In the era when the late Professor Dora Akunyili served as Nigeria’s Minister of Information, one of her most talked-about initiatives was the “Rebrand Nigeria” campaign. It resonated widely because, as any marketing expert would affirm, even the most valuable product can fade into obscurity without intentional branding. Just like a priceless book left to gather dust on a forgotten shelf, a nation without a coherent and compelling narrative risks being misunderstood—or worse, ignored.

Nigerians naturally stand out. Whether through our vibrant culture, energetic personality, or unshakable confidence, we rarely go unnoticed. Our presence, whether deliberate or not, often dominates any room. While some nationalities tend to be reserved in social spaces, Nigerians often thrive in them, exuding charisma that can sometimes feel overwhelming to others.

But this magnetic persona is not without merit. Nigeria is blessed with a wealth of talent and potential. Our citizens excel globally in academics, business, technology, medicine, and especially in entertainment—a space where we have become a formidable force.

Our Global Footprint in Entertainment

Nigerian music is now a globally recognized export. From Afrobeats to Afropop, our soundscapes are echoing across continents. Young Nigerian artists are now cultural ambassadors, selling out shows in Europe, America, Asia, and beyond. Some even headline the world’s biggest platforms such as the FIFA World Cup and the Olympics.

A recent CNN documentary highlighted the depth of this impact. In it, Davido’s name was discovered etched into the national museum of Saint Kitts and Nevis, a Caribbean island nation. When asked why, locals explained it was their way of honoring a cultural icon whose music had touched their lives. Such moments reinforce the idea that Nigerian creatives are not only entertaining but also shaping the cultural identities of other countries.

Similarly, Nollywood, Nigeria’s film industry, has made inroads into international markets. Today, Nigerian films are available on global streaming platforms and even featured on in-flight entertainment menus, watched by people who’ve never visited Nigeria. Short-form video content, skits, and comedy shows by Nigerian creators also dominate social media, further projecting our voices to global audiences.

Humor, Slang, and Global Identity

There’s a reason Nigerians have often been dubbed “the happiest people on earth.” Our resilience in the face of adversity is as remarkable as it is refreshing. Rather than be consumed by hardship, Nigerians frequently choose humor. Our unique brand of comedy, especially on social media, helps alleviate national tension and provides a common ground for millions across class and tribal lines.

A critical element of Nigeria’s soft power is our language and street slang—creative expressions that travel fast. Take for instance the now-legendary campaign phrase “Emi Lokan” (It’s my turn) used by President Bola Tinubu. Originally delivered in Yoruba during a campaign stop in Abeokuta, the phrase quickly became a global meme and political mantra. Nigerians everywhere adopted it in jest, turning a political declaration into a cultural statement.

Our phrases travel far. A Columbian man recently introduced himself using the nickname “Oloso,” a Yoruba slang term. He not only knew its meaning but expressed deep admiration for Nigerian culture. In another case, an Eritrean colleague greets Nigerian co-workers with “Wahala, wahala,” mimicking controversial musician Portable’s iconic chant. These examples show how deeply Nigerian pop culture is penetrating global spaces.

Challenges Are Real, But Perspective Matters

Of course, like every country, Nigeria faces a myriad of challenges—from insecurity and unemployment to inflation and governance concerns. Yet, there is no utopia. Every nation, no matter how developed, has its fair share of problems. What distinguishes one country from another, especially in global perception, is how it presents itself to the world.

The Yoruba proverb captures it succinctly: “It is the manner a calabash owner calls the calabash that outsiders will call it.” If we as Nigerians label our country with disdain, mockery, or shame, how do we expect outsiders to treat us with respect?

Similarly, the Bible tells of how Adam was given the authority to name every creature—and “whatever name he gave it, that was its name.” This highlights the profound power of words. The narratives we craft about Nigeria will either build or break our national brand.

Changing the Narrative, One Post at a Time

In this digital age, Nigerians dominate social media like no other African nation. We set trends, generate viral content, and build influence across Twitter, Instagram, TikTok, and YouTube. Imagine the impact if more Nigerians intentionally used these platforms to share good news, positive developments, and everyday success stories.

This doesn’t mean we ignore our issues. It means we become strategic about what we amplify to the world. Rather than highlight dysfunction without context, we must strike a balance—owning our challenges, but celebrating our strengths.

A Collective Effort Toward Rebranding

Rebranding Nigeria is not a job for government alone. It must be a collective cultural mission, involving:

• Entertainers: who already have platforms and fanbases that transcend borders.

• Social media influencers: whose content can drive perception.

• Diaspora communities: who represent the country in every field imaginable.

• Religious leaders and community elders: whose voices still shape societal attitudes.

• Educators, civil society groups, and corporate leaders: who can champion positive narratives in classrooms, boardrooms, and grassroots spaces.

When we begin to intentionally highlight Nigeria’s innovations, its entrepreneurial spirit, its rich cultures, and its global achievements, we reframe how the world sees us—and how we see ourselves.

The Endgame: A Passport of Pride

A well-branded nation attracts respect, investments, and opportunities. If we rally around a single, positive national identity, the Nigerian passport will no longer be a red flag at international borders. Our cultural exports—music, film, literature, fashion—will continue to be embraced. But more importantly, Nigerians themselves will walk taller, prouder, and more unified.

Our brand is Nigeria. Our mission is to make it shine—globally and unapologetically.