Orijin inspires recognition of culture, shared identity with Ojude Oba Festival

Orijin, Nigeria’s culturally inspired beverage brand, has inspired the infusion of centuries-old celebration with bold Afro-urban energy that honoured both ancestral tradition and modern expression at the recent Ojude Oba Festival in Ijebu-Ode.

Across the Orijin festival village, the brand featured top Yoruba music acts and created an immersive, soul-stirring experience that left festival goers awash in the colours, sounds, and pride of Yoruba culture.

Ojude Oba, one of Nigeria’s most cherished cultural events, once again transformed Ijebu-Ode into a dazzling display of heritage. Families, dignitaries, and tourists gathered to pay homage to the Awujale of Ijebuland, custodian of the people’s values and traditions. Amid the pageantry, Orijin stood tall as a cultural ally, bridging generations with a presence rooted in storytelling, celebration, and shared identity.

Speaking on the brand’s continued cultural investment, Yinka Bakare, marketing and innovation director of Guinness Nigeria, said the event is more than a festival; it is a living tribute to identity, pride, and the timeless values of the Ijebu people.

According to him, supporting this event is a reflection of Orijin’s commitment to honouring culture in meaningful ways that resonate across generations.

Uche Onwudiwe, head of marketing, mainstream spirits & RTS, said that the brand’s commitment to cultural celebration extends far beyond Ijebuland, adding that the brand continues to support iconic events such as the Osun-Osogbo Festival, a spiritual and cultural cornerstone in Yoruba tradition that attracts thousands of visitors globally.

“From Ijebu-Ode to Osogbo, Orijin remains committed to celebrating the soul of our communities. Our support for festivals like Ojude Oba and the Osun-Osogbo festival reflects our belief that heritage is not static, it’s vibrant, evolving, and worthy of being celebrated boldly,” he said.

The Orijin festival village was a standout attraction, drawing thousands who came to revel in live performances by iconic acts like 9ice, Reminisce, and Fuji maestro Saheed Osupa. Guests enjoyed not just music but dancing competitions, games, culinary delights, and the shared joy of community, all true to Orijin’s ethos of spotlighting the very best of our rich cultures and heritage, be it fashion or food.

A defining moment was the majestic entrance of Princess Adesile, a royal daughter of Ijebuland, who graced the grounds on horseback in elaborately embroidered regalia. Partnering with Orijin to elevate the moment, she brought to life the spirit of cultural continuity, heritage and pride. Equally powerful was the deep tribute by Adeboye Kasali, who reflected on the enduring legacy of his lineage and the cultural significance of Ojude Oba in preserving identity and honour.

Throughout the festival, Orijin’s experiential hub became a cultural playground, celebrating Yoruba heritage with a fresh and contemporary edge. From traditional storytelling corners and fashion showcases to interactive games and dynamic photo booths, the brand created spaces where both the old and the young could engage with culture in authentic, memorable ways.