By Etop Ekanem

As preparations gather momentum for the 2026 Osun-Osogbo Festival, Orijin has reaffirmed its role not just as a sponsor, but as a brand at the centre of cultural expression.

For the sixth consecutive year, Orijin continues to champion one of the continent’s most powerful symbols of heritage and identity.

For Orijin, culture is not something to be preserved alone — it is something to be lived, experienced, and expressed in today’s world. Rooted in traditional African ingredients and inspired by heritage, the brand creates modern ways for people to stay connected to where they come from while expressing who they are today.

Speaking at the event, Dorcas Mashingil, Senior Brand Manager, Orijin TM/Brown Spirits, described the partnership as a natural extension of the brand’s deep connection with culture.

She said: “The Osun-Osogbo Festival represents a powerful source of cultural identity — a place where tradition, community, and spirituality come together. At Orijin, we believe staying connected to our roots is what gives us the confidence to express ourselves today. That’s why this partnership matters — it allows us to celebrate culture not just as history, but as a living, evolving part of who we are.”

Representing Governor Ademola Adeleke, the Osun State Commissioner for Culture and Tourism, Abiodun Bankole Ojo, commended Orijin’s longstanding support for the festival and highlighted its economic significance.

“The festival cannot be sustained by the government alone. We need the support of sponsors because it represents a significant cultural and economic investment opportunity for Osun State and Nigeria,” he stated.

In his remarks, the Ataoja of Osogbo, His Royal Majesty, Oba Jimoh Oyetunji Olanipekun, Larooye II, applauded Orijin’s commitment to the festival and called on more corporate organizations to invest in Osun State’s cultural and tourism assets.

“We are deeply thankful to Orijin. Orijin is heritage, and heritage is tradition. That is what Osun-Osogbo represents — a celebration that has made Osun State a global cultural convergence point year after year,” the monarch said.