French President Emmanuel Macron has praised France’s creative industries after the country was named the 2026 Creative Country of the Year at the Cannes Lions International Festival of Creativity.
The annual award recognises a country’s long-term commitment to creativity that drives innovation, economic growth and cultural influence.
In a video address during the closing awards ceremony of the festival, Macron thanked the organisers and described creativity as a defining feature of France. “I’d like to thank all the members of this great festival that brings to life global creativity. This award celebrates our French creativity today, and French creativity is our ability to combine formal, regal, and poetic, even irreverent, perspective.”
He added: “French creativity is a national philosophy that flows through our fashion, as much as our luxury and our culture industry. And this award celebrates the creative attractiveness of our country. From the Olympics to its video game industry, France attracts talent. And from Cannes to Dunkerque, France attracts industries and capital.”
Macron said the country’s appeal was the result of sustained policy measures. “The attractiveness of France is the result of deliberate efforts, comprising labour reforms, investing massively to make the country more innovative, and simplifying regulations. This is key to free up time for creativity.”
He noted that France has been ranked Europe’s most attractive destination for foreign investment for the seventh consecutive year. “France is a country where your next studio, your next European headquarters, your next creative project should be established. This award also celebrates the richness of French digital creativity, which was also recognized at the last VivaTech summit. Thank you once again from the bottom of my heart.”
Macron concluded by inviting festival delegates to attend the Lumiere Summit, an international event focused on cinema, television series and video games, to be co-chaired by France and South Korea in September. “[The Lumiere Summit] will be an opportunity to celebrate with our South Korean friends the richness of the cinematographic creation of our two countries, and it will be a perfect rendez-vous for this French creativity.”
He ended his address by saying: “And you will see, beyond what you already recognized and celebrated through this award, that we can go further and be even more creative. Long live creativity, long live the Republic, and long live France.”
The French president also highlighted recent investments in the country’s creative sector, including €350 million under the France 2030 programme to boost film production and €93 billion in foreign investment commitments, particularly in artificial intelligence and data projects announced at the Choose France summit earlier this month.
David Leclabart, President of AUSTRALIEGAD and Co-President of the Association of Creative and Consulting Agencies (AACC), said the recognition reflected more than a decade of creative excellence. “For the first time in its history, the Cannes Lions International Festival of Creativity has named France Creative Country of the Year. This distinction recognises more than a decade of creative excellence and celebrates France as one of the world’s leading creative nations. The French touch is a universal language. French creativity has a unique ability to move people, inspire audiences and connect across cultures. From luxury and cinema to advertising, design and the Paris 2024 Olympic and Paralympic Games, France demonstrates that creativity is a powerful force for bringing people together and attracting the world.”
Tiphaine du Plessis, President of BETC FULLSIX and Co-President of the AACC, said creativity remained one of France’s greatest strengths. “Creativity is one of France’s greatest strategic assets. Far beyond advertising, the Cultural and Creative Industries strengthen economic growth, sustainability, international influence and national attractiveness. Creativity is not only an expression of culture, it is a driver of innovation, competitiveness and soft power. Creativity is business. Creativity is change. Creative ideas create measurable value for brands and businesses, but they also help change behaviours and accelerate societal progress. Whether promoting sustainability, inclusion or public health, creativity turns communication into action. France is shaping the future of creativity. This recognition belongs to an entire creative ecosystem (agencies, brands, creators, institutions and partners) working together under the banner ‘France, The Creative Economy’. As AI transforms our industry, France remains committed to combining technological innovation with human creativity, strategic thinking and cultural vision.”
