The Story⚡
MAGGI, Nestlé’s leading culinary brand in Nigeria, hosted its second Creators Conference in Lagos, gathering digital storytellers and food influencers from West and Central Africa to explore creativity and innovation in the continent’s digital and culinary scenes.
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The event, themed “The MAGGIVerse 2.0,” took place from November 1–2, 2025, at the Landmark Event Centre in Lagos. It drew hundreds of participants, including digital storytellers, food influencers, and creative entrepreneurs, providing a space for learning, collaboration, and inspiration focused on storytelling and innovation.
In her welcome address, Funmi Osineye, Category Marketing Manager for Culinary (MAGGI) at Nestlé Nigeria, highlighted the brand’s commitment to empowering creators: “The creator economy in Africa is redefining how stories are told, livelihoods are built, and communities are shaped. Through the MAGGIVerse, we’re helping creators turn passion into purpose while building a connected ecosystem that celebrates culture, creativity, and shared growth.”
Following the first edition in 2024, this year’s conference included panels, workshops, and masterclasses on topics like storytelling, brand building, and digital monetization. Key sessions featured a TikTok Masterclass on content algorithms and authentic influence, and a discussion on “The Palette of Digital Content” with participants including Sisi Yemmie, Noble Igwe, Dr. Jamila Lawal, and Gina Ehikodi-Ojo.
Iquo Ukoh, former Nestlé Director and CEO of Entod Marketing Ltd, delivered a keynote on authenticity in food storytelling: “We are witnessing a cultural evolution. Preserving traditional dishes and presenting them authentically online will be key to maintaining Africa’s culinary heritage.”
Brian Nwana, a Guinness World Record holder and digital food creator, presented on “The Future Plate: Marrying Culinary Arts with Digital Frontiers,” advising creators to maintain consistency, use data, and capitalize on seasonal opportunities like Detty December for trending food content, as tourists seek guidance on local dining.
Ghanaian lifestyle creator Kojo Junior praised the conference as a platform for cross-border collaboration among African creators. Vivian Chuene, Publisher Partnerships Lead for Sub-Saharan Africa at TikTok, added: “The world is watching African creators. Global audiences are curious about African content, and now is the time to position creators to take advantage of that demand.”
A significant moment was the announcement of 12 new MAGGI Food Ambassadors, such as Sisi Yemmie, Ify’s Kitchen, Geenafoodiesandspice, Dr. Jamila Lawal, Brian Nwana, Anisah Lawal (the.chefnisah), Mariam Buhari (Fabulous_nosh_and_recipes), Egbe Chukwualuka (cookwith_aluks), Okeke Oluebube (cookwith_mimii), Samira Abdullahi (Samrahs_cuisine), Zainab Saad Ahmed (Hanan_malab), and Bello Yasmine Mansur (Yasmieen_ymb). These individuals represent emerging culinary innovators promoting authentic African food stories online.
Funmi Osineye reflected: “The MAGGIVerse represents creativity without limits. By connecting creators, innovators, and storytellers, MAGGI is shaping a future where African voices continue to inspire the world—one meal, one story, and one post at a time.”
The conference has established itself as a driver of creator-led growth in Africa, fostering communities and reinforcing MAGGI’s role in supporting both nutrition and creativity.
Nestlé Nigeria, a major food and beverage company in Africa, operates to enhance the quality of life through food. For over 62 years in Nigeria, it has offered nutritious products under brands like MAGGI, MILO, GOLDEN MORN, NESTLÉ PURELIFE, CERELAC, NESCAFÉ, and NIDO. With three manufacturing sites, seven branch offices, and a Lagos headquarters, the company contributes to community well-being and environmental protection.
In Summary
MAGGI’s second Creators Conference in Lagos united African digital creators to advance storytelling and innovation in the culinary space, featuring expert sessions, cross-border insights, and the introduction of new food ambassadors.
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