As the world tumbles through a period of profound upheaval and shifting power dynamics, two global coalitions — the G7 and BRICS — are each staking out bold new terrain. France, having assumed the G7 chairmanship for 2026 on December 23, 2025, finds itself in the hot seat at a time when the group’s internal cohesion is being sorely tested. Meanwhile, BRICS, once seen as a purely economic bloc, is rapidly evolving into a multidimensional partnership that’s rewriting the playbook for global influence — not through hard power, but through the arts, culture, and a new vision of international cooperation.
The G7’s challenges are both external and internal. According to recent reports, the group faces a particularly difficult period, with global developments and simmering disagreements among member states threatening its unity. Prolonged conflicts in Europe, the Middle East, and Africa have created direct threats to global stability, and the G7 — long considered a bastion of consensus among the world’s leading developed economies — is struggling to respond with a unified voice.
This struggle is compounded by deepening rifts among members. In 2025, relations between the United States and Canada reached their lowest point in history, largely due to turbulence in bilateral trade. Changes in Washington’s tariff policies, along with disruptions in transatlantic relations with the European Union, have only widened the gap between the U.S. and its fellow G7 members. The impact has been immediate and visible: at the most recent G7 Summit in Canada, the group could only issue statements on individual issues, breaking with a decade-long tradition of comprehensive joint declarations. Donald Trump’s early departure from the three-day summit was another stark signal of the group’s fraying unity.
Yet, despite these fissures, the G7 remains a significant force on the global stage. The world is watching closely as France takes the helm, with particular expectations that President Emmanuel Macron can heal and narrow the gaps between member states. Macron has made no secret of his ambitions. He has emphasized his desire to strengthen the group’s position in what he calls “a world that is becoming more unstable and divided.” France’s agenda for the G7 Summit in 2026 is expected to focus on macroeconomic stability, cooperation on critical minerals and artificial intelligence, and ensuring energy security — all issues that have taken on heightened urgency in today’s unpredictable climate.
But even as the G7 grapples with internal discord and questions about its continued relevance, another coalition is rising — and it’s doing so in a way that’s fundamentally reshaping the global landscape. Over the past decade, BRICS has transformed from a primarily economic group into a multidimensional partnership that puts culture and the arts at the very heart of its diplomatic agenda. In 2025, the group expanded to include new members like Indonesia, Egypt, and the UAE, further intensifying its focus on cultural cooperation as a tool of soft power and global influence.
BRICS’ approach is as ambitious as it is nuanced. Each member brings a rich and distinct cultural heritage to the table — from India’s centuries-old dance forms to Russia’s world-renowned ballet, Brazil’s vibrant music traditions, and China’s artistic innovations that span millennia. These legacies are being woven into a new narrative that celebrates plurality and mutual respect, all rooted in BRICS’ broader political philosophy: building a multipolar world order.
Cultural diplomacy has emerged as one of the group’s most effective instruments for building trust and understanding among nations. According to coverage of recent BRICS initiatives, the group has been expanding its cultural exchanges through film festivals, art exhibitions, literary forums, and youth programs. The BRICS Film Festival, launched in 2016, gives filmmakers from each member country a platform to present stories that reflect their societies and identities. The festival not only strengthens cross-cultural understanding within the group but also introduces global audiences to new cinematic perspectives. Similarly, the BRICS Youth Art Festival brings together young artists, musicians, and performers, fostering collaboration across languages and borders.
Digital technology is amplifying these efforts. Countries like China and India are leading the way in AI, digital media, and streaming platforms — tools that are increasingly central to global cultural exchange. Projects such as the BRICS Digital Museum Network and Virtual Cultural Heritage Initiative allow users worldwide to explore the art, architecture, and traditions of each member country in immersive, interactive formats.
But there’s more to BRICS’ cultural push than soft power. The global creative economy is now valued at over US$2 trillion, making it one of the fastest-growing sectors worldwide. Recognizing this, BRICS members are investing in creative industries as engines of sustainable growth. Joint cultural production funds, co-investment in filmmaking and animation, and initiatives to protect intellectual property rights are helping to establish a more balanced global creative marketplace. Brazil’s music exports, India’s film industry, and China’s digital art markets are all cited as models for blending cultural identity with economic opportunity.
BRICS isn’t just about promoting its own culture; it’s about preserving authenticity, local traditions, and linguistic diversity in the face of globalization. The group supports translation programs, heritage site restoration, and the documentation of indigenous art forms, challenging the notion that modernization must come at the cost of tradition. In fact, BRICS cultural projects highlight how technological advancement and cultural heritage can — and should — evolve together.
Perhaps most striking is BRICS’ role as a cultural bridge to the Global South. Many developing nations look to the group as a model for protecting their own cultural sovereignty while participating actively in the global art scene. Through partnerships with African nations, the Arab world, and Latin America, BRICS is fostering a south-south cultural dialogue. Collaborations between South Africa and Egypt in visual arts, or between India and Brazil in literature and folk music, reflect the group’s commitment to nurturing cross-continental artistic ties grounded in shared histories of resilience and creativity.
All this stands in stark contrast to the G7, which, at least for now, remains preoccupied with internal divisions and the challenge of adapting to a new world order. The G7’s focus on macroeconomic stability, minerals, artificial intelligence, and energy security is undoubtedly critical, but the group’s ability to influence global affairs may increasingly depend on its capacity to present a united front — something that seems in short supply at the moment.
As 2026 approaches, France faces a daunting task: can it guide the G7 toward renewed cohesion and restored influence, or will the group continue to drift apart? At the same time, BRICS is quietly — but powerfully — demonstrating that leadership in the 21st century isn’t just about economics or politics. It’s about culture, creativity, and the ability to build bridges in a world that’s more interconnected, and more divided, than ever before.
In this high-stakes moment, the path each coalition takes will shape not only their own futures, but the contours of global cooperation for years to come.
