Culture As Strategy: How Sanwo-Olu Is Branding Lagos for Global Relevance

Lagos has always been a cultural force, but under Governor Babajide Sanwo-Olu, that energy has been consciously elevated into a tool of governance and global positioning.

An exclusive ARISE Style special edition chronicles how the administration has deliberately fused culture, tourism, and creative enterprise into its broader development strategy, reshaping how Lagos presents itself to the world.

From the outset of his tenure in 2019, Sanwo-Olu identified the creative economy as one of Lagos’ most valuable, yet underleveraged, assets. Music, fashion, film, art, nightlife, and street culture were no longer treated as peripheral expressions but as economic drivers capable of attracting investment, tourism, and international attention.

The ARISE Style feature shows how this thinking has translated into policy choices, infrastructure support, and a renewed emphasis on cultural visibility.

This cultural recalibration found its most visible expression in the rise of “Detty December,” now firmly established as a global tourism season. What began as a festive period of concerts and nightlife has evolved into an international draw, positioning Lagos as a destination city for Africans in the diaspora and global culture enthusiasts.

According to Sanwo-Olu, the economic ripple effects extend beyond entertainment, benefitting hospitality, transport, fashion, and small businesses across the city.

The governor’s cultural strategy operates alongside a broader governance framework. THEMES and its expanded THEMES+ agenda provide the structural foundation, ensuring that creativity thrives within a coordinated policy environment.

The ARISE Style interview highlights how Sanwo-Olu views perception and credibility as critical development tools, particularly for a city competing for global relevance.

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This philosophy underpinned Lagos’ decision to host high-profile international events such as the E1 electric powerboat racing series. While not conceived as an immediate revenue generator, the event delivered global media exposure and reinforced Lagos’ image as a capable host city. For the administration, the value lay in branding, visibility, and long-term positioning rather than short-term financial gain.

Ultimately, the ARISE Style special edition presents Sanwo-Olu as a governor intent on redefining Lagos’ global narrative. Beyond roads and buildings, his focus is on exporting the city’s identity — its creativity, resilience, and ambition — to the world.

As Lagos continues to assert itself as a cultural and economic powerhouse, the feature offers readers a nuanced look at how governance, culture, and global ambition intersect in Africa’s most dynamic city.