Lagos recently became the epicenter of a culinary digital revolution. The MAGGI Creators Conference, held on November 1-2, 2025, transformed the Landmark Event Centre into a dynamic hub where hundreds of West and Central Africa’s most influential food creators, storytellers, and entrepreneurs converged. The event signaled a pivotal moment: the recognition of food content not as a niche interest, but as a powerful economic and cultural force shaping Africa’s digital identity.
Underpinning the vibrant panels and workshops was a clear strategic vision from the organizers. Funmi Osineye, Category Marketing Manager for Culinary at Nestlé Nigeria, framed the “MAGGIVerse” as more than a campaign; it is an intentional ecosystem. “We’re helping creators turn passion into purpose while building a connected ecosystem that celebrates culture, creativity, and shared growth,” she stated in her welcome address, highlighting a long-term investment in the continent’s creator economy.
Mastering the Recipe for Digital Success
The conference curriculum was a masterclass in modern content entrepreneurship, moving from inspiration to practical strategy. A dedicated TikTok session demystified the algorithms that govern visibility, while panels like “The Palette of Digital Content” explored the delicate balance between artistic expression and commercial appeal.
The wisdom shared was both philosophical and tactical. In a keynote address, Mrs. Iquo Ukoh, a seasoned marketing leader, issued a powerful call for authenticity, declaring that the authentic online preservation of traditional dishes is crucial for safeguarding Africa’s culinary heritage.
This was complemented by the hard-earned insights of Guinness World Record holder Brian Nwana. In his session, “The Future Plate,” he provided a clear-eyed blueprint for growth, urging creators to leverage data, maintain consistency, and strategically capitalize on cultural moments—noting the upcoming “Detty December” as a prime opportunity to attract a global audience seeking authentic African food experiences.
A Continental Stage and a Global Audience
The conference underscored the borderless nature of the digital food community. Ghanaian creator Kojo Junior praised the event as “a great bridge for creators across countries,” facilitating cross-border collaborations that amplify a unified African narrative.
This continental momentum was placed in a global context by Vivian Chuene, Publisher Partnerships Lead for TikTok in Sub-Saharan Africa, who presented a compelling opportunity. “The world is watching African creators,” she noted, emphasizing that global curiosity has never been higher and the time for African creators to claim their space on the international stage is now.
Crowning the New Culinary Vanguard
A defining moment of the conference was the coronation of a new generation of culinary ambassadors. The unveiling of 12 new MAGGI Food Ambassadors—including renowned names like Sisi Yemmie, Ify’s Kitchen, and Brian Nwana—was more than a brand announcement. It represented the formalization of a new creative class: digital-native innovators tasked with steering the narrative of African cuisine into the future.
Collectively, the conference made it clear that Africa’s food story is being rewritten. No longer confined to family kitchens or local restaurants, it is now a dynamic, exportable digital commodity. By equipping creators with the tools for both cultural preservation and commercial success, the event proved that the future of African food is being plated, photographed, and shared—one post at a time.
