From Aloysius Attah, Onitsha
Nnewi community, Anambra State erupted into a cultural carnival and extraordinary showcase of indigenous tradition and craft at this year’s Afia Olu Festival held recently.
The annual event which traditionally signifies the community’s period of eating the New Yam and thanking God for a bountiful harvest, however, took another dimension and upgrade following the sponsorship by Life Lager Beer.
The Nkwo Nnewi Triangle, venue of the event, was literally shut down as a huge crowd made their way to the venue to witness a cultural spectacle and experience some fun that is usually only available once a year.
There was heavy drumming, singing, trumpeting and breathtaking dance steps by cultural dancers who thrilled guests who had been seated before the arrival of dignitaries.
It was all glamour and show of opulence, as an estimated crowd of 5,000 people that included members of the Nnewi community, friends, well-wishers and some prominent individuals who came from outside Nnewi, participated in the celebration of the long-standing cultural carnival for which the people are known. The weather was clement as the sun shone brightly out of the azure sky.
As early as noon that day, the spacious Nkwo Nnewi Triangle had begun to witness a massive influx of spectators.
The roomy place was largely suffused with beautifully coloured masquerades and traditional dancers who entertained the people. Gaily dressed Nnewi women, known for their panache and active social lifestyle, were a marvel to behold. The men, equally in their beautiful traditional attire, swirled to the suiting rhythm of drums and other musical instruments on that somewhat balmy afternoon. It was a gathering of who is who in Nnewi land. The spacious venue was filled with an air of brotherliness, friendship and razzmatazz.
Outside the amphitheatre, there was a huge crowd as people who could not be accommodated inside the main venue gathered around the space. It was the most attended ceremony since the inception of the festival. This was made possible by the corporate participation of Life Beer.
The people believe in the fact that communities and their members should realise that the little concerted efforts towards recognising and upholding their culture and tradition, as well as providing some necessities of life without waiting for the government, would make life worth living.
People should look inwards and see how they can complement the government’s efforts toward a better life, which includes promoting peace and unity among the people. This is what the Afia Olu Festival represents.
The New Yam festival, which marks the harvest season and reaffirms the identity of the people, came alive with masquerades, wrestling, music and a carnival of colour at the Nkwo Nnewi Triangle. Families, friends and visitors left with memories steeped in heritage and a festive cheer.
Life Continental Lager Beer that mirrors the resilience and entrepreneurial spirit of Ndigbo again demonstrated its bond with the people by partnering with the Nnewi Community to stage the annual festival in style.
The Commissioner for Culture and Tourism, Comrade Don Onyenji, who represented the state Governor, Chukwuma Soludo, hailed the spectacle, noting that Life Beer’s bold sponsorship had elevated Afia Olu to a major cultural attraction.
He said the impressive turnout, including guests from across Nigeria and abroad, underlined its profile that is on the rise.
He said Afia Olu Festival is a significant event in Nnewi, which symbolises gratitude for a great harvest and honouring the Igbo cultural heritage. He noted that yam is regarded as the king of crops, which made it an important crop that serves as food in Igbo land.
“The Afia Olu festival, also known as the New Yam Festival, is a significant celebration for the Nnewi people, primarily marking a successful harvest and gratitude to God and ancestors for the bounty of the new yam crop. Its significance extends to celebrating community, identity and culture through traditional rites, cultural dances and the public declaration of the new yams as fit for consumption. It also serves as a time for renewal, well-being and homecoming for the people,” he said.
Marketing Director of Nigerian Breweries Plc Sarah Agha expressed joy that the people of Nnewi, represented by the royal father, High Royal Highness (HRH) Igwe KON Orizu III welcomed Life Continental Lager Beer warmly, making it possible for the brand to boldly immerse itself in the people’s culture, even as she expressed her gratitude to the people of Nnewi and their monarch for embracing the brand.
“We thank everyone who attended the 2025 Afia Olu Festival. Our special thanks go to the royal fathers, represented by His Royal Highness (HRH) Igwe KON Orizu, who gave us the opportunity to participate in this year’s festival,” she said.
She noted the similarities between the values of Life Beer and the Nnewi people, assuring that the partnership would flourish with an even more spectacular edition next year.
She said: “We believe that the pride and culture of Igbo people should be celebrated beyond the shores of Nigeria. And that’s why we are here, to celebrate this unique festival and to ensure that people all over the world hear about this festival, so that next year, together with Ken Maduakor, we will make it much bigger than what we have experienced today.”
Also, the Corporate Affairs Manager (East) of Nigerian Breweries Plc, Joy Egolum, said: “Through Life Beer, we are proud to support the Afia Olu Festival, which embodies our brand’s promise to celebrate tradition, resilience and enterprise, which are values that define the people of Eastern Nigeria.”
On his part, the President-General of Nzukora Nnewi, Prince Jude Osumuo described the sponsorship as a bold move that would further project the town’s heritage to the global stage.
By the close of the festival, those who are indigenous to Nnewi and guests marvelled at the innovations Life Beer introduced to this year’s festival. From the yam pyramid built with 1, 210 tubers to the amphitheatre that hosted thrilling events, the mysterious blue men carrying Life Beer flags, the chefs’ competition with its mouth-watering prizes and the first-ever blue carpet reception for guests, the experience was a cultural showcase never seen before in Nnewi.
The brand’s Obiagu theme struck a chord, echoing the resilience of the Igbo and aligning with Nnewi’s industry and business acumen—a legacy championed by forebears such as Nigeria’s first billionaire and father of Chukwuemeka Odumegwu Ojukwu, Sir Louis Odumegwu Ojukwu.
The festival attracted dignitaries, including Labour Party’s governorship candidate, Chief George Moghalu; Senator-elect for Anambra South Senatorial District, Chief Emmanuel Nwachukwu; the Obi of Uruagu, Obi Afam Charles; Obi Benneth Okafor of Umudim and Obi George Onyekaba of Nnewichi.
The event also featured the Nigeria Breweries-sponsored cooking contest, where Umudim clinched the top prize of N2 million, Otolo came second with N1.5 million and Nnewichi and Uruagu received N750,000 and N500,000 respectively.
Uruagu also retained its crown in the wrestling competition, while masquerade displays and vibrant dances added to the spectacle.
From the yam pyramid to the clash of chefs, from the roar of wrestlers to the mystery blue men, Afia Olu 2025 proved that Igbo culture thrives when tradition meets innovation. With Life Beer’s support and Nnewi’s unyielding pride, the festival reaffirmed its place as both a cherished Igbo celebration and a global showcase of heritage.
The Afia Olu festival featured a prominent yam pyramid, which was sponsored by Life Beer. It serves as a powerful symbol of abundance and a toast to traditional culture, similar to the historical groundnut pyramids of Northern Nigeria. This modern addition to the traditional New Yam Festival is a cultural spectacle that highlights the importance of yams in Igbo culture and serves as a festive symbol of the harvest.
Chukwuma Nwosu, an indigene of Umudim Nnewi said he looks forward to the next edition of the festival in 2026. He commended the sponsors for bringing the festival to international limelight.
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