…SMEs prepped for bigger wins at 2025 festival as House On Fire, Standard Bank raise the bar
BY PHESHEYA IAN KUNENE
MALKERNS – After raking in a cool E2.5 million in sales last year, traders at the Standard Bank Luju Food & Lifestyle Festival are being challenged to take things up a notch at this year’s edition.
That was the message from Phiwa Dhlamini, House On Fire’s Communications Manager, during the 2025 Luju Festival Trader Workshop held at the iconic Malkerns venue on Wednesday.
“Last year, 91 SME traders collectively made over E2.5 million. This shows that Luju is more than a vibe, it’s an economic engine for local entrepreneurs,” said Dhlamini, unpacking the festival’s impact and bold new goals.
The workshop gathered dozens of selected local vendors to prepare them for the August 1–2 lifestyle and food fest. This year’s focus? Compliance, stall presentation, and full integration into Unayo’s cashless payment system, powered by NFC wristbands and WhatsApp ticketing.
“We’re building more than just a festival. We’re building sustainable businesses,” Dhlamini added.
Unayo Means Business
Standard Bank’s Mangaliso took the mic to school traders on the Unayo platform, which will allow seamless, cashless transactions throughout the event. “Unayo is more than a payment tool – it’s a game-changer for trader convenience and customer experience,” he said.
Access Rules Made Simple
Jabulani Mndzebele, in charge of gate operations, broke down the dos and don’ts of gate access. He urged traders to ensure all team members are accredited to avoid delays and confusion. “If they’re not listed, they’re not going in – simple as that,” he told traders.
Safety First, Always
Safety and sustainability were major talking points, with Zwelakhe Mamba urging vendors to follow fire safety measures, especially those cooking on-site. He also spoke on waste management, food handling, emergency protocols, energy-saving practices, and safe product use.
“Fire, sharp tools, food – it’s a recipe for disaster if we’re not careful. Let’s keep Luju safe, clean and professional,” he stressed.
Get Accredited Early
House On Fire HR rep Jenine Thomas wrapped up the session with a nudge for traders to finalise their wristbands and submit names of anyone working in their stalls. “Don’t wait until the last minute,” she warned. “Let’s make this year’s experience smooth for everyone.”
Luju: More Than Just a Festival
The 2025 theme “A Return to the African Future” promises another celebration of culture, creativity, and culinary excellence. Last year’s festival attracted over 10,000 attendees from 23 countries, created 600+ jobs, and featured 177 artists, 5 culinary showcases, and regional fashion designers.
Behind the scenes, sustainability efforts are growing stronger too, the 2024 edition achieved a 61% recycling rate from over 10 tons of waste.
From wine masterclasses to cook-off competitions, Luju remains the country’s biggest creative playground – and local SMEs are reaping the rewards.
Luju Fashion Theme 2025 , “Threads of Time”
This year’s fashion spotlight will trace the journey of African textiles from past to future, honouring tradition, innovation, and sustainability in every stitch. Think bold prints, ancestral patterns, and futuristic flair, all stitched into one unforgettable runway experience.
IN A NUTSHELL:
The Luju Festival Trader Workshop wasn’t just a meet-and-greet – it was a masterclass in how to thrive at Southern Africa’s most stylish festival. From cashless commerce to creative stalls and safety protocols, traders are being given the tools to succeed – and the numbers say it’s worth it.
So, will 2025 beat last year’s E2.5 million? The heat is on.
