Learning Cultural Branding: Nigeria’s Path Inspired by China’s Strategy

Nigeria’s Cultural Branding Journey: Lessons from China’s Experience

The Nigerian government has announced plans to collaborate with China to enhance its cultural branding and boost the tourism and creative sectors.

Minister of Art, Culture, and the Creative Economy, Hannatu Musawa, highlighted China’s global influence through its cultural exports and expressed Nigeria’s intent to learn from China’s success in monetizing culture.

Speaking at a New Year gala celebrating China-Nigeria friendship in Abuja, Musawa emphasized Nigeria’s rich cultural heritage and the potential for co-production agreements and capacity-building initiatives between the two nations.

She stated, “We’re discussing projects that focus on infrastructure for the creative industry and cultural sectors. It’s essential for Nigeria to tap into China’s experience in branding and tourism, with the aim of revitalizing our own creative industries.”

The Chinese Cultural Counselor, Yang Jianxing, underscored the importance of cultural and people-to-people exchanges in enhancing China-Nigeria relations.

He announced that the China Cultural Centre would host a series of activities in 2025 to promote culture, tourism, and education, aligning with the “Beijing Action Plan” under the Forum on China-Africa Cooperation (FOCAC). These initiatives aim to deepen the friendship between the people of China and Nigeria.

Chairman of the House of Representatives Committee on Nigeria-China Relations, Jafaru Yakubu, praised the long-standing ties between the two nations and stressed the need for stronger cultural and legislative collaboration. He stated, “This celebration is geared toward rebuilding stronger cultural ties.

The Nigeria-China Relations Group will continue to explore legislative means to strengthen bilateral relations across sectors.”

This strategic partnership aims to tap into China’s expertise in cultural branding and creative industries, unlocking new opportunities for Nigeria’s economic growth and cultural exchange.

By leveraging China’s experience, Nigeria seeks to revitalize its own creative industries and present its rich cultural heritage to a global audience.