Towards positioning African culture as a dynamic, global force for innovation and economic growth, the convener of Afrikan Fusion Festival (AFF), Adeife Odoko, has reiterated commitment to showcasing the depth and diversity of African heritage on the global stage.
  
Leveraging her expertise in cultural diplomacy, marketing and fashion entrepreneurship, Adeife is poised to bridge the gap between culture and commerce through AFF by positioning the creative industries as economic drivers.

According to her, AFF was born out of a desire to address the underrepresentation and generalisation of African culture globally with the aim to promote African creativity across fashion, music, film, and esports while facilitating trade and partnerships.
  
This was the showcase at the inaugural AFF held in Sweden last year 2024 with the theme ‘Afrika Unveiled’, as the success of the event validated the need for a global platform that elevates African creativity and fosters cross-cultural connections.
  
The event featured a vibrant blend of sustainable fashion showcases, music performances, digital art exhibitions, and business roundtables. Highlights included an award ceremony recognising individuals and organisations promoting African culture globally, as well as significant representation from embassies and cultural stakeholders.
  
Remarking, Adeife said: “Having lived in Sweden and worked with global brands, I realised the need to create a platform that celebrates the depth of African heritage while fostering cultural integration and sustainability. AFF stands out for its comprehensive approach, blending cultural celebration with economic impact and sustainability. We emphasise sustainable tourism by aligning the festival with global eco-conscious practices.
  
“By showcasing the profitability of culture-driven initiatives, we aim to demonstrate how the creative economy can significantly contribute to Nigeria’s GDP, similar to models seen in countries like South Africa and Kenya. Additionally, we connect African creatives and SMEs with international buyers and investors, fostering economic opportunities.”