The 2025 Afia Olu Festival ended on a dazzling note in Nnewi on Saturday, with Life Beer at the heart of the celebration. The centuries-old New Yam festival, a proud marker of Igbo identity, came alive with music, dance, masquerades, and communal joy, leaving families, friends, and visitors with memories steeped in both tradition and pride.
Life Continental Lager Beer, the brew that embodies the resilience, ambition, and unrelenting spirit of Ndi Igbo once again deepened its cultural ties by partnering with the people of Nnewi to stage the Afia Olu festival in grand style.
Representing Governor Chukwuma Soludo, Commissioner for Culture and Tourism, Comrade Don Onyenji, hailed the spectacle at the iconic Nkwo Nnewi Triangle, describing it as a major cultural attraction boosted by Life Beer’s bold sponsorship. He noted that the massive turnout, which drew participants from across Nigeria and beyond, underscored the festival’s growing stature.
Marketing Director, Nigerian Breweries Plc, Mrs. Sarah Agha, expressed gratitude to the Nnewi community, led by their revered monarch, Igwe Kenneth O.N. Orizu III, for warmly embracing the brand.
“We thank everyone who graced the 2025 Afia Olu today. Our special thanks go to the royal fathers, ably represented by HRH Igwe KON Orizu, who gave us the opportunity to participate in this festival,” she said.
Mrs. Agha highlighted the shared values between Life Beer and the people of Nnewi, promising that the partnership would flourish in the years to come, with an even more spectacular celebration in 2026.
Corporate Affairs Manager (East), Nigerian Breweries Plc, Joy Egolum, reinforced the message:
“Through Life Beer, we are proud to support the Afia Olu festival, which embodies our brand’s promise to celebrate tradition, resilience, and enterprise; values that define the people of Eastern Nigeria.”
President General of Nzukora Nnewi, Prince Jude Osumuo, also praised the sponsorship, calling it a bold step that would help project the town’s rich cultural heritage to the world.
By the time the festival came to an exciting end, the people of Nnewi North Local Government Area and their guests could not stop marvelling at the innovation Life Beer — from the stables of Nigerian Breweries Plc — had brought home to them. From the yam pyramid built with 1,210 tubers, to the amphitheatre that hosted the thrilling events, the mysterious blue men waving Life Beer flags with insignia proclaiming Life Beer essence and attributes, the highly anticipated Nigeria Breweries-sponsored chefs’ competition with its mouth-watering prizes, and the never-before-seen blue carpet reception, every detail combined to give guests a once-in-a-lifetime experience.
The brand’s “Obiagu” theme struck a deep chord, celebrating not only the resilience and entrepreneurial spirit of Ndi Igbo but also resonating with Nnewi’s famed industry and business acumen; a legacy exemplified by their forebears, including Sir Louis Odumegwu Ojukwu, Nigeria’s first billionaire and father of Igbo icon, Chukwuemeka Odumegwu Ojukwu.
The festival attracted an array of dignitaries, among them the Commissioner for Culture and Tourism, Don Onyenji, 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; Obi George Onyekaba of Nnewichi, among many others.
Festival highlights added spice to the celebration: Umudim’s chef clinched the top prize of ₦2 million in the cooking competition, followed by Otolo with ₦1.5 million, while Nnewichi and Uruagu won ₦750,000 and ₦500,000 respectively. The wrestling tournament saw Uruagu successfully defend their crown against fierce challengers. Masquerade displays and vibrant cultural dances provided further spectacle, while the yam pyramid stood as a striking symbol of the harvest’s abundance.
From the mystery blue men to the blue carpet, from the clash of chefs to the roar of wrestlers, the 2025 Afia Olu Festival proved that culture thrives when tradition meets innovation. With Life Beer’s enduring support and Nnewi’s unshakable pride, the festival reaffirmed its place as both a cherished Igbo celebration and a global showcase of heritage and identity.
