This paper argues that South Africa’s economic diplomacy interacts with the normative anchors of Pretoria’s foreign policy within a framework that is informed by South Africa’s own history and world view, as well as by the regional context in which it operates. It argues that the regional context and the constraints this imposes on South Africa have led to an inconsistent and potentially weak linkage between the country’s norms and its economic diplomacy as two interactive sides in the country’s regional policy.