Standard Bank Luju Food and Lifestyle Festival is proving that culture is no longer just entertainment, but an important part of the country’s economic infrastructure.
The festival, which was officially launched at Malandelas on Friday evening, has evolved beyond a celebration of music, food and fashion into a platform for tourism, entrepreneurship and small business development.
Reports presented during the launch showed that the 2025 edition generated E2.5 million for small businesses trading at the event, underlining the growing economic contribution of the festival to the country’s creative and tourism sectors.
This year’s edition is expected to build on that momentum as Luju expands into a full two-day festival for the first time in its eight-year history, creating additional opportunities for traders, designers, chefs and accommodation establishments.
Speaking during the launch, Prime Minister Russell Dlamini, who was represented by Minister of Sports, Culture and Youth Affairs Bongani Nzima, said the festival presents the country’s cultural and economic awakening.
“Our food, our fashion and our culture are not on the margins of our economy; they are part of its very foundation,” he said.
He noted that Eswatini currently has about 70 000 SMEs employing more than 90 000 locals and contributing significantly to the country’s gross domestic product.
According to the prime minister, festivals such as Luju demonstrate that cultural authenticity and enterprise can grow together.
“What the Luju Festival reminds us, intentionally, is that modern enterprise and cultural authenticity are not mutually exclusive. They are deeply intertwined,” he said.
He added that local chefs and designers participating under this year’s themes, Nguni Foodways and Kwasukasukela, were not simply celebrating heritage but were building competitive brands with real market value.
The prime minister welcomed Luju’s expansion into a two-day event, saying it would increase visitor stays, create additional trading opportunities for SMEs and deepen the festival’s economic footprint within the kingdom and the Southern African region.
The festival is expected to attract more than 10 000 visitors from over 26 countries when it takes place on August 1 and 2 at House on Fire in Malkerns.
Organisers say the event has become an important platform for showcasing local creative industries to regional and international audiences while positioning the country as a premium cultural and lifestyle destination.
