Renowned Nollywood actress and cultural ambassador, Laide Bakare, has been officially unveiled as the face of the 2025 Osun Osogbo Festival.
The announcement came with the launch of a bold new campaign titled “I’m Laide. I’m Culture”, rolled out today across all official platforms.
The Osun Osogbo Festival is one of Africa’s oldest and most respected spiritual gatherings. Held every August in Osogbo, Osun State, the festival honours Osun, the Yoruba goddess of fertility and water. Recognised by UNESCO as a World Heritage event, it draws tens of thousands of pilgrims, tourists, and culture lovers from around the world.
This year’s edition, set for August 2025, promises to be the most exciting yet. Organisers are introducing new features to blend tradition with modern experiences. The goal is to engage a younger audience while preserving the sacred roots of the event.
“This is not just a celebration”
In a vibrant reveal video, Laide Bakare speaks with passion about her new role. She describes the festival not just as a celebration, but as a call for collaboration.
“This isn’t just a celebration, it’s a collaboration,” she says in the video. “We’re opening the doors to fashion, tech, beauty, media, creators, and brands. We want to turn Africa’s biggest spiritual festival into a global movement.”
Bakare, known for her roles in Yoruba-language films and her advocacy for African culture, brings star power and cultural pride to the festival’s global campaign.
A new look for a sacred tradition
The spiritual heart of the festival remains unchanged. Pilgrims will still walk the sacred path to the Osun Sacred Grove, a forest believed to be home to the goddess herself. However, the 2025 edition is adding new events designed to expand the festival’s reach.
Highlights of the new lineup include:
- The cultural glow pageant: A celebration of African beauty, pride, and tradition.
- Tech fusion experience: A showcase of innovations by African tech creators.
- Entrepreneurial fair: A space for local businesses, startups, and artisans to shine.
- Celebrity walk of elegance: A glamorous red carpet moment blending culture and entertainment.
- Pan-African roundtable: A summit of cultural thinkers, influencers, and investors.
Organisers say these additions aim to turn the festival into more than a spiritual event. They see it as a platform for creativity, business, and diplomacy.
Big stage for brands
With more than 100,000 in-person attendees and millions more following online, Osun Osogbo 2025 offers unmatched exposure. Organisers are actively inviting brands to partner with the festival, calling it a rare chance to align with culture, youth, and purpose.
Sponsorship benefits include:
- Access to Nigeria’s booming youth market and the global African diaspora.
- Branding opportunities across digital media, red carpet events, and festival venues.
- Endorsement from Osogbo’s royal palace and inclusion in official programming.
Organisers stress that this is not just a sponsorship, it’s a partnership with cultural impact.
Backed by royalty, open to the world
The campaign also comes with strong support from the royal leadership of Osogbo. Speaking on behalf of the Ataoja of Osogbo, His Royal Majesty Oba Jimoh Olanipekun Oyetunji Larooye II, organisers have extended an open invitation to the world.
They are calling on brands, creatives, influencers, and investors to join in the 2025 celebration and make history together.
“If you’re ready to go big, make history, and leave your mark on the world, then join me,” Bakare adds. “Because this year, we’re not just celebrating Osun, we’re elevating it.”
Festival details
- Date: August 2025
- Location: Osogbo, Osun State, Nigeria
Osun Osogbo 2025 promises to be a powerful blend of heritage and innovation. With Laide Bakare leading the charge, the festival is stepping confidently into a new era, proudly rooted in tradition and boldly looking ahead.
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