Beyond Festivals: Why Nigeria Must Learn to Sell Everyday Culture
Culture was never designed to exist only on event calendars. It wakes before sunrise in the woman preparing akamu over a charcoal stove. It greets customers in the trader who still bargains with humor inherited from generations before him. It echoes through the rhythmic tapping of a blacksmith’s hammer in Awka, the patient weaving of Akwete cloth in Abia, the colorful conversations inside Kofar Mata Dye Pits in Kano, and the comforting aroma of fresh ofe nsala drifting from a family kitchen. These are not performances. They are everyday life.

