“Coming From America” Challenges the Old Narratives on Africa

When I first saw Coming From America on Netflix, I immediately caught on to the reference in its title—an allusion to Eddie Murphy’s iconic Coming to America from the 1980s. But this show, which has recently gained significant buzz, flips the narrative. This time, it’s about Americans of African descent making the journey back to Africa—not for a visit but to potentially start a new life.

The show’s title and cover—featuring the entire African continent rather than a single country—immediately hint at a larger story. It’s a story resonating deeply among viewers, especially those curious about what some have started calling the “Great American Exodus.” This trend of African Americans moving, investing, and finding opportunity in Africa is inspiring a new generation to consider the land as more than just an ancestral homeland, but as a place ripe with potential. Coming From America dives into this conversation, taking viewers through the lives of three American families who uproot and resettle in various African countries to explore the lifestyle, economic possibilities, and personal fulfillment they believe may be missing in the U.S.

Through a series of honest, often humorous episodes, these families navigate cultural adjustments, personal revelations, and profound challenges that come with living in a foreign land. From the awkwardness of receiving gifts like goats—traditional gifts in some African cultures—to learning that bowing to elders may not always convey the intended respect in every African culture, Coming From America captures the joys and struggles of attempting to fit into a place that is both foreign and familiar.

In essence, the show opens a conversation about the marketing of narratives. For centuries, the Western world has crafted a singular, often negative image of Africa. Since the days of slavery, Africa has been painted in broad strokes as a dangerous, impoverished, backward land—an image reinforced through textbooks, media, and even Hollywood films. This branding served colonial agendas, deterring exploration and detaching African descendants in the West from any real connection to the continent’s wealth of resources, cultures, and histories.

But Coming From America challenges these entrenched stereotypes. It offers a counter-narrative that highlights Africa’s landscapes, rich cultures, and the possibilities for economic independence, community, and dignity. As Akon, one of Africa’s most prominent advocates of African-American repatriation, has said, “It’s time for African Americans to come back to Africa.” This show echoes that sentiment, demonstrating why many African Americans are now viewing Africa as a viable option for both living and investing.

One of the families featured in the series encapsulates this shift in thinking. “To be able to come to a place where I felt human…is something I couldn’t ever give up again,” says one of the fathers. His words hit hard, reflecting the psychological burden he felt living in America—a burden that resonates with many African Americans. For him, Africa represented the opportunity to be judged by his character rather than the color of his skin, a place to exist without the societal pressures and limitations he faced in the U.S.

The show doesn’t shy away from the logistical and emotional obstacles these families encounter. Many experience moments of self-doubt and longing for the comforts of their former lives, but they also find moments of joy and revelation. The journey is complex and filled with challenges—health scares with family members back in the States, financial hurdles, and personal identity struggles—but ultimately, these families find a sense of peace and belonging they never fully experienced in the U.S.

While Coming From America might appeal most to those already interested in Africa, the series has an underlying message that’s universal: the importance of reclaiming narratives and exploring new perspectives. As more people begin to see Africa through a different lens—beyond the outdated, fear-based stories—it becomes evident that the continent holds tremendous potential, not just for its residents but for anyone willing to look beyond the stereotype.

Through scenes that depict breathtaking landscapes and encounters that feel grounded in everyday human connection, the show repositions Africa as a land of opportunity, richness, and cultural vibrancy. Its message resonates as more African Americans, in the face of systemic challenges at home, consider what it might mean to move to a place that celebrates rather than suppresses their heritage. Coming From America manages to be both a journey of personal rediscovery and a reflection of the evolving global conversation on identity, opportunity, and belonging.

It’s hard to watch this show and not feel that maybe—just maybe—the longstanding marketing of Africa is overdue for an overhaul.