What makes Jamaica’s culture so distinct, authentic, and globally revered? According to Dr K’Adamawe K’nife, director of the Centre for Entrepreneurship Thinking and Practice at The University of the West Indies (UWI) “Every country in the Caribbean has sun, sea, and sand, but not every country can claim to be the birthplace of a nation and a new culture, which is Rastafari.”
Jamaica Business Development Corporation’s retail brand Things Jamaican has launched the ‘Tings Jah Mek Ya’ campaign, a three-month initiative highlighting the impact of Rastafari on Jamaican innovation. The campaign’s theme is both a play on the Things Jamaican name, and the English translation – ‘Things Jah Made Here’, seeking to highlight how Rastafari principles have fuelled some of Jamaica’s most creative and economically viable industries, from fashion to food and craft.
“As we promote Brand Jamaica, what Things Jamaican is seeking to do is to zone in on a unique value proposition, something that makes Jamaica distinctive,” said Janine Fletcher-Taylor, manager of the marketing services unit at JBDC.
RASTAFARI LEGACY IN INNOVATION
Rastafari emerged in 20th-century post-colonial Jamaica as a response to oppression. It promoted black empowerment and advocated for the repatriation of the African diaspora from ‘Babylon’, a symbol of oppression, to Africa. Guided by the sacred Rastafarian text The Holy Piby and the teachings of the Marcus Mosiah Garvey, Rastafari emphasises self-sufficiency, holistic wellness, ‘ital livity’, and spiritual purity.
The spread of reggae music helped propel Rastafari’s teachings onto the global stage, with Bob Marley standing at the centre of this recognition. While many factors contribute to Jamaica’s international identity, Marley remains one of its most recognisable cultural ambassadors. Through his lyrics, philosophy, and way of life, he introduced Rastafari to the world, embedding Jamaica’s ‘One Love’ message into global consciousness.
Fletcher-Taylor said, “A lot of the things that influence the things we say, the way we are, the way we use colours, the things we create… The way we infuse that so-called culture must be grounded in some of that Rastafarian culture. And we’re basically identifying that in a lot of the products. And we’re not just talking about the craft, we’re not just talking about the jewellery or the fashion, we’re talking about the food too.”
According to Dr K’nife, Jamaica’s economic identity is inseparable from Rastafari’s contributions. “Jamaica is one of the few places in the world where a spiritual movement has given rise to an entire industry. From reggae music to ital cuisine and even the way we brand our tourism; Rastafari has defined Jamaica’s global appeal.”
Reggae music is arguably Jamaica’s most influential cultural export, with its roots deeply embedded in Rastafari philosophy. The genre became the voice of the movement, spreading messages of social justice, African consciousness, and spiritual awakening. Icons like Bob Marley, Peter Tosh, and Burning Spear used their music to promote Rastafarian beliefs, turning reggae into a global phenomenon.
Today, reggae’s offshoots – dancehall, roots reggae, and dub continue to shape global music trends.
The music industry thrives on this influence, attracting international tourism, record sales, and major festivals like Rebel Salute and Reggae Sumfest, which celebrate reggae’s Rastafarian roots. For example, the soundtrack of Bob Marley: One Love recently won a Grammy for Best Reggae Album, further cementing his legacy decades after his passing.
Dr K’nife emphasised this, stating, “Rastafari is probably the biggest puller of purses into Jamaica to Jamaican culture.”
Rastafari’s influence on fashion globally is unmistakable, with the red, gold, and green of the Ethiopian flag symbolising blood, wealth, and natural abundance. These colours, along with dreadlocks, have become a global statement of rebellion, cultural pride, and Afrocentric identity.
ITAL
Rastafarian dietary principles, known as Ital (from “vital”), promote a plant-based, natural diet free from processed foods, salt, and artificial additives. This concept has significantly influenced Jamaica’s food industry, contributing to the rise of vegan and health-conscious movements both locally and globally.
The growing demand for Jamaican superfoods like moringa owes much to Rastafari’s emphasis on holistic wellness.
Dr K’nife said: “Rastafari speaks about Ganja, because Ganja is one of the primary plants that I use. But Rastafari is also still a liberty which is anchored in ensuring that what you do, doesn’t destroy the environment.”
The movement’s focus on natural living has also shaped the herbal and wellness industry, leading to the production of Rastafari-inspired skincare, haircare, and aromatherapy products.
Traditional herbs like soursop leaf, guinea hen weed, marijuana and neem long used in Rastafari healing practices are now sought after in the global wellness market.
Jamaica’s tourism industry benefits immensely from Rastafari. Many visitors come to the island seeking authentic cultural experiences, whether through Nyabinghi drumming sessions, visits to Rastafarian villages, or heritage sites like the Bob Marley Museum.
As Dr. K’nife noted, “The cultural economy of Jamaica is largely driven by Rastafari. The global fascination with reggae music, dreadlocks, and ital food has made it a cornerstone of our tourism sector. But beyond entertainment, it represents a lifestyle and philosophy that people from all over the world want to experience.”
The global popularity of reggae, dreadlocks, and ital food has transformed Rastafari into a major selling point for Jamaica’s cultural tourism sector, attracting visitors who want to experience the philosophy and lifestyle firsthand.
MONETISING RASTAFARI INFLUENCE
Dubbing Things Jamaican brand as the ‘Home of Authentic Jamaican Brands’, the JBDC is urging Jamaican entrepreneurs to recognise the vast, untapped economic potential of Rastafari’s influence. By authentically incorporating these cultural elements into their businesses, they can reclaim economic opportunities and strengthen Brand Jamaica on the world stage.
The ‘Tings Jah Mek Ya’ campaign features approximately 60 Jamaican brands which have produced hundreds of Rastafari-inspired products with a call-to-action for buyers to “Look Good. Feel Good. Live Good”. Products including fashion, fashion accessories, healthy foods, aromatherapy, and craft may be purchased at Things Jamaican.
Shoppers can visit any of the Things Jamaican locations at Devon House, Norman Manley International Airport and the JBDC’s Head Office at 14 Camp Road in Kingston. The e-commerce platform can be accessed at www.thingsjamaicanshopping.com
