Algeria's Culture Minister Soria Mouloudji has announced a UNESCO application for «the art and architectural decoration – zellige». The minister added that her department was working to inscribe this ancestral know-how, which she described as «Algerian», on the Intangible Cultural Heritage list by month's end. The Algerian media Echorouk, which reported the news, accused Morocco of promoting the fact that zellige was of Moroccan origin. According to the same source, citing «numerous Moroccan heritage experts and craftsmen», Tlemcen artisans established zellige's legacy which later travelled to Morocco. This isn't the first time zellige has been a point of contention. In 2022, German sportswear giant Adidas faced accusations of cultural appropriation from Morocco for using zellige motifs on the Algerian national soccer team's jerseys. The Moroccan Ministry of Culture and Communication contested the design, and Adidas ultimately clarified that the motifs were not intended to be disrespectful. The company expressed «deep respect for the people and artisans of Morocco».
