Malkerns – Standard Bank Eswatini Chief Executive Mvuselelo Fakudze says the Luju festival has grown into one of the most significant cultural events on the continent, attracting visitors from as many as 26 countries across Africa.
Speaking to Swazi24 on the sidelines of the event, Fakudze said the festival was conceived as a signature event for Standard Bank Eswatini and was officially launched in 2017, a year after he joined the bank in 2016.
“When I joined the bank, the marketing people said we need a signature event for Standard Bank Eswatini. This was conceived before I joined the bank, but we polished it up and launched it,” he said. 
Fakudze said the demand for tickets from beyond Eswatini’s borders had been remarkable, with people travelling from Mozambique, South Africa, Zimbabwe, Lesotho and other countries to attend.
“The demand for tickets, not just from Eswatini but from beyond our borders, is unbelievable,” he said.
He described Luju as a lifestyle event that goes far beyond music, bringing together food, fashion, wine tasting, local brew demonstrations and cultural experiences.
“It is not just about the music. It is about enjoying the food stalls. There is a lot of traditional food being served. It is about also creating the local art economy and supporting the local arts,” he said.
Fakudze said this year’s festival featured chefs and artists from Mozambique, adding an international flavour to the local programme. He also noted that one of the popular attractions at the event was a demonstration of how traditional beverages, including Tomboti, are prepared in their original form, giving visitors a deeper appreciation of Eswatini’s heritage.
On the fashion side, he said there would be a number of fashion stands and showcases running alongside the food exhibitions, wine tasting stations and musical performances that continue well into the night.
“People are here to enjoy food. There are a lot of food stalls with different types of food varieties. People are here to enjoy wine tasting and local brew,” he said.
Fakudze said the festival had also opened doors for regional cooperation, particularly between Standard Bank Eswatini and Standard Bank Mozambique, with clients from both countries crossing borders to experience each other’s cultural events.
“Mozambique brings their clients here to come and enjoy the Swazi experience, and it is very important for us,” he said.
He explained that the relationship between the two countries extends beyond Luju, with Standard Bank also sending its people to attend jazz festivals in Mozambique, creating a two-way cultural exchange that benefits both nations.
Fakudze reflected on the deep historical and cultural connections between Eswatini and Mozambique, pointing to shared heritage, land history and languages such as Shangani, which bears close similarities to Siswati and other Nguni languages.
“As a bank, if you don’t focus on culture, you will not understand the people of that country,” he said.
He said Standard Bank sees itself as an institution that creates connections between large corporates, small businesses and the cultural platforms that celebrate African identity, adding that Luju provides an important marketplace for entrepreneurs and traders.
“This is a very good platform for the traders who are able to say we are here. People are selling food,” he said.
Fakudze noted that the bank trades 60 billion rand per annum between Eswatini and South Africa, and that events like Luju help open markets and create business opportunities across the region, including giving local businesses access to Mozambican clients and vice versa.
On the festival’s campaign message, he said the bank’s Phokophela Sinawe theme carried a clear message of support for individuals, families and businesses chasing their dreams.
“Never stop dreaming, continue with your dream and as a bank we are behind you. We are creating an environment where your success cannot be limited by anything but your own imagination,” he said.
He added that Eswatini’s natural environment gives the festival a setting that is difficult to replicate elsewhere on the continent.
“You can come and enjoy the experience of nature, connecting with nature and connecting with the local people,” Fakudze said.
Looking ahead, Fakudze said the measure of success for Luju was straightforward.
“For us, success is about making sure that everybody taking part has a very beautiful experience,” he said.
