Foreign Minister Thérèse Kayikwamba Wagner and Finance Minister Doudou Likunde lead the initial series of 30-second commercials. These spots, airing throughout 2026 across broadcast, cable, and streaming platforms, represent a direct appeal to U.S. entrepreneurs and consumers. Ambassador Yvette Kapinga Ngandu noted that the campaign leverages the current visibility of the DRC national soccer team to open a dialogue with the American business community.

The push follows a period of increased global attention on the country, ranging from the international acclaim for Congolese designer Alvin Mak to the medical community’s response to recent health challenges. Freddy Shembo, who heads the investment agency APCSC, stated that the campaign aims to translate this cultural visibility into tangible economic collaboration. The initiative is supported by the U.S.-based firm 88 Dragons PR, which manages the outreach efforts for the Congolese government.