By Kazeem Biriowo

The Federal Government has disclosed that it will join forces with China to elevate its cultural branding and exchange by leveraging the Asian giant’s expertise to boost its tourism and cultural sectors.

This, it said is a strategic partnership that aims to tap into China’s success in cultural branding and creative industries, unlocking new opportunities for Nigeria’s economic growth and cultural exchange.

The Minister of Art, Culture, and the Creative Economy, Hannatu Musawa, while speaking at a New Year gala celebrating China-Nigeria friendship, explained that this collaboration will enable Nigeria to learn from China’s best practices, ultimately enhancing its own cultural branding and tourism development.

She said, “Everywhere you go in the world, you see an aspect of Chinese culture. This is something we want to explore how we can monetize our own culture in the way China has done.”

The minister stressed Nigeria’s rich cultural heritage and expressed optimism about forging co-production agreements and capacity-building initiatives between the two nations.

“We’re discussing projects that focus on infrastructure for the creative industry and cultural sectors.

“It’s essential for Nigeria to tap into China’s experience in branding and tourism, to revitalise our own creative industries,” she added.

Also speaking, the Chairman, House of Representatives Committee on Nigeria-China Relations, Jafaru Yakubu, praised the long-standing ties between the two nations, stressing the need for stronger cultural and legislative collaboration.

“This celebration is geared toward rebuilding stronger cultural ties,” Yakubu said.

“The Nigeria-China Relations Group will continue to explore legislative means to strengthen bilateral relations across sectors.”

The Chinese Counsellor Yang Jianxing underscored the importance of cultural and people-to-people exchanges in enhancing China-Nigeria relations.

He noted that the China Cultural Centre would host a series of activities in 2025 to promote culture, tourism, and education, aligning with the “Beijing Action Plan” under the Forum on China-Africa Cooperation (FOCAC).

“These initiatives aim to deepen the friendship between the people of China and Nigeria,” Yang said.

Nsikan Paul, director of Drum Majors for Peace, emphasised the role of cultural diplomacy in fostering peace and understanding.

“Peace is not just the absence of conflict but the presence of dialogue and collective action,” Paul stated.

“Through cultural exchange and advocacy, we aim to empower youth and promote inclusivity.”