Firm to celebrate cultural identity at Osun-Osogbo

As preparations intensify for the 2026 Osun-Osogbo Cultural Festival, Guinness Nigeria Plc, has reaffirmed its commitment to shaping and celebrating the country’s cultural identity through Orijin, its flagship mainstream spirits brand.

The commitment was reiterated at the Osun-Osogbo Global Summit 2026 Press Conference held in Osogbo, Osun State, ahead of the annual festival scheduled to take place from July 27 to August 7, 2026.

“As a business at the forefront of culture-driven experiences, Guinness Nigeria continues to use Orijin as a platform to bring culture to life in contemporary and meaningful ways  connecting tradition with modern expression and engaging new generations,” the statement read.

Speaking on the partnership, Corporate Relations and Legal Director, Guinness Nigeria Plc, Rotimi Odusola, said the company’s support for the festival reflected a deliberate focus on driving connection and deepening appeal leveraging cultural platforms and partnership while contributing to long-term socio-economic development.

“At Guinness Nigeria, we recognize culture as one of our most valuable national assets — not only to be preserved, but to be lived and experienced today.

“Through Orijin, a brand inspired by our roots and reimagined for the present, we continue to champion platforms like the Osun-Osogbo Festival that bring people together, celebrate identity, and showcase the richness of Nigerian culture to the world,” he said.

He noted that Orijin’s sustained involvement in the festival reflected its unique ability to connect deeply with the values, authenticity, and evolving expressions of the Osun-Osogbo experience.

The 2026 edition of the festival is themed “Preserving Heritage, Inspiring the Future,” underscoring the collective responsibility of safeguarding cultural traditions while ensuring their continued relevance for future generations.

The Osun State Governor, Ademola Adeleke, represented by the Commissioner for Culture and Tourism, Abiodun Bankole, commended Guinness Nigeria and Orijin for their continued support and highlighted the festival’s growing economic significance.

“The festival cannot be sustained by the government alone. We need the support of corporate organisations because it represents a major cultural and economic investment opportunity for Osun State and Nigeria,” he said.

In his remarks, the Ataoja of Osogbo, Oba Jimoh Olanipekun, praised the contribution of Guinness Nigeria through Orijin and called for greater private sector participation in cultural tourism.

Recognised globally as a UNESCO-inscribed cultural treasure, the Osun-Osogbo Festival has evolved over more than 600 years into one of Africa’s most celebrated cultural gatherings.

The 2026 edition is expected to attract over 500,000 visitors from across Nigeria and around the world, further strengthening Osun State’s position as a leading cultural tourism destination.