BY NELIWE NGUBANE
SOUTH AFRICA – South Africa has emerged as one of the biggest drivers of the Standard Bank Luju Food & Lifestyle Festival’s growth, with 30 per cent of festivalgoers at the 2025 edition travelling from South Africa, prompting organisers to officially launch the 2026 festival in Johannesburg.
The strategic launch, held at Artistry in Sandown, Sandton on Tuesday, highlighted the festival’s growing regional appeal as organisers intensify efforts to attract even more visitors to Eswatini for the eighth edition of Luju Festival.
Festival Creative Director Jiggs Thorne said the decision to host the launch in South Africa was intentional, describing the country as Luju’s second-largest market and a key contributor to the festival’s continued success.
“There is a very clear purpose behind what we do. We are not simply entertainment organisers. We are committed to harnessing the transformative power of the arts and using it as a vehicle for growth and development across Eswatini and beyond,” said Thorne.
He said South Africa’s growing interest in the festival reflects Luju’s expanding influence as one of Africa’s leading lifestyle events.
Returning to House On Fire in Malkerns from August 1 to 2, Luju Festival 2026 will be held under the theme “A Return to the African Future.” Organisers expect more than 10,000 visitors from over 26 countries, further strengthening Eswatini’s tourism and creative economy.
This year’s entertainment programme will feature a stellar lineup including Zakes Bantwini, Zola 7, Nasty C, TMan Xpress, Mandisi Dyantyis and Liquideep, alongside a host of regional artists.
Beyond the performances, festivalgoers can experience African fashion, food and culture through the Nguni Foodways culinary programme and the Kwasukasukela (Once Upon a Time) fashion showcase. Designer Mzukisi Mbane of Imprint South Africa and celebrated chefs Coco & J and Mmabatho Molefe are among the creatives set to headline the experience.
With South African attendance continuing to grow, Luju Festival is positioning itself as more than a cultural celebration. It is becoming a regional platform that connects people, drives tourism and showcases Eswatini as a destination where African creativity thrives.
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(Courtesy Pic)
