AFIAOLU 2025: Nnewi on the Limelight as Life Beer Lights Up the City

The ancient city of Nnewi came alive in grand style on Saturday, August 30, 2025, as it hosted its highly celebrated annual Afiaolu Festival. The historic event, known as the new yam festival, once again positioned Nnewi at the cultural center stage of Anambra State and beyond.

The city, widely regarded as the commercial hub of Anambra, welcomed indigenes, visitors, and dignitaries from all walks of life who converged to witness the colorful celebration.

As part of its commitment to promoting Igbo culture and tradition, Nigerian Breweries Plc, through its Life Beer brand, played a leading role as the major sponsor of the festival.

Speaking during the event, Iyom Joy Egolum, Corporate Affairs Manager (South East), emphasized that Life Beer remains passionate about showcasing Igbo heritage to the world. “Supporting Afiaolu Festival is our way of giving back to society while keeping our traditions alive,” she noted.

Echoing her words, Stella Agah, Marketing Manager, Nigerian Breweries Plc, expressed her delight at the experience, adding that Life Beer continues to draw strength from the richness of Igbo culture. She affirmed the brand’s vision to project the beauty of these traditions beyond Eastern Nigeria to the global stage.

From L-R: Olaoluwa Babalola, Portfolio Manager Mainstream, Nigerian Breweries Plc; Chinwe Ude, Zonal Business Manager – East, Nigerian Breweries Plc; Sarah Agha, Marketing Director, Nigerian Breweries Plc; Representative of HRH Igwe KON Orizu III, Crown Prince Obi Orizu; HRH Obi Afam Charles Obi (Ogidi IV), Obi Uruagu Nnewi and Ken Maduakor, Distributor of Life Beer at the 2025 Afiaolu Festival, Nkwo Triangle, Nnewi on Saturday.

The festival featured thrilling activities including traditional wrestling matches, cooking competitions, and mesmerizing displays by cultural dance troupes. The famous Ajofia Nnewi masquerade, regarded as the highest and most revered in the community, also made a dramatic appearance, electrifying the atmosphere. Winners of the various contests went home with handsome cash rewards courtesy of Life Beer.

For many attendees, this year’s Afiaolu stands out as the grandest celebration in recent memory — a testament to the enduring partnership between Nnewi, its people, and Nigerian Breweries in preserving cultural heritage.

See moments captured at the event below:

CLICK HERE TO SEE ALL PICTURES CAPTURED DURING THE EVENT