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| Special Adviser on Tourism, Arts and Culture, Mr. Idris Aregbe |
...How the Lagos Tourism–Naija Brand Chick Fair is Shaping the State’s Creative Economy
By Oluwatosin Oladipo Emmanuel
When the Lagos State Ministry of Tourism, Arts and Culture announced its plan to move the Naija Brand Chick (NBC) Trade Fair to the Mainland, industry watchers knew it wasn’t just another exhibition — it was a strategic push to decentralize commerce and extend prosperity beyond the Island.
Now scheduled for October 24–26, 2025, at Whitestone Event Centre, Ikeja, the fair targets an ambitious ₦5 billion in sales within three days, signaling the growing power of Lagos’ creative economy and its thriving small business ecosystem.
From ₦1 Billion to ₦5 Billion: A Market on the Rise
The April Island edition of the fair broke records with over ₦1 billion in sales, reaffirming the strength of Lagos’ entrepreneurial base. But the Mainland edition raises the stakes — with a fivefold target that aligns with Governor Babajide Sanwo-Olu’s vision for an inclusive, creative, and people-centered economy.
Special Adviser on Tourism, Arts and Culture, Mr. Idris Aregbe, said the initiative is not just about business; it is about building bridges between innovation, culture, and community.
“We are deliberately leveraging entertainment to drive trade, inspired by the spirit of old Lagos when markets came alive with music, performances, and community energy,” Aregbe noted.
“Our goal is to empower 100–150 vendors to achieve ₦5 billion in collective sales within three days. It’s ambitious, but it’s doable — because Lagos is the commercial heartbeat of Nigeria.”
Economic Ripple Effect: Beyond the Fairgrounds
Analysts predict that the Lagos Tourism NBC Fair could inject over ₦1.2 billion into local supply chains through logistics, media, catering, accommodation, and transportation services. Temporary employment — from ushers to security operatives — is also expected to rise sharply during the fair, creating an estimated 700 short-term jobs.
The fair is also part of the “101 Days in Lagos” Tourism and Culture Calendar, an innovative initiative using entertainment as a catalyst for economic diversification. Through this calendar, Lagos aims to merge its dual identity as Nigeria’s creative hub and Africa’s fastest-growing commercial city.
SMEs as the Growth Engine
For Naija Brand Chick CEO, Mrs. Nelly Agbogu, the fair is more than an event; it’s a movement.
“This initiative is a game-changer that has empowered countless entrepreneurs, boosted visibility for small businesses, and proven that Lagos is intentional about building a thriving SME ecosystem,” she said.
“It’s a model for public–private partnership in Nigeria, and we’re proud to be part of it.”
The NBC community, which boasts thousands of small business owners, has been a springboard for women-led enterprises in fashion, skincare, food, and homeware. The partnership with the Lagos State Government ensures that these businesses gain not just visibility but also access to mentorship, markets, and networks.
Market Influence: The Lagos Advantage
Lagos’ reputation as Nigeria’s economic nerve center gives this fair a natural edge. With over 20 million residents, a high urban consumer base, and the country’s largest concentration of SMEs, the fair taps into an existing appetite for quality products and experience-driven shopping.
Experts note that entertainment-led commerce is fast becoming Lagos’ new economic signature; merging the cultural energy of its streets with digital marketing innovation. From music to fashion, the city’s creative industries now contribute an estimated 30% to Lagos’ GDP and continue to attract investor interest.
Returns to Lagos: Beyond the ₦5 Billion Target
While ₦5 billion in direct vendor sales is the headline figure, the true returns to Lagos go deeper:
- Increased tax revenue from registered vendors and businesses.
- Enhanced tourism spending as visitors flock to the Mainland for shopping and leisure.
- SME empowerment that strengthens the informal sector; the lifeblood of Lagos’ economy.
- Urban inclusivity, as economic activities spread from the Island to the Mainland.
In the long term, this fair could become a signature Lagos brand, attracting national and international attention, much like the Lagos Fashion Week and the GTCO Food & Drink Festival.
A Fair for the People
Mr. Aregbe emphasizes that the essence of the fair is access and affordability.
“We want Lagosians to have a great time, shop quality products at good prices, and experience a sense of belonging,” he said. “It’s not just about profit; it’s about shared prosperity.”
Conclusion: Entertainment as the New Economy
With the state betting on a blend of tourism, trade, and talent, Lagos appears to be defining a new economic model; one where creativity and commerce intersect.
As the countdown begins to the Mainland edition of the Lagos Tourism NBC Fair, expectations are high. If the ₦5 billion target is met, it will reaffirm one truth: Lagos isn’t just a marketplace; it’s a movement.
