Historical Understanding
Exploring the cultural and historical forces that shaped Salsa across continents.
A CULTURAL PROGRAMME OPERATING UNDER THE ASIAFRICA FOUNDATION
SALSA CONCEPT®
“Connecting Africa, the Caribbean, the Americas and Asia through the history, music, movement and living heritage of Salsa.”
Founded by Dr. Roland Amoussou-Guenou, SALSA CONCEPT® combines research, publishing, cultural education, experiential workshops and international dialogue. The programme explores how Salsa carries histories of migration, memory, resistance, reinvention and human connection across continents.
Cultural EducationResearch & PublishingExperiential LearningInternational Dialogue
College of Management, Mahidol University • Archival photographs • 2009
MORE THAN A DANCE. MORE THAN A BOOK.
SALSA CONCEPT® approaches Salsa as a living cultural heritage shaped by African memory, Caribbean transformation, migration, creativity and global community. Through research, publishing, workshops and dialogue, the programme creates accessible ways for people and institutions to understand the history carried within the rhythm.
A CULTURAL JOURNEY
- 1
Ouidah / West Africa
Ancestral Memory
- 2
Cuba
Cultural Transformation
- 3
New York
Reinvention
- 4
Asia
Connection
- 5
The World
Living Heritage
CULTURE CARRIES MEMORY
African Memory
Restoring African history and ancestral memory to the centre of the worldwide Salsa conversation.
Intercultural Connection
Using history, rhythm and movement to create dialogue across languages, countries and communities.
Living Heritage
Supporting the transmission of Salsa as a cultural practice carried by musicians, dancers, teachers and communities.
HOW SALSA CONCEPT® CREATES IMPACT
Research & Publishing
Developing books, articles and educational resources exploring Salsa’s African roots, historical evolution and global cultural journey.
Explore ResearchEducation & Experiential Workshops
Transforming cultural research into accessible learning experiences combining history, music, guided discussion and movement.
Discover WorkshopsSpeaking & Cultural Dialogue
Creating conversations for universities, companies, cultural institutions, festivals and international communities.
Invite Dr. SalsaHeritage Advocacy
Encouraging informed dialogue around the documentation, recognition and safeguarding of Salsa as a shared living heritage.
Explore the Initiative
FLAGSHIP PUBLICATION • 2026
SALSA: THE UNSTOPPABLE RHYTHM THAT CONQUERED THE WORLD
From Ouidah to Cuba, New York, Asia, and Beyond
The flagship publication of SALSA CONCEPT® follows Salsa’s extraordinary cultural journey across continents through historical research, archival material, lived experience and encounters with the people and communities who carried the rhythm forward.
Published by Asiafrica Consulting (AACO)
LEADERSHIP THROUGH SALSA
FROM KNOWLEDGE TO EXPERIENCE
UPCOMING WORKSHOP • IN DEVELOPMENT
LEADERSHIP THROUGH SALSA
Three Instruments. Three Roles. One Collective Rhythm.
An experiential leadership workshop through Salsa music, rhythm and human connection — currently in development as a discussion concept for the founding experience of SALSA CONCEPT®. No dates are confirmed yet; institutions interested in a pilot conversation are welcome to get in touch.
Discuss a WorkshopAn experiential cultural workshop developed through SALSA CONCEPT® using history, rhythm and movement to explore communication, trust, adaptability, coordination and intercultural leadership.
Available for institutional discussion and pilot collaboration
Discuss a WorkshopWorkshop flow
- 1Cultural and historical introduction
- 2Short keynote or guided discussion
- 3Rhythm and musicality exploration
- 4Beginner-friendly movement
- 5Accessible partnerwork activity
- 6Group reflection and leadership takeaways
Suitable for
- Corporate teams
- Universities
- Cultural institutions
- Festivals and conferences
- International communities
PROFESSIONAL AFFILIATIONS AND HERITAGE ADVOCACY
ADVOCATING FOR THE SAFEGUARDING OF SALSA
On 21 July 2026, the AsiAfrica Foundation opened an initiative advocating for the future recognition and safeguarding of Salsa as intangible cultural heritage of humanity. The initiative draws upon the Salsa History Project and the cultural research developed through SALSA CONCEPT®.
This initiative advocates for future consideration and safeguarding. It does not state or imply that UNESCO has endorsed, approved, recognized or listed SALSA CONCEPT®, the book or the initiative.
THE PEOPLE DEVELOPING SALSA CONCEPT®
FOUNDER
Dr. Roland Amoussou-Guenou — Dr. Salsa
Founder, SALSA CONCEPT®
Author • Researcher • Cultural Educator
Dr. Roland Amoussou-Guenou has spent nearly two decades exploring Salsa through history, music, movement, education and lived cultural experience. His work connects African heritage with the worldwide journey of Salsa and uses rhythm as a platform for cultural dialogue and human connection.
CREATIVE STRATEGY
Chatchakhwan Jindanil — Satang
Creative Strategy & Project Development Lead, SALSA CONCEPT®
- Digital strategy and website development
- Creative direction and visual communication
- Workshop and partnership development
- International communications and project coordination
CURRENT DEVELOPMENT
Flagship book publicationPublished in 2026
Multilingual book platformActive
Experiential workshopsIn Development
Institutional partnershipsOpen for Collaboration
Heritage-safeguarding initiativeOngoing
Speaking and cultural programmesEnquiries Open
ON SOCIAL MEDIA
FOLLOW SALSA CONCEPT® IN MOTION
Moments from the SALSA CONCEPT® journey, shared on Instagram and Facebook as the programme grows.
Adalberto Santiago and Roland (Dr. Salsa) in conversation at the 15th LA Salsa Congress, 2013. Video courtesy of wiggdogg on YouTube.
Watch on YouTubeListen — Classic Salsa Essentials on Apple Music
A short listening companion to the heritage story: classic salsa recordings, streamed from Apple Music. Playlist curated by Apple Music Música Tropical; previews play without a subscription.
Open in Apple MusicSUPPORT THE PROGRAMME
SUPPORT SALSA CONCEPT®
If you would like to support the cultural and educational work of SALSA CONCEPT®, you can make a contribution to the AsiAfrica Foundation by scanning the Thai QR Payment (PromptPay) code below with any Thai banking app.
Account: AsiAfrica Foundation (มูลนิธิเอเชีย-แอฟริกา)
Contributions are received by the AsiAfrica Foundation, the institution under which the programme operates.
BUILD THE NEXT CHAPTER WITH SALSA CONCEPT®
We welcome collaboration with universities, companies, cultural institutions, festivals, media organisations and international communities interested in Salsa’s history, education and worldwide cultural journey.
Start a Partnership Conversation- Host a workshop
- Invite Dr. Salsa to speak
- University or academic collaboration
- Cultural event or festival
- Media interview
- Research collaboration
- Heritage dialogue
- Book distribution or bulk orders