Morocco’s cultural heritage: celebrating global influence while safeguarding tradition

Wednesday 09 July 2025 - 10:50

By: Dakir Madiha

Morocco’s cultural heritage: celebrating global influence while safeguarding tradition

In 1325, the famed Moroccan Amazigh traveler Ibn Battuta embarked on a journey of knowledge that would span 24 years and 75,000 miles. His travelogue, the Riḥlah, documented a world interconnected by culture and ideas. Today, Morocco continues to leave its mark globally, blending tradition with modern influence. Yet, this cultural prominence raises an important question: how can Morocco celebrate its heritage while protecting it from exploitation?

Global influence, local pride

Moroccan culture has become a global phenomenon. Hip-hop artist French Montana weaves Moroccan and African themes into his music. Gnaoua music, rooted in Morocco’s southern and coastal regions, has gained international acclaim, drawing comparisons to the American blues. Traditional kaftans have graced red carpets in Europe, worn by figures like Hillary Clinton. Moroccan craftsmanship, from zellige tilework to argan oil, is celebrated worldwide.

However, as Moroccan culture gains global recognition, it faces the challenge of appropriation. In late 2022, Adidas faced backlash for integrating Moroccan zellige patterns into its Algerian football jerseys. The dispute ended with Adidas acknowledging the cultural origins and craftsmanship behind the designs.

This issue is not unique to Morocco. In Alaska, the Sealaska Heritage Institute filed a lawsuit against Neiman Marcus for copying Indigenous Ravenstail patterns. Similarly, Prada recently recognized the Indian roots of its sandal design after public outcry. Such cases highlight the complexity of distinguishing between cultural appreciation and appropriation.

Strengthening protections through WIPO

To address these challenges, Morocco’s Minister of Youth, Culture, and Communication, Mohamed Mehdi Bensaid, signed a Memorandum of Understanding with the World Intellectual Property Organization (WIPO) in Geneva this week. This partnership aims to bolster Morocco’s efforts to protect its cultural heritage through new legal frameworks and intellectual property rights.

The agreement provides Morocco with access to WIPO’s expertise and tools, such as the WIPOCONNECT system, an online copyright registry. It also addresses issues like resale and reproduction rights, ensuring that cultural elements such as zellige, kaftans, and Maghrebi music are legally safeguarded.

Label Maroc, another initiative, establishes quality standards for artisans and exporters, helping to maintain authenticity while supporting local craftsmanship.

Cultural fusion or appropriation?

The line between celebrating and commodifying culture is often blurred. While intellectual property laws can protect specific designs, broader cultural elements like food are harder to safeguard. Moroccan cuisine, for example, reflects centuries of fusion—Andalusian, Arab, African, and Sephardic influences. Signature dishes like pastilla and ingredients like saffron and olives are part of Morocco’s culinary identity, but they also belong to a shared history of migration and exchange.

This complexity is echoed globally. Cajun cuisine in Louisiana, for instance, is a rich blend of French, Caribbean, and Southern American influences. These culinary traditions demonstrate how culture evolves through interaction, making it difficult to draw clear lines between shared heritage and appropriation.

Balancing celebration and preservation

Morocco’s rich cultural tapestry attracts millions of visitors annually, with 17 million tourists in 2024 alone. The challenge lies in sharing this heritage with the world while ensuring its protection. WIPO’s partnership offers Morocco a valuable tool to defend its cultural assets, from artisan crafts to intellectual property.

The effort to celebrate Moroccan culture while safeguarding its integrity mirrors Ibn Battuta’s legacy: a quest for cultural exchange rooted in respect and appreciation. By striking this balance, Morocco can continue to captivate the world while honoring the traditions that define its identity.