Each year, shortly after the Eid al-Kabir celebration, Ijebu Ode in Ogun State transforms into a vibrant showcase of culture, tradition, and community pride. The Ojude Oba Festival—one of Nigeria’s most iconic cultural events—takes centre stage, attracting a mix of indigenes, tourists, dignitaries, and celebrities from across the country and beyond.
Originally a modest post-Eid thanksgiving gathering by early Muslim converts in Ijebuland, the festival has evolved into a grand spectacle of regberegbe (age-grade) parades, colourful fashion, decorated horses, and traditional homage to the Awujale, the king of Ijebuland. This longstanding cultural pageantry serves as a strong display of unity, pride, and Yoruba heritage.
Global Spotlight and the Farooq Oreagba Effect
While the festival has always held cultural significance, its global relevance reached a new height in 2024, largely due to the now-viral presence of Farooq Oreagba—a cancer survivor, corporate executive, and style icon. Oreagba’s striking appearance on horseback, decked in a regal agbada, tattoos, sunglasses, and a signature hat tip with a cigar in hand, captivated millions online and brought unprecedented international attention to the event.
His look blended traditional elegance with contemporary flair, turning him into an unofficial cultural ambassador and a social media sensation. Platforms like Instagram, TikTok, and X were flooded with high-definition photos and videos, propelling Ojude Oba from a regional celebration into a global cultural moment.
Visual Storytelling as Cultural Currency
The power of storytelling through visual media has played a crucial role in reshaping perceptions of the festival. In contrast to the informal documentation of previous years, recent editions of Ojude Oba have benefited from the involvement of professional photographers, content creators, and visual artists. Their work captured the intricate designs, emotional exchanges, and rich performances that define the festival—making it accessible and appealing to global audiences.
The “King of Steeze” Returns
In 2025, anticipation built again as social media buzzed over whether Oreagba would make a second grand appearance. When he finally arrived, donning a refined version of his previous attire, the reaction was swift and euphoric. Nicknamed “King of Steeze 2.0” by admirers online, Oreagba's return was widely celebrated and documented, with the National Council for Arts and Culture praising his style as a “masterclass in elegance and tradition.”
His story of survival—having beaten bone-marrow and skin cancer in 2014—added emotional weight to his public image. His tattoos, many inked after recovery, symbolise resilience and renewal, making him both a dignified cultural figure and a modern hero to many Nigerians.
Cultural Wealth and Economic Impact
Beyond aesthetics, the festival has become a major economic driver in Ijebu Ode. Hotels are fully booked weeks in advance. Restaurants, lounges, tailors, transporters, and street vendors all experience a surge in business. Local artists gain exposure, and youth participate in traditional exhibitions—creating jobs and stimulating the local economy.
More than just boosting commerce, Ojude Oba fosters inter-generational learning, promotes Yoruba identity, and strengthens civic pride. Its increasing popularity also contributes to broader recognition of Nigeria’s cultural depth and creativity.
Missed Opportunities Amid Celebration
Despite the festival’s soaring global profile, the Ogun State Government has been criticised for failing to upgrade infrastructure leading into Ijebu Ode. Visitors complained about poor roads, potholes, and heavy traffic, which dampened the festival experience. Many called this a missed opportunity, arguing that better infrastructure would enhance tourism and encourage investment.
Observers described it as a glaring example of disconnect between cultural heritage and governance, noting that a state rich in cultural capital should not lag in providing basic infrastructure.
Brands Tap into Cultural Capital
Corporate Nigeria, however, seized the moment. Brands across banking, telecoms, fashion, and beverage sectors flooded the festival with strategic sponsorships—supporting regberegbe groups, launching branded activations, and setting up themed installations. For many companies, Ojude Oba became a powerful platform to build consumer loyalty and align with values of excellence, unity, and heritage.
The Path Forward
Ojude Oba is no longer just a cultural event—it is now a symbol of Yoruba sophistication, a driver of economic activity, and a model for cultural branding. Its recent resurgence has shown how strategic storytelling, modern presentation, and deep-rooted tradition can elevate a festival to global acclaim.
To sustain this growth, stakeholders are calling on the Ogun State Government to prioritise infrastructure, invest in the creative economy, and establish Ojude Oba as a cornerstone of the state’s tourism master plan. This includes providing grants to local artisans, digitising cultural archives, and positioning Ijebu Ode as a year-round heritage destination.
As the world continues to watch, Ojude Oba stands ready to become not just a celebration—but a legacy.
ADEOLA KUNLE
