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Brand Building Ifa Lethu has a long history of building its global brand. We do this through public exhibitions and special events that not only position the Ifa Lethu brand but also position South Africa’s cultural heritage. By showcasing both our heritage collection of struggle art alongside our emerging artists and highquality craftworks, we show the world how far we have come in our 20 years of democracy. Our exhibitions also remind the rest of the world of our darker heritage and how the creative spirit can never be suppressed. 36 Ifa lethu annual report 2012/13 London Olympics In 2012 the Department of Arts and Culture invited and provided funding for Ifa Lethu to hold its own public exhibition from our Heritage Collection during the London Olympics. With the UK as a magnet for visitors from across the world, Ifa Lethu was proud to be part of a major world event and to showcase the cultural and artistic endeavours of our heritage and the promise of our current creative talent. We welcomed thousands of visitors from all nations to our exhibition ‘Coming Home’ at the Oxo Gallery, Tower Wharf, London. London Olympics


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