Ojude Oba and the Rise of Cultural Intelligence Among Nigerian Youth

By Ayodeji Razaq

For too long, a tired narrative has persisted: young Nigerians are drifting away from their cultural roots, trading agbada for algorithms, and seduced by the allure of Western ideals.

But like many simplified accounts of Nigeria, it misses the nuance and ignores the evidence.
To witness the real story, you only need to stand at the forecourt of the Awujale’s palace in Ijebu-Ode during Ojude Oba—a centuries-old celebration of Yoruba heritage.

There, in the heart of tradition, you’ll find not cultural abandonment, but cultural evolution. A new generation is not letting go of its roots; it is reaching deeper—reclaiming, reimagining, and rewriting what heritage looks like in the modern world.

What began as a modest gathering of Muslim faithful in the 19th century has blossomed into one of Nigeria’s most iconic cultural festivals, drawing locals, diaspora, and tourists alike. Themed, “Celebrating Our Roots, Preserving Our Future,” the 2025 edition on June 8, burst with colour, rhythm, and grandeur. Age-grade groups (regberegbe) moved in bold, coordinated splendour. Horse riders showcased ancestral grace as they galloped through the crowd. Young Nigerians—adorned in vibrant aṣọ-òkè, intricate beadwork, and unmistakable pride—turned tradition into personal and collective expression.

This is not the erosion of culture. It is cultural fluency.
In an age defined by TikTok trends and viral cycles, the youth are not walking away from tradition—they are making it trend. They are collapsing the binary between old and new, digitising folklore, and transforming age-grade processions into global content moments. They are not just sparking conversations online; they are redefining perception.

Young Nigerians at Ojude Oba prove this each year, balancing reverence for the Awujale with modern expressions of identity. They wear their heritage—literally and figuratively—with steeze, aura, and composure. The intricate headwraps, the coordinated regberegbe parades, and the viral moments all reflect a generation unafraid to adapt tradition for a global audience.

This is cultural intelligence in action—the ability to understand, adapt, and innovate within one’s cultural context. It is the quiet confidence to honour the past while shaping a future that speaks to today’s world.

At Ojude Oba, this intelligence isn’t theoretical—it is lived, worn, danced, filmed, and shared. These are not performances for nostalgia’s sake; they are declarations of ownership, identity, and creative control.

At RED | For Africa, we recognise cultural intelligence as one of the most valuable forms of capital today—one that can not be imported, imitated, or commodified. It is what makes Nigerian creators magnetic on the global stage. It is what turns regional celebrations into global conversations. It is the force behind Nigeria’s rising soft power—and we see it not only as something to be celebrated, but also to be invested in.

That is why at RED | For Africa, we do more than document culture—we participate in its evolution. Through storytelling, platforms, and partnerships that amplify African voices, we stand with a generation that doesn’t view tradition as fragile or fixed. We champion the creators, and curators of culture, claiming space and shaping narrative. This is not a passive generation. It is a purposeful one. Rooted, yes—but not restrained. They are not waiting to be invited into relevance. They are making relevance their own.

Ojude Oba is more than a festival. It is a blueprint—showing us what’s possible when tradition is not simply preserved but propelled. It reminds us that the youth are not culturally disconnected—they are culturally dynamic.

And at RED | For Africa, we are walking right beside them, helping to shape the future.

Razaq is the Group CEO, RED | For Africa