A growing cultural awakening across Africa is beginning to reshape how global brands view the continent, according to Osato Evbuomwan, Marketing Director at Moët Hennessy Nigeria, who recently shared her reflections on LinkedIn.

Notably, in a message that reads as both observation and warning, Evbuomwan suggested that companies still treating Africa merely as an “emerging market” may already be falling behind the pace of change.

Instead, she argued that the continent has become a powerful cultural engine whose influence is quietly shaping global trends.

Importantly, with the eyes of an industry professional who has understood the dynamics and rhythm of the continent’s cultural prowess, she described Africa as rising, affirming how culture is rewriting the global playbook.

Furthermore, she pointed to culture as the clearest signal of Africa’s growing global relevance

Across music, fashion, art, film, language and lifestyle, the continent is no longer simply absorbing influence from abroad; rather, it is projecting its own voice outward.

Consequently, from brand campaigns to talent partnerships and storytelling choices, international companies are increasingly trying to connect with this cultural momentum.

Meanwhile, drawing from her own experience working within global organisations, Evbuomwan reflected on Africa-focused campaigns she has helped shape.

In some cases, she explained, teams invested deeply in understanding local culture.

In others, they approached the continent more cautiously, attempting only to “participate” from the edges.

Significantly, that contrast, she noted, revealed a deeper truth about how brands engage the region.

According to her, too many organisations are still trying to step into African culture as observers, rather than building strategies that grow from within it. Again, she emphasised, that distinction is no longer subtle but decisive.

Ultimately, her comments arrive at a moment when Africa’s creative pulse is increasingly visible on the global stage, suggesting that the continent is not simply joining the future of culture, but actively writing it.