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 The second edition of the Firewood Jollof Festival held in Lagos delivered an even bigger crowd, richer cultural mix and bolder brand engagement, as organisers and partners described the event as a growing platform for unity, shared experience and culinary celebration across West Africa. 

Speaking during the festival, held at the Muri Okunola Park Victoria Island, Akiwotu Oluwafeyisayo, Head, Regional Branch Operations, Firewood Jollof Nigeria, said that the turnout for the 2025 edition reaffirmed the festival’s growing acceptance among Lagos residents. 

She noted that although it was a sunny day, guests trooped in early and the engagement had been impressive from the start. “Our first time was last year, the maiden edition. And this edition, as usual, the crowd is as expected. Lagosians like to party in the night, so the crowd is always much more in the evening, but it’s been great so far.” 

Akinwutu confirmed that the festival had already recorded about 5,000 attendees by afternoon, out of 15,000 registrations, expressing confidence that the figure would surpass last year’s nearly 10,000 guests. 

She explained that the theme for the year—Unifying African Jollof— inspired the organisers to expand beyond Nigeria’s firewood jollof to showcase the diversity of West African jollof culture. 

“We have a stand showcasing Ghanaian, Senegalese and Sierra Leonean jollof. People have been tasting and comparing the differences. Later this evening, we are going to make the big pot of West African jollof right in the middle of the stage, as indigenous chefs from each country were brought in to deliver an authentic experience.” 

She noted that this year’s edition also expanded beyond food to offer a broader cultural experience with fashion, entertainment and community activities, stressing that this was intentional because people want to engage with the brand in a holistic way. 

“It’s not just food people enjoy. When they engage with your brand, they want the entirety—culture, community, fashion, entertainment and music.” 

Voke Emeje, Assistant Brand Manager of Devon Kings, one of the major sponsors expressed satisfaction with the event’s impact. 

She described the festival as a natural fit for the brand. 

“Jollof rice is a uniting factor across Nigeria and parts of West Africa. To be the foundation of what is being made today is a value add for us and for consumers. We supported from the very beginning, and we’re very happy to be part of the event,” she said, adding that the company plans to return next year. 

For Kelvin, Ejike, Marketing Manager, the year’s theme was inspired by the long-standing jollof rivalry across African countries. 

He said the festival chose peace over competition by bringing the cultures together. 

“Every African country claims to make the best jollof. Instead of the war, why not make peace? So this year, we are unifying the African jollof,” he said. 

He announced that the festival would feature the making of a West African jollof for the first time, blending culinary traditions from the participating countries.