By Uche Kalu
The 2025 Afia Olu Festival, proudly sponsored by Life Beer, came to a vibrant close in Nnewi on Saturday, leaving an indelible mark of unforgettable memories and cultural pride. This joyous celebration, rich in tradition and community spirit, united families, friends, and revelers in a dazzling spectacle of music, dance, and festive cheer.
Life Continental Lager Beer, the brew that embodies the resilience, ambition, and unrelenting spirit of ndi Igbo, has demonstrated its deep love for Igbo culture by partnering with the people of Nnewi to bring the 2025 Afia Olu festival to life, celebrating the rich cultural heritage of the community.
Representing Governor Chukwuma Soludo at the event, Commissioner for Culture and Tourism, Comrade Don Onyenji, expressed delight at the festival’s overwhelming success, which was held at the iconic Nkwo Nnewi Triangle.
While commending Life Beer for transforming Afia Olu into a spectacular event, he observed that the brand’s bold participation has catapulted the cultural festival to an enviable status as a major tourist attraction. He cited the massive turnout of people from around the world as testament to this achievement.
The Marketing Director, Nigerian Breweries Plc, Sarah Agha, beamed with delight at the event, expressing gratitude that the people of Nnewi, led by their esteemed royal father, Igwe Kenneth O.N Orizu III, warmly embraced Life Continental Lager Beer, enabling the brand to deeply connect with the community’s rich cultural heritage.
“We thank everybody who graced the 2025 Afia olu today. Our special thanks go to the royal fathers, ably represented by HRH Igwe KON Orizu who offered us the opportunity to participate in this festival,” she noted.
She added that the similarities in the brand proposition of Life Continental Lager Beer and the Nnewi people would always be a source of encouragement for the brand to continually identify with ndi Igbo and ndi Nnewi in particular.
Mrs. Agha expressed optimism that the symbiotic relationship between Life Continental Lager and ndi Nnewi will not only endure but flourish, promising an even more spectacular celebration next year.
Corporate Affairs Manager, East, Nigerian Breweries Plc, Joy Egolum, noted with satisfaction that through Life Continental Lager Beer, the company has consistently demonstrated its commitment to resonating with and celebrating the rich cultural heritage and traditions of the people.
“Today, we’re proud to support the Afia Olu festival in Nnewi, embodying our brand’s promise to celebrate tradition, resilience, and enterprise – values that define the people of Eastern Nigeria. The New Yam festival is a significant cultural event in our region, and we’re committed to honoring it,” she maintained.
President General, Nzukora Nnewi, Prince Jude Osumuo, lauded Nigerian Breweries for their bold sponsorship of the 2025 Afia Olu festival, describing it as a significant move. He emphasized the festival’s importance to Nnewi people, highlighting their desire to showcase and elevate their rich cultural heritage to the global stage.
The event drew an impressive gathering of dignitaries from Nnewi and beyond, including Labour Party governorship candidate, Chief George Moghalu; Senator-elect for Anambra South, Chief Emmanuel Nwachukwu; the Obi of Uruagu, Obi Afam Charles; Obi Benneth Okafor of Umudim; and Obi George Onyekaba of Nnewichi, among other prominent figures.
The event’s highlights included a thrilling chefs’ competition, sponsored by Nigerian Breweries, featuring the four villages of Nnewi: Otolo, Uruagu, Umudim, and Nnewichi. The competition saw Umudim’s chef emerge victorious, claiming the top prize of N2 million, followed by Otolo’s chef who won N1.5 million. Nnewichi and Uruagu’s chefs secured third and fourth positions, taking home N750,000 and N500,000, respectively.
Other exciting attractions included a thrilling wrestling competition featuring competitors from the four villages, where defending champion Uruagu emerged victorious to retain their title. The event also showcased an impressive yam pyramid consisting of 1,210 tubers, vibrant masquerades, and captivating cultural dances.
