Hannatu Musa Musawa, the Minister of Arts, Culture, Tourism, and Creative Economy (FMACTCE), has revealed plans for Nigeria to learn cultural branding from China. She made this announcement during the New Year Gala held at the China Cultural Center in Nigeria to celebrate the friendship between both nations.
Musawa highlighted the long-standing cultural ties between Nigeria and China, dating back to 1971. She said, “For me, as a minister of our culture, tourism, and creative industry, I need to see how we can explore further expanding those relationships between Nigerian culture and China because China has done very, very well in branding itself culturally.”
She praised China’s achievements in the creative industry, noting that Nigeria aims to adopt similar strategies. “China has done very, very well in the creative industry in a way that we want to see how we can tap into getting production agreements between Nigeria and China to also get training capacity building across the different 49 sub-sectors of which China has been able to excel,” she said.
The Minister hinted at significant collaborations ahead, stating, “We’ve already started discussing doing a co-production agreement between Nigeria and China that will boost growth within the creative industry, and at the same time, one or two projects that harbour around infrastructure for the creative industry and also for the culture as well.”
Musawa emphasized the potential of learning from China’s success in monetizing its culture globally, whether through food, kung fu, or film. “Nigeria has a lot to offer. So we want to see how we can work with China and learn from China,” she concluded, pointing out the possibility of transforming Nigeria into a major cultural and tourist destination similar to China.
