How cultural diplomacy unites diplomats, creatives, trade delegates in Abuja

On the sidelines of the AFREXIM Annual General Meetings in Abuja, something extraordinary happened not in a boardroom, but in a candlelit courtyard filled with music, spices, and bottles from every corner of the world.

NTT Global Destinations, in collaboration with the Embassy of Brazil, hosted “Around the World in a Bottle – One Sip at a Time” on June 26, 2025, a cultural diplomacy event that brought together a perfect mix of AFREXIM AGM delegates, tourism entrepreneurs, creative professionals, foreign diplomats, travel enthusiasts, and leaders from institutions like the African Development Bank and the Nigerian Ministry of Foreign Affairs.

From blindfolded tastings to curated scent journeys and global toasts, attendees experienced a creative simulation of international travel across the continents without boarding a plane.

“So often, we focus only on the boardroom and miss the opportunity for softer, more human engagements,” said Elizabeth Agboola, tourism entrepreneur and host of the event. “We chose this date strategically to complement the various econmonic activities happening in abuja such as the AU MSME Summit and AFREXIM AGM because cultural events like this bring people together in ways economic policy can’t.”

Guests were treated to a journey of storytelling through iconic bottled drinks, spices, and music from Africa, South America, North America, Europe, Oceania, and Asia. The relaxed ambiance encouraged meaningful cross-sector interaction and showcased how culture and tourism are critical entry points into trade, investment, and long-term diplomacy.

“This was a cultural feast,” said Janet Olisa, director of regions, Ministry of Foreign Affairs. “Events like this are a reminder that diplomacy must include shared experiences. Trade thrives when there is mutual understanding and culture creates that bridge.”

Representing the co- host nation, Alexandre Manhaes, Brazil’s counsellor, shared: “Brazil was honored to co-host this unique initiative. Our cultural heritage is rooted in rhythm, flavor, and openness and we saw that mirrored across every embassy and guest here tonight. It was a brilliant way to connect beyond formal protocol.”

Humphrey Oriaki, managing director, PAC Capital, one of the sponsors of the evening, added: “At PAC Capital, we are proud to support ideas that expand Africa’s presence on the world stage. This event exemplifies how the creative and tourism industries are not side stories they are strategic platforms for building trust, curiosity, and trade.”

The event marks the beginning of a new cultural event format designed by NTT Global Destinations to complement high-level summits and trade missions with immersive local engagement. Next edition ‘Around the world in a plate- one spoon at a time’ is already being considered for the October 2025.