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    Rebranding Pakistan's Image - New Perspectives from Colombia and Brazil

    Written by: Yusra Hayat
    Posted on: April 21, 2015 |

    (l-r) Sergio and Henrique at Tandoor Restaurant, Lahore

    Pakistan is highly stereotyped in the mass media. Engagement with any society is essential in order to move beyond such stereotypes and reach the truth. Sergio Alejandro Correa of Colombia and Henrique Bettin of Brazil realized this at a young age, and felt the need to take charge and become global peace-building citizens. Hence, they visited Pakistan, to experience the country beyond its highly misrepresentative images portrayed by the media.

    Their ticket to Pakistan was an internship for a project called ‘Pakistan – Tum Hi Tu Ho’ (Pakistan – You Are the One), initiated by an international organization called AIESEC, which strives to provide a platform for the youth to discover and develop their potential.

    Interview with Two Interns from Brazil and Colombia about Pakistan

    Sergio at the Wagah Border

    Sergio and Henrique believed that they needed to immerse themselves in Pakistan – not in a project or a map in an atlas; not in a country deemed “dangerous” by world spectators, but in a nation made up of the bravest people, who soar high despite the unfortunate circumstances that plague their state.

    The first thing that Sergio and Henrique noticed in this country was the fog. “I got to see and feel the fog; not the one that clouds peoples’ judgments about this country, but the one that compels you to grab a cup of a delicious beverage called chai on a chilly Lahore winter night”, remarked Sergio. For him, every experience in Pakistan left a profound mark on his memory and personality, whether it was the weekend in rural Punjab, when he saw animals being used for transportation for the first time, or the days spent in Murree, when he saw and touched snow for the first time. Sergio saw a stark difference between the wealthy and the poor: “In Colombia, the poor dress so well that you can never tell the disparity, but people here are honest, even with their appearances. It’s actually refreshing.”

    He was truly mesmerized by the ancient heritage of Lahore, and claimed that he felt utterly insignificant in the presence of vast structures such as the Lahore Fort and the Badshahi Mosque. “The visit to old Lahore made me think of the world differently. We think we are the world and others are unimportant. We really need to open our minds and see people, countries, and the world for what they are, without getting caught in an ‘us versus them’ debate.” He stated that, just as Colombia was viewed as a country characterized by prostitution and drugs, Pakistan was categorized as hostile and terrorizing, and this created a dire and pressing need for people to actually visit these two countries and engage with them personally, before jumping to any conclusions about them.

    Interview with Two Interns from Brazil and Colombia about Pakistan

    Henrique visiting Old Lahore

    Sergio believes that the reason why Pakistanis eat with their bare hands is that their meals are cooked with so much effort that utensils could never do justice to the texture, taste and feeling of their food. “While we eat to satisfy hunger and usually watch television during mealtimes, Pakistani meals are elaborate affairs where family and friends sit as a unit to share the warmth of human companionship.” Sergio expressed admiration for the positive obstinacy of the Pakistanis: despite the onset of globalization, a vast majority of the Pakistani community was adamant on preserving the rich culture of their country.

    Interview with Two Interns from Brazil and Colombia about Pakistan

    Henrique riding a camel in rural Punjab

    Henrique’s experiences in Pakistan made him even more determined to rebrand its image. “It’s a pity that this fascinating country is so misunderstood by the rest of the world.”  He described Pakistan as one of the “richest” countries in the world. “Tell me, how can a country be poor, dangerous or gloomy, where so many languages in so many dialects are spoken, where weddings are grand occasions to celebrate love and happiness that go on for days, and where so many children are born into each family and cherished tremendously?”

    Henrique’s journey to Pakistan altered him: he began to see similarities in differences and complexities in simplicities. He asserted that he had always envisaged Pakistan as a country filled with Muslims who formed a monolithic entity. “Standing in the Faisal Mosque, Islamabad, I saw the differences in peoples’ relationship with God, even under the umbrella of the same religion.” Understanding the reasons for animal slaughter during the festive occasion of Eid-ul-Azha, he began to see the link between all the religions of the world. By making friends in this part of the world, Henrique began to comprehend the differences between people, given their political, social, cultural and religious contexts, which could not be judged by any other standard.

    Sergio and Henrique are agents of change who work to eliminate the flaws within this world system. They aspire to alter the misguided representation of Pakistan by engaging with the country and its people, physically and emotionally. Their sense of global citizenship, and subsequent projection of Pakistan in an entirely new light, is highly commendable.


    As the new year begins, let us also start anew. I’m delighted to extend, on behalf of the Embassy of the People’s Republic of China in the Islamic Republic of Pakistan and in my own name, new year’s greeting and sincere wishes to YOULIN magazine’s staff and readers.

    Only in hard times can courage and perseverance be manifested. Only with courage can we live to the fullest. 2020 was an extraordinary year. Confronted by the COVID-19 pandemic, China and Pakistan supported each other and took on the challenge in solidarity. The ironclad China-Pakistan friendship grew stronger as time went by. The China Pakistan Economic Corridor projects advanced steadily in difficult times, become a standard-bearer project of the Belt and Road Initiative in balancing pandemic prevention and project achievement. The handling capacity of the Gwadar Port has continued to rise and Afghanistan transit trade through the port has officially been launched. The Karakoram Highway Phase II upgrade project is fully open to traffic. The Lahore Orange Line project has been put into operation. The construction of Matiari-Lahore HVDC project was fully completed. A batch of green and clean energy projects, such as the Kohala and Azad Pattan hydropower plants have been substantially promoted. Development agreement for the Rashakai SEZ has been signed. The China-Pakistan Community of Shared Future has become closer and closer.

    Reviewing the past and looking to the future, we are confident to write a brilliant new chapter. The year 2021 is the 100th birthday of the Communist Party of China (CPC) and the 70th anniversary of the establishment of diplomatic relations between China and Pakistan. The 100-year journey of CPC surges forward with great momentum and China-Pakistan relationship has flourished in the past 70 years. Standing at a new historic point, China is willing to work together with Pakistan to further implement the consensus reached by the leaders of the two countries, connect the CPEC cooperation with the vision of the “Naya Pakistan”, promote the long-term development of the China-Pakistan All-weather Strategic Cooperative Partnership with love, dedication and commitment. Mohammad Ali Jinnah, the founding father of Pakistan said, “We are going through fire. The sunshine has yet to come.” Yes, Pakistan’s best days are ahead, China will stand with Pakistan firmly all the way.

    YOULIN magazine is dedicated to promoting cultural exchanges between China and Pakistan and is a window for Pakistani friends to learn about China, especially the Xinjiang Uygur Autonomous Region. It is hoped that with the joint efforts of China and Pakistan, YOULIN can listen more to the voices of readers in China and Pakistan, better play its role as a bridge to promote more effectively people-to-people bond.

    Last but not least, I would like to wish all the staff and readers of YOULIN a warm and prosper year in 2021.

    Nong Rong Ambassador Extraordinary and Plenipotentiary of
    The People’s Republic of China to the Islamic Republic of Pakistan
    January 2021