BY SIFISO NHLABATSI
MALKERNS – Prime Minister Russell Mmiso Dlamini says the Standard Bank Luju Food & Lifestyle Festival is proving that Eswatini’s indigenous knowledge, culture and creativity can be transformed into products with real economic value, while positioning the Kingdom as a vibrant destination for tourism, entrepreneurship and cultural exchange.
The Prime Minister made the remarks during an interview after touring exhibitions at the eighth edition of the Standard Bank Luju Food & Lifestyle Festival, where he interacted with entrepreneurs, sampled locally produced goods and encouraged exhibitors to continue growing their businesses.
Accompanied by Standard Bank Eswatini Chief Executive Mvuselelo Fakudze and Luju Festival Creative Director Jiggs Thorne, the Prime Minister visited several exhibition stalls, engaging entrepreneurs about their products and offering words of encouragement.
During the tour, he demonstrated his support for local businesses by purchasing four pairs of handcrafted earrings from Luphondvo Designs at E250 each. He urged the designers to continue expanding their business, saying local creativity has the potential to compete on the international stage.
Speaking about the significance of the festival, Dlamini said Eswatini’s events calendar reflects a country that is increasingly alive with activity and confidence.
“Eswatini is getting vibrant,” he said.
He noted that only recently the country hosted the MTN Bushfire Festival and is now celebrating Luju, with the annual Umhlanga Reed Dance, Incwala and the Emaganu Festival still to come later in the year.
According to the Prime Minister, these events are much more than entertainment gatherings. They provide opportunities for emaSwati to celebrate their identity while introducing the country’s rich heritage to international visitors.
“It is us sharing who we are with the world. It is us living who we are,” he said.
He explained that the country’s cultural festivals are not built around imported concepts but instead celebrate traditions, customs and knowledge that have been passed down through generations.
The Prime Minister said the confidence, patriotism and creativity displayed by exhibitors and artists demonstrate how proud emaSwati have become of their identity.
He said one of the most encouraging aspects of Luju was seeing entrepreneurs transform indigenous knowledge into world-class products.
“As we were walking here, you see excellent designs and world-class products that have been made here from indigenous knowledge, from culture and from the way of life people grew up with. They have translated that into economic value,” he said.
Dlamini said this transformation of culture into commercial opportunities creates jobs, supports small businesses and contributes to national economic growth.
Throughout the tour, the Prime Minister stopped at numerous stalls to engage exhibitors, asking about their products, sharing business advice and encouraging them to remain innovative while taking advantage of opportunities created by major national events.
He said platforms such as Luju allow entrepreneurs to reach thousands of potential customers while showcasing the quality of products made in Eswatini.
The festival, renowned for combining culinary experiences, fashion, music and culture, attracted visitors from within Eswatini and neighbouring countries, reinforcing its growing reputation as one of Southern Africa’s leading lifestyle festivals.
Earlier, Standard Bank Eswatini Chief Executive Mvuselelo Fakudze described Luju as a platform that promotes African culture while connecting people and creating opportunities for local businesses.
He said the festival allows entrepreneurs, food vendors, designers and artists to showcase their work while strengthening cultural and business links between Eswatini and neighbouring countries, particularly Mozambique.
The Prime Minister echoed those sentiments, saying such events create value not only for businesses but also for the country’s tourism industry by attracting visitors and showcasing Eswatini’s unique cultural identity.
During the interview, Dlamini also shared a lighter side of his personality when asked about his music preferences.
He revealed that Afrobeat is his favourite genre.
“I’m more into Afrobeats,” he said, adding that music has its roots in Africa and continues to unite people across the continent.
The Prime Minister also took time to support local food businesses during the festival, enjoying a latte from My Budda Coffee while encouraging emaSwati to support locally owned enterprises.
He said buying local products helps businesses grow while keeping more value within the country’s economy.
As thousands of festivalgoers enjoyed fashion showcases, gourmet cuisine, music performances and cultural exhibitions throughout the day, Dlamini said events such as Luju continue to demonstrate that Eswatini possesses the talent, creativity and cultural wealth needed to compete on the global stage.
He said by preserving indigenous knowledge while turning it into commercially viable products and experiences, the country is creating sustainable economic opportunities without losing its cultural identity.
The Prime Minister commended the organisers, sponsors and exhibitors for making Luju one of Eswatini’s flagship events and for continuing to showcase the Kingdom’s culture, innovation and entrepreneurial spirit to the world.
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