Despite the friendly rivalries over which nation makes it best, Jollof rice is acting as a powerful marketing, brand and cultural force that unifies Africa by creating a shared sense of identity and fostering community.
In the mega city of Lagos, the dish recently transcended national borders and language barriers, serving as a common cultural touchstone that attracted chefs, artisans, celebrities and visitors from across Africa and the world.
Designed to celebrate African food, fashion, music, traditional games and arts heritage, the 2025 edition of Firewood Jollof Festival attracted thousands of attendees from across Africa, and brought together chefs from Ghana, Senegal, Sierra Leone and Nigeria, to Muri Okunola Park, Victoria Island, Lagos.
Commenting, Chizoma Chukwueke, Founder and Chief Executive Officer of Firewood Jollof Nigeria, specifically mentioned that the festival has become a platform for marketing, brand growth and tourism.
“Firewood Jollof is more than a food festival. It is a platform that drives local business and tourism. Last year, we supported small vendors and attracted about 10,000 visitors. This year, we have surpassed that expectation from the crowd we see,” she said.
With support from notable corporate brands like Access Bank, which returned as lead sponsor, MTN, Nestlé and Devon King’s Oil also supported the event.
Celebrities and food influencers such as Sisi Yemi, Enioluwa Adeoluwa, Shina Peters, Tomilke, Chef Tolu and Diary of a Kitchen Lover, added colour to the celebration.
Jollof rice originated from the Wolof Empire (present-day Senegal and The Gambia), and has spread across the entire West African region, with nearly every country developing its own unique twist. This shared history provides a common reference point that transcends modern borders, languages and specific cultural differences.
With the theme, “Unifying African Jollof”, this year’s Firewood Jollof festival provided a common point of reference and a deep sense of a collective cultural identity.
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