Malkerns Valley, Eswatini – The Standard Bank Luju Food and Lifestyle Festival has established itself as a powerhouse for empowering Swazi entrepreneurs. In 2023 alone, the festival helped local business owners generate a combined E2.1 million (around $127,000 USD).
“The Luju Festival provides a unique platform for Swazi businesses to reach a broad audience, not just within Eswatini but across Southern Africa,” said Jiggs Thorne, Creative Director of the Standard Bank Luju Food and Lifestyle Festival. The 2023 event attracted over 10,000 attendees.
According to Thorne, the festival actively fosters collaboration between businesses in the culinary, fashion, and design industries, creating new opportunities for local players. Aligned with the goals of Standard Bank Eswatini and House On Fire (the festival’s co-organizer), Luju prioritizes supporting established businesses and nurturing new ventures. In 2023, the festival provided a platform for roughly 100 Swazi traders.
Held over two days in early August, the festival offered small and medium-sized enterprises (SMEs) a space to showcase their products and services within the transformative theme “A Return to the African Future.” For added convenience and security, the 2023 edition was entirely cashless.
Luju also catered to families with its dedicated “Bee Hive” zone, featuring a variety of games and activities for children. Stalls included “Rhodes Stall” with juices and contests, “Emlembe Water” offering hydration stations with iced cones, and “Nhlonipho Cold-Pressed Juices.” Entertainment options included “Danny’s Amusement” with inflatables, a Ferris wheel, quad bikes, and horseback riding.
The Bee Hive also featured youth-owned businesses like “Bonbon Fluffs,” “Abigail’s Confectioneries,” and “Art Hut,” where children could explore their artistic talents through canvas painting and face painting.
The festival’s “Fashion Café” served as a platform for emerging brands to showcase a variety of products, including upcycled accessories, candles, beads, clothing, t-shirts, and jewelry. This provided a physical presence for many online businesses, allowing them to connect directly with customers and expand their reach.
The “Food Garden” offered a space for food stalls to showcase their culinary artistry, with a dedicated section for exotic offerings like Dim SumCliffs Diner, Hau Hong Noodle King, Explorers Smash Burgers, and Eswatini Tacos, all reflecting the “Taste of Africa” theme.
The festival also nurtured the talents of 20 upcoming businesses through its “Future Icons” program.
Standard Bank emphasized its commitment to fostering trade and artistic expression. “We are happy to facilitate trade, business, and promote the arts,” said Standard Bank CEO Mvuselelo Fakudze. “The arts are an essential part of life, and we want to provide a platform for them to flourish.” Fakudze further highlighted the economic impact of the creative industries, including job creation.
Applications for the 2024 Standard Bank Luju Food and Lifestyle Festival close on July 25th. The two-day event will be held on August 2nd and 3rd at House on Fire in Eswatini’s Malkerns Valley. Organizers are looking for entrepreneurs in food, fashion, children’s activities, and experiential services to participate. The festival offers a unique opportunity to showcase products to a large local and regional audience, while also contributing to the development of Eswatini’s creative economy.
