German journalist stunned by India’s hoarding culture: ‘Seen more photos of Friedrich Merz here than in Germany’

Ahmedabad roads filled with welcome hoardings surprised German journalist.

The scale of India’s hoarding and welcome culture left a German journalist visibly surprised during German Chancellor Friedrich Merz’s visit to the country. Michaela Küfner, who is in India to cover the high-profile trip, shared a video from Ahmedabad showing long stretches of posters and billboards put up across the city to welcome the visiting leader.

Posting the clip on X, Küfner remarked on the overwhelming visibility of Merz’s photographs. “When you are the official guest of India’s prime minister you will see the photo your staff handed in a lot,” she wrote, adding that the city appeared “covered in more photographs of German Chancellor Merz than I had seen in my whole life before.” While calling it a “common courtesy,” she described the scale as “intense” from an outsider’s perspective.

When you are the official guest of India‘s prime minister you will see the photo your staff handed in a lot….. The whole city is covered in more photographs of German Chancellor Merz than I had seen in my whole life before. 🇮🇳 Here a common courtesy - to us: intense. pic.twitter.com/xPrIMe2yKq

— Michaela Kuefner (@MKuefner) January 12, 2026

Her post quickly drew reactions from social media users, many of whom said the display was typical of Indian hospitality. Some defended the practice as a cultural norm rather than excess. One user said such public welcomes reflect India’s tradition of honouring guests, while another linked it to the idea of Atithi Devo Bhava, noting that respect and visibility are integral to how visitors are received in the country.

Others, however, questioned the necessity of such elaborate displays in public places. A few users argued that diplomacy does not require cities to be blanketed with posters, calling it an over-the-top exercise funded by public money. One comment described the hoardings as “optics theatre,” suggesting that meaningful outcomes matter more than visual grandeur.

Chancellor Merz’s India visit included meetings with Prime Minister Narendra Modi, participation in a kite festival in Ahmedabad, and a visit to the Sabarmati Ashram. Sharing a post after their meeting, PM Modi said ties between India and Germany continue to strengthen through shared values, cooperation and mutual understanding.