How the century-old custom of ‘thanking the king’ brings people together across Nigeria

Each year, thousands descend on the ancient city of Ijebu-Ode in Southwestern Nigeria in a wave of color and music to celebrate the deep roots of the Ijebu people.

Held each year, three days after Eid al-Kabir, Ojúde Oba – which means “the king’s forecourt” in Yoruba – was once a small gathering of Muslims who came together to thank the king of Ijebuland for allowing them to practice their religion.

Now, more than 100 years later, the festival has grown to become a symbol of pride, unity, and identity among all Ijebu people regardless of faith, with celebrations held across Nigeria and the diaspora too.

“It strengthens intergenerational bonds and teaches younger generations the enduring value of identity and belonging,” says Dr. Mike Adenuga Jr., Founder and Chairman of Globacom, who also holds the prestigious chieftaincy title of Otunba Apesin of Ijebuland.

Globacom, Nigeria’s major multinational telecommunications company, has been a principal sponsor of the festival for the past 21 years, partnering with the palace to bring the celebrations to life through strategic funding, digital amplification, and grassroots empowerment.

What were the main attractions at this year’s Ojúde Oba?

Ojúde Oba, which took place on May 29, 2026, saw around 250,000 locals and visitors from Nigeria and beyond come together through music, dance, food, and fashion to celebrate the history and customs of the Ijebu people.

Participants honored the Awujale (King) of the Ijebu people, the late Oba Sikiru Kayode Adetona, and his work in making the festival accessible to all – a legacy that Globacom is committed to upholding through its network of cross-border partnerships.

This year’s attendees were treated to a traditional display of horse riding processions, demonstrated by descendants of the Balogun, high-ranking traditional war commanders or military leaders. The festival also featured a parade of natives divided by age group known as “regberegbe.” Regardless of social status, hundreds of participants in each age group were united by their matching customary outfits of vibrant colors and patterns.

Honoring its investment promise, Globacom offered cash prizes to the top-performing regberegbe groups to reward their cultural dedication and excellence. As a key enabler of the festival, the telecommunications giant also offered extensive network support and special consumer rewards.

It is all part of Globacom’s mission to be a custodian of cultural heritage, using strategic collaborations to help preserve Nigeria’s traditions, boost local tourism, and connect communities. Through its ongoing support, Globacom is working to affirm Ojúde Oba as a cultural linchpin in the Ijebu and Yoruba calendar, boosting Ijebu-Ode as a top tourism destination in the process.

How is a cultural celebration shaping a prosperous future?

Through the preservation of ancient culture and customs, Ojúde Oba not only serves as a reminder of the heritage and togetherness of the Ijebu people, but it also supports their continued prosperity.

“The festival is a major economic and tourism catalyst, with thousands converging on Ijebu-Ode from across Nigeria and beyond each year,” says Adenuga, who plays a key role in building recognition of Ojúde Oba on the global stage.

Such economic stimulation underscores the role of cultural festivals as drivers of grassroots development and sustainable local economies.

And in a rapidly changing world, it has never been more important to champion these celebrations. After all, preserving culture means preserving the future.

In support of this philosophy, Globacom exemplifies how corporate social responsibility should extend beyond investment to a deeper understanding that people, and their way of life, is what makes the soul of a nation.

Learn more about the Ojúde Oba Festival here.