From Hollywood to Heritage: Why Europe must reclaim the narrative

In a world increasingly shaped by TikTok trends, Hollywood franchises, and Silicon Valley algorithms, does Europe still own its cultural narrative? This 10-minute reflection unpacks the urgent question of narrative sovereignty — exploring how Europe is losing control of the stories that define its identity, values, and influence on the world stage. Based on research from Paris-based luxury executive Marc Abergel and his deep perspective from luxury branding to geopolitical storytelling, we look at the silent power struggles unfolding in culture, media, and tech. If culture is soft power, then the real question is: who holds the pen now? America or Europe?