Image credit: Yatreda

In a world where digital experiences are reshaping how we connect, the meeting point of technology and culture presents both an opportunity and a challenge. It’s tempting to see technology and tools—NFTs, blockchain, AI—as empty vessels ready to be filled with our creative and commercial ambitions. But in reality, the relationship between humans and technology is far more intertwined. As we shape these tools, they shape us, influencing how we connect with the world, preserve our histories, and imagine the future.

One artist collective that captures this dynamic beautifully is Yatreda, led by Kiya Tadele. Based in Ethiopia, Yatreda uses NFTs not just to preserve Ethiopian culture but to reimagine how cultural preservation works in the digital age. Their work provides valuable lessons for businesses and creators alike: meaningful change comes from deep connections to the human experience.

NFTs as Tools for Cultural Storytelling: Lessons from Ethiopian Heritage

Yatreda’s use of NFTs is deeply rooted in Ethiopian history and identity. Their digital artworks aren’t just visual pieces—they’re living stories of a culture that spans millennia. By embedding these narratives into NFTs, Yatreda ensures that they reach a global audience, many of whom may have never encountered Ethiopia’s cultural richness.

Recently, they took this concept a step further by embedding NFC chips into glass resin coffee cups. When these cups are placed on an iPhone, they reveal an associated NFT, transforming an everyday object into a bridge between the physical and digital worlds. This blend of traditional craftsmanship with modern technology isn’t just a fun twist; it’s a thoughtful way to keep cultural practices alive in a rapidly changing world.

Yatreda’s approach highlights an essential truth: true progress doesn’t mean abandoning the past. It’s about finding fresh ways to celebrate and share time-honored traditions, making them relevant to new generations.

Local Stories, Global Lessons

What Yatreda is doing with NFTs offers inspiration beyond the art world. Their method serves as a powerful reminder that the most compelling innovations stem from a deep connection to cultural roots. In a time when technology can feel disconnected from human experiences, Yatreda shows that the most meaningful work comes from respecting and uplifting those roots.

At Faiā, we’ve seen first-hand how culturally grounded insights can lead to surprising breakthroughs. In one of our projects, we partnered with indigenous communities to create digital platforms that allowed them to preserve and share their knowledge on their own terms. Rather than imposing outside solutions, we co-created tools that respected their traditions, giving them control over their own stories.

The Mutual Influence of Culture & Technology

Yatreda’s work demonstrates that technology doesn’t just flow in one direction—from the innovation hubs to the rest of the world. Instead, their approach shows that local cultures can actively shape technology, injecting new values and perspectives into the broader conversation. By using NFTs to celebrate Ethiopian heritage, Yatreda is helping shape the future of NFTs themselves, pushing the space in directions that honor deeper human stories.

For global businesses, this offers a crucial insight: sustainable, impactful innovations often come from those who bring diverse cultural perspectives into the mix. Rather than pushing out a single solution, businesses can learn from Yatreda’s approach—embedding local narratives into the very core of their technological work makes the outcome not just functional, but deeply meaningful.

Conclusion: Building a More Inclusive Future

As we look ahead, the question isn’t just how we’ll use technology but how technology will shape us—our societies, our values, our sense of identity. Yatreda’s work provides a hopeful vision of a future where technology acts as a bridge between past and future, connecting local stories with global audiences, and blending the physical with the digital.

Businesses around the world have much to learn from this approach. In an environment that often values speed and scale over substance, Yatreda reminds us that real progress comes from finding new ways to celebrate and elevate cultural legacies that shape who we are. By doing this, we can help create a more inclusive, culturally rich digital world—one that respects the many ways in which we all interact with the tools we create.

At Faiā, we are committed to this vision of development—one that grows out of cultural context, informed by local wisdom, and designed to serve humanity in meaningful ways. As we continue exploring the crossroads of technology and culture, we are inspired by the work of Yatreda and other artists who show us what’s possible when we respect and engage with the world’s diverse stories.