Sudan Diaspora Flock Home to Polish Image By Ismail Kamal Kushkush, IOL Correspondent "If I can impact one person’s image of Sudan…that’s one less person with negative feelings toward Sudan," El-Kogali told IOL. KHARTOUM — Many young Sudanese professionals who grew up abroad are returning to their home country to help contribute to its development and improve its image. "Sudan has an image problem because we don’t know how to market ourselves to the rest of the world," Issraa El-Kogali, a freelance photographer who grew up in Egypt, the UK and the US, told IslamOnline.net. Conflict in Darfur, commonly described as a "genocide" pitting Arabs against Africans, has brought much international media attention to Sudan. "There isn’t a genuine interest in the cultural of Sudan; the focus is on political conflicts and economic difficulties," regrets El-Kogali, 29. Critical of international media coverage of her country, she came back in 2003 after spending twenty-one years of her young life abroad and decided to work as a communications professional. She uses her talent to "present positive images of Sudan." Her recent exhibition, "Zeina: A Photo Iconography," was held in Khartoum, London and Washington DC, presenting iconic images from northern Sudan. "We have two images of Sudan; [the first] is a distorted media-created identity that focuses [only] on civil war and hunger," explains Malak Abubaker, 26, who was born and raised in Kuwait and educated in the United Arab Emirates. "But what sinks my heart is that beautiful images of Sudan are not published; we have a lot to show for and present." She also returned to Sudan three years ago and is a communications manager with a management consultancy company. Development Abusin (L) and Abubaker believe their company can positively help Sudan’s image by showcasing businesses and individuals.While all the young professionals seek to contribute to Sudan’s development and improve its image, they are doing it in different ways. Mustafa Khogali, 35, was born in Cote d’Ivoire, raised in Kuwait and educated in the USA. "Hearing so much negativity about Sudan [abroad] made me want to come back, asses for myself and make a difference," he told IOL. Khogali currently manages an oil field suppl y company in Khartoum. He believes that his education allows him to work with investors and bring needed experience to the Sudanese economy. "I convinced a Malaysian company to come to Sudan who were initially reluctant," he noted, adding that the Malaysians are telling him that the situation is not bad as the media projects it. "They are here now and they are happy." Mazin Abusin, 37, who grew up in the US and UK, came back to found a management consultancy company. He seeks to help clients "to manage their projects in a more effective and efficient manner." Sudan has witnessed an increase in foreign direct investments in the past five years with the discovery of oil and the end of civil war in the south. Abusin believes that his company can positively help Sudan’s image by showcasing businesses and individuals. Abubaker, who is the company's communication manager, agrees. "We are trying to showcase Sudan as a successful county not denying the challenges but looking out for solutions." Despite political challenges, Sudan has witnessed double digit economic growth in the past five years because of oil revenues and foreign investment. Abubaker says that foreign investors she has spoken to have been encouraging her work. "'The time for it is now' they tell me." While none of these young professionals believe they will see an immediate change in perceptions of Sudan abroad, they are hopeful because of the positive feedback they are getting. "If I can impact one person’s image of Sudan, one khawaja [foreigner], that’s one less person with negative feelings toward Sudan," maintains El-Kogali, the photographer. Luis Bueno, deputy head of the mission of the Embassy of Spain in Khartoum, has seen her works and is quite impressed. "She dwells in the history of the country’s symbols," he notes. "The pictures [leave] a positive impression of Sudan." * Isma’il Kamal Kushkush is a Sudanese-American freelance writer currently based in Khartoum, Sudan http://www.islamonline.net/servlet/Satellite?c=Article_C&cid=1235628700237&pagename=Zone-English-News/NWELayout
