Guinness Nigeria Brings Ijebu Heritage, Cultural Pride to Life – THISDAYLIVE

Lanre Odukoya

In Ijebuland, culture is not merely remembered; it is lived. Every year, the ancient town of Ijebu-Ode transforms into a grand theatre of identity where history, prestige, fashion, music, commerce, and tradition converge in one of Africa’s most celebrated cultural gatherings. The Ojude Oba Festival is a living archive of a people’s story.

This year’s edition carried a significance that transcended celebration. For the first time in recent history, the revered festival was held without a reigning Awujale on the throne following the passing of Oba Sikiru Kayode Adetona on July 13, 2025, after an extraordinary 65-year reign that shaped modern Ijebuland. Yet, in honour of the late monarch’s wish that the festival should continue uninterrupted during any interregnum, the people gathered once again under the stewardship of the Regent of Ijebuland, Chief Sonny Folorunso Kuku.

Guinness Nigeria Plc through its culturally rooted brand, Orijin joined the people of Ijebuland in preserving and celebrating this rich cultural heritage. Recognising Ojude Oba as one of Nigeria’s most important expressions of indigenous identity, the company returned to the festival with experiences designed to celebrate culture, strengthen community connections, and honour the traditions that continue to define Ijebuland.

What unfolded was a remarkable demonstration of resilience. From dawn, the streets of Ijebu-Ode came alive with a dazzling display of colour and pageantry. Hundreds of regberegbe groups, elegantly adorned in intricately woven Aso-Oke and Damask, arrived in coordinated processions that showcased the creativity, prosperity, and unity for which the Ijebu people are renowned.

The famous horse-riding families delivered their customary spectacle, parading magnificent steeds through cheering crowds. The thunderous rhythm of talking drums reverberated across the town while cultural troupes, traditional dancers, and praise singers transformed every corner into a stage for heritage.

Dignitaries, business leaders, royalty, tourists, and members of the global Ijebu diaspora stormed the town in millions, reaffirming Ojude Oba’s position as one of Nigeria’s most important cultural and tourism assets.

For Guinness Nigeria, participation in Ojude Oba extends beyond sponsorship. It reflects a broader corporate philosophy that recognises culture as an important vehicle for social cohesion, community development, and national identity.

Nowhere was this commitment more evident than at the Orijin Beer Village, located at the Itoro Local Government Secretariat.

Introduced last year, the Orijin Village returned in 2026 as one of the festival’s most anticipated attractions and proved it had earned that reputation.

Designed as a vibrant cultural destination, the expansive arena became a melting pot where generations connected through music, storytelling, entertainment, and shared experiences. Guests poured into the venue from across Ogun State and beyond. Families, returning indigenes, tourists, and culture enthusiasts filled the grounds, creating an atmosphere that reflected the warmth and hospitality for which the Ijebu people are known.

As evening descended, the Village transformed into a pulsating entertainment hub.

Veteran Fuji icon Adewale Ayuba thrilled audiences with a rich repertoire of timeless classics, including Bubble, Mr. Johnson, Bonsue, and his comeback hit Koloba Koloba. The performances triggered waves of nostalgia among older guests while introducing younger audiences to the enduring appeal of Fuji music.

The excitement continued with energetic performances by Fujicologist, Jesse King, and DJ YK, whose sets kept the audience dancing deep into the night.

Social media influencers, including Jenny U.K., Sharonniah, Busayo_debs, and Heynikeh documented the festivities for thousands of followers online, extending the reach of the celebration far beyond Ijebu-Ode and ensuring that younger Nigerians experienced the festival through a contemporary lens.

For four thrilling nights, the exclusive Orijin Villages offered an elevated hospitality experience where guests enjoyed expertly curated beverage creations while immersing themselves in the cultural ambience that defined the celebration.

The result was a carefully balanced blend of modern execution and African authenticity – an experience that reflected both the spirit of Ojude Oba and the cultural positioning of the Orijin brand. According to Otunba Deji Osibogun, a member of the Ojude Oba 2026 Planning Committee, the contribution of Orijin has become increasingly important to the continued growth and relevance of the festival.

For Guinness Nigeria, the partnership aligns with a longstanding commitment to supporting platforms that celebrate Nigerian culture and create meaningful connections with communities.

Corporate Communications and Legal Director, Guinness Nigeria Plc, Rotimi Odusola, said the company’s involvement reflects its belief that businesses have an important role to play in preserving cultural institutions that define collective identity.

Indeed, as the festival drew to a close and the lights gradually dimmed across Ijebu-Ode, one reality remained unmistakable. Ojude Oba continues to demonstrate that tradition can thrive in a rapidly changing world when institutions, communities, and responsible corporate citizens work together to sustain it.

In supporting the festival through Orijin, Guinness Nigeria did more than participate in a celebration. It reinforced the enduring relevance of culture as a force that unites generations, strengthens communities, and preserves the stories that define a people.

And in a year marked by reflection, continuity, and renewal, that contribution resonated deeply across Ijebuland – where heritage once again found its most vibrant expression.