Nigeria’s leading culinary brand from Nestlé, has reaffirmed its leadership in driving Africa’s creator economy with the successful second edition of the MAGGI Creators Conference, themed “The MAGGIVerse 2.0.”
Held from November 1–2, 2025, at the Landmark Event Centre, Lagos, the two-day event brought together hundreds of digital storytellers, food influencers, and creative entrepreneurs from across West and Central Africa. The conference served as a vibrant hub for learning, collaboration, and inspiration—exploring how creativity, storytelling, and innovation continue to shape Africa’s digital and culinary landscape.
In her welcome address, Funmi Osineye, Category Marketing Manager, Culinary (MAGGI), Nestlé Nigeria, emphasized the brand’s long-term commitment to empowering African 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.”
Building on the success of its debut edition in 2024, this year’s conference featured panels, workshops, and masterclasses on storytelling, brand building, and digital monetization. Highlights included a TikTok Masterclass on content algorithms and authentic influence, as well as engaging discussions on “The Palette of Digital Content,” featuring Sisi Yemmie, Noble Igwe, Dr. Jamila Lawal, and Gina Ehikodi-Ojo.
In her keynote address, Mrs. Iquo Ukoh, former Nestle Director, Marketing Services Manager at Nestlé Nigeria and CEO of Entod Marketing Ltd, spoke on the importance of 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, Guinness World Record holder and digital food creator, delivered an inspiring session on “The Future Plate: Marrying Culinary Arts with Digital Frontiers.” He encouraged creators to stay consistent, leverage data, and seize seasonal opportunities to grow visibility and influence. Detty December is coming, an opportunity to trend food content because tourists will surely need to know where and what to eat.
Ghanaian lifestyle creator Kojo Junior described the Maggi Creators Conference as a powerful platform for cross-border collaboration and creativity in Africa’s digital space. It’s a great bridge for creators across countries.
Adding a platform perspective, Vivian Chuene, Publisher Partnerships Lead for Sub-Saharan Africa at TikTok, noted:
“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 major highlight was the unveiling of 12 new MAGGI Food Ambassadors, including Sisi Yemmie, Ify’s Kitchen,
Geenafoodiesandspice, Dr. Jamila Lawal, and Brian Nwana, among others. These ambassadors embody the next generation of culinary innovators driving authentic African food storytelling across digital platforms.
Other newly announced ambassadors include 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).
Reflecting on the milestone, Funmi Osineye added:
“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.”
Now in its second year, the MAGGI Creators Conference has solidified its role as a catalyst for Africa’s creator-led growth—bridging communities, driving innovation, and strengthening MAGGI’s legacy as a brand that nourishes both body and creativity.
