By Adeola Badru

Nigeria’s expanding use of culture and creative industries as instruments of regional diplomacy has come into sharper focus following the announcement that “Pride Heritage,” a pan-African cultural reality television show founded by Nollywood producer Amb. Thompson Ukeki, will hold its new season in Nairobi, Kenya.

The project, described as the first Africa Diplomatic Cultural Heritage reality television show, is expected to feature contestants from 27 African countries and will run for 54 days, with a 24-hour live broadcast throughout the duration of the programme. Organisers siaid the initiative is designed to promote African heritage, indigenous knowledge and cross-border cultural exchange.

Ukeki, who founded the initiative under the Afrik Ultimate Hero Search platform, has been recognised by the African Union and the Millennium Development Goals (MDGs) platform as a Cultural Diplomatic Ambassador for his role in promoting African cultural heritage.

According to him, his work aligned African cultural heritage with the AU 2030 Agenda for Sustainable Development, ensuring that “no one is left behind” by deploying local and traditional knowledge as tools for development.

Speaking in Abuja during an event marking his appointment and recognition, Ukeki said the responsibility attached to the role was significant.

“It was an honour for me to be given such a great responsibility as a young man,” he stated.

As part of the recognition, he was presented with a customised vehicle plate number and an honorary plaque for what was described as his contribution to humanity through selfless service, creativity and compassion towards human development.

He said his new designation included a diplomatic official plate number intended to ease mobility for initiatives centred on African cultural creativity, describing the privileges attached to the office as secondary to the responsibility of remaining committed to the ideals of the organisation behind the Afrik Ultimate Hero Search project.

In February 2025, Ukeki was appointed West Africa (ECOWAS) Youth Ambassador under the ECOWAS Youth Parliament, in recognition of his contributions to youth development, cultural preservation and the promotion of indigenous languages through media and entertainment.

“This appointment is more than a personal achievement, it is a call to serve, to lead with integrity, and to champion the dreams of millions of young Africans. I accept this responsibility with deep humility and unwavering commitment,” he said during his acceptance speech.”

He further stressed the need for stronger regional cooperation, innovation and visionary leadership to tackle the socio-economic challenges facing young people across West Africa.

Ukeki was also decorated with the Nelson Mandela Leadership Award of Excellence and Integrity, an honour said to acknowledge his record in leadership and community development.

Stakeholders note that such initiatives reflect a broader trend in which Nigeria’s creative sector is increasingly intersecting with continental policy conversations on youth inclusion, cultural identity and sustainable development.

He stated that with contestants drawn from across the continent and the programme set to run continuously for nearly two months, the Nairobi edition of “Pride Heritage” is expected to test the viability of cultural reality programming as a tool for pan-African engagement and soft power projection.

Ukeki maintained that his mission is to champion the aspirations of young Africans and promote cultural revival across the continent, captured in his slogan: “African Pride Heritage” – Revive African culture.