The 2025 China-Africa CEO Dialogue, held in June as part of the China-Africa Economic and Trade Expo (CAETE), highlighted a shift in international partnerships, with growing emphasis on branding, cultural fluency, and soft power. Among the Nigerian delegates was Tobiloba Adeyemo, founder of Raptview, whose contribution underscored Africa’s rising creative influence in global trade conversations.

Speaking during the event, Adeyemo said, “Africa doesn’t need handouts—we need equal partnerships. This dialogue proved that we are more than ready.” He participated in several panels that explored product localisation, narrative strategy, and cultural sensitivity as critical dimensions of trade and investment.

The expo, hosted by the All-China Federation of Industry and Commerce and the Hunan Provincial Government, convened over 1,000 delegates from more than 40 African countries. While primary discussions focused on trade and infrastructure, several forums shifted attention toward branding and the role of cultural insight in business success.

At the China-Africa CEO Dialogue on June 13, hosted by the Department of Commerce of Hunan, the Changsha Municipal Government, and Choice International Group, Nigerian and Chinese leaders explored co-designed growth strategies. Notable participants included Temi Popoola of the Nigerian Exchange Group, Iyabode Soji-Okunsanya of Access Bank, and Peng Shoubo of Bank of Communications in Johannesburg.

The CEO Dialogue also featured former associates and mentors of Adeyemo, including Chief Diana Chen of Choice International Group and Jubril Arogundade of LAGRIDE. A widely circulated photograph from the event showed Adeyemo alongside Popoola, Chen, and other business leaders, signalling the expanding presence of African creatives in high-level international forums.

Adeyemo also participated in the Nigeria-China Investment Dialogue, co-organised by the Nigerian Embassy in China and the China-Africa Business Council. The session featured top officials, including Foreign Affairs Minister Yusuf Tuggar, Trade and Investment Minister John Enoh, and the DG of the Nigeria-China Strategic Partnership, Joseph Tegbe. Discussions focused on bilateral cooperation, with growing interest in integrating design thinking and youth-led innovation.

“Africa often talks about exports in terms of commodities, but what truly scales is understanding. The way a product speaks matters just as much as what it offers,” Adeyemo told attendees during a strategy forum. He also unveiled an early concept of the Cultural Readiness Index, a diagnostic tool for businesses seeking to ethically engage African markets.

The event reflected evolving expectations within Africa’s trade diplomacy. For Adeyemo, whose firm Raptview focuses on brand localisation and behavioural insight, branding is not about visibility, but belonging. “You don’t get a second chance to speak to people’s dignity,” he said. “We either co-design the future, or we export misunderstandings.”

The gathering was supported by sponsors including Ganfeng Lithium and China Mengniu Dairy and featured robust Nigerian representation, with officials from both federal and state governments, private sector executives, and cultural leaders in attendance.

As Africa’s creative economy expands, the participation of professionals like Adeyemo illustrates how storytelling and cultural context are becoming central to shaping outcomes in trade, investment, and diplomacy.