Exporting African Creativity to the Nordic Stage – THISDAYLIVE

In Finland, Omolara Odediran is elevating Nigerian culture in unexpected ways. Through the Afrikan Wedding Fair Finland (AWFF) which she launched last year, she is showcasing not only the beauty of African weddings but also positioning the continent’s creativity, innovation and economic potential before a Nordic audience.

A fashion entrepreneur, Odediran moved to Finland a decade ago to further her studies after gaining a degree in History from Obafemi Awolowo University. There, she earned another degree in Business Administration, writing her thesis on the structure of a fashion business in Nigeria.

The idea came naturally. While waiting for her call-up to the National Youth Service Corps programme years earlier, she had learned fashion design alongside her sister. What began as a pastime gradually evolved into a passion. After her sister’s passing, Odediran continued, eventually founding F’Joy Couture in her memory.

In Finland, her style — infused with African fabrics and bold designs — quickly drew attention.

“I have a way of standing out with my fashion,” she said. “Even during winter, I can create something with Ankara patches or patterns. In summer, we are rocking our colours. People are always complimenting the style, the fabric and the colours.”

Those compliments convinced her that the region needed greater exposure to African culture. With Finland’s population at about 5.6 million and Nigerians numbering just over 5,000, she recognised a gap in African representation. “I started doing research, I went to business school, and took entrepreneurship classes because it’s a different game doing business in Finland.” Last winter, she launched AWFF. Despite the season — typically a challenging period for events — the inaugural fair drew about 350.

“For a first-time event held in Finland during winter, it was fully embraced. We had about 350 in attendance and got a lot of buzz in the media. We had designers from Angola, Congo, and Ghana showcasing different wedding styles.”

The ripple effect reached Nigeria, with five businesses travelling to Finland to participate.

“There was a partnership deal with the Women in Fashion Tech from Nigeria,” she added. “Also a fashion brand that came from Serbia, right at the fair they signed a networking deal.”

Her business too, she shared, has witnessed significant growth.

Beyond the event, Odediran said her broader vision is capacity-building. She observed that many Nigerian small and medium enterprises lack the technical knowledge to position their products internationally.

“We set up an academy that trains them in marketing techniques before their products are introduced into our creative hub. We also provide access to internship opportunities,” she explained. “That’s why we partnered with some government bodies to sponsor small-scale creatives. Nigeria cannot consume all the products it produces.”

Perhaps, the biggest outcome of AWFF last year was the partnership with the Finnish government which has now added the event as part of their annual activities.

One of the most significant milestones from the inaugural edition, she noted, was a partnership with the Finnish government, which has now incorporated the fair into its annual activities.

Preparations are underway for this year’s edition, scheduled for May 30, 2026. The four-day event will open with a roundtable discussion between creatives and government agencies on tourism, the creative economy and Africa–Nordic partnerships. This will be followed by showcases in music, fashion and art. A mock Yoruba wedding ceremony will form one of the highlights before the exhibition closes at the Oodi Library in Helsinki.

For Odediran, AWFF is more than just a wedding event. It is a cultural diplomacy tool.

“The main goal is to take SMEs and their products beyond borders. We are promoting tourism and African creativity on an international platform.” Odediran believes that the African wedding scene is gaining a lot of international attention. For instance, she said, weddings in Finland now feature an elaborate reception. Even within Africa, some cultures now borrow Nigeria’s wedding traditions.

“Like the Congolese now do the aso-ebi thing.”

What resonates most, she explained, is the layered storytelling embedded in African fashion — the symbolism of fabrics, the boldness of colour, the narratives stitched into design.

“It’s a whole new world here. People are excited about the Nigerian wedding culture.”

Her biggest takeaway from the experience so far is: “Your root is important in everything you do. It is your identity. You don’t have to fit in because you are in another land. You can stand out.”