Afiaolu Nnewi 2025: How Life Beer Boldly Made Igbo Culture the Center of Celebration

The 2025 Afiaolu Nnewi, laced with several moments of magic, courtesy of the bold participation of Life Continental Lager Beer has turned a pointer to the truism that change is the only permanent thing in life.

Nna, if you weren’t there, you missed o. It was as if they rang bell for the world to gather at Nnewi; the young and old – both genders.

Ka m gwazie nu gi. I was attracted by the deafening vibes on social media and I told myself ‘old boy, you no go carry last o. Better go see things for yourself’. And Life Beer, in the true spirit of ‘Obiagu’ for which the brand is famous, did not disappoint.

Check out the venue. It was spectacular. O di ebube! How would a community have set up a beautiful purpose mini-stadium for new yam festival? A touch of brilliance, never seen before in the history of new yam festivals in Igboland, not even the Afiaolu. But Life Continental Lager Beer made it happen.

Turning a cultural festival into a tourist attraction can never be a mean feat. But the Life Continental Lager Beer brand, the Obiagu is already working it out with the Afiaolu Festival. When Life Beer took over Nnewi with a town and market storm from Wednesday August 27, through Saturday 30 August 2025, the people couldn’t imagine what was in the offing until, ‘designer Obiagu patronage’ of yam sellers shook the markets to the foundations.

Shortly after spreading moments of magic around the town and the markets, with dance, music and ‘designer Obiagu patronage’, the tallest yam pyramid sprang up at the Afiaolu Festival venue, the Nkwo Nnewi Triangle. Having bought all the yams in the markets, the Life Beer team, designed an ‘oba ji’ with them. And boom, the world became magnetised to the spectacle. People couldn’t have enough of it, selfies reigned, while content creators had a field day. You can’t blame them, the 14-feet-pyramid was a beauty to behold.

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.

Amidst high energy entertainment, a quality blend of music, dance, drama, food, comedy, et al, Life Beer dominated Nnewi and environs with the Obiagu spirit in an unforgettable manner for almost a week.

Talking about food, the event attracted celebrity caterers, who were not just there to entertain, but to mentor their local counterparts. And the moment the Life Beer team noticed, they intervened with the Obiagu Magic, and gave life changing prizes to four caterers of Nnewi extraction. I can tell you that, ebe obuna Life Beer gafee, people will rejoice.

Yes, with the surprise attendance of celebrity chefs, @ifys.kitchen and CeeCee, as well as @authentic_cyclist, among other notable youthful celebrities added flavour to the festival.

Their presence cooked when four local chefs got life transforming prizes of N2m, N1.5m, N750k and N500k as prizes, from the cooking competition put together as one of the side attractions of the 2025 Afiolu Festival with the backing of Life Beer.

Did you savour the magic of the 2025 Afiaolu Festival, powered by Life Beer? Or did you miss out? The 2026 Afiaolu Festival is already counting down. And I can tell you, it will happen in August 2026. Lock your calendar and follow @lifelager_ng to see more than this single post can tell.

CLICK HERE TO SEE ALL PICTURES CAPTURED IN THE EVENT