“This platform is about celebrating excellence, not pity,” she said. “We want to present the richness of our heritage, the sophistication of our innovation, and the power of our collective potential. Africa has never lacked talent. What we have lacked is coordinated visibility and equal opportunity.”
In a world where Africa is often framed through a narrow lens of need rather than capacity, Mrs. Ibukun Awosika is reshaping that narrative with bold intention. As the founder of the Ibukun Awosika Leadership Academy (IALA) and the visionary behind African Marketplace, she is leading a continental awakening – economically, culturally, and strategically.
African Marketplace is not merely an event. It is a bold statement of purpose and identity. Through this initiative, set to debut in Dubai in 2025, Awosika is aggregating and curating the finest products, services, and craftsmanship from Africa and the Caribbean. From fashion and creative arts to agribusiness, textiles, and intellectual capital, the African Marketplace serves as a high-impact platform designed to showcase the best of the continent to the global trade stage.
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“This platform is about celebrating excellence, not pity,” she said. “We want to present the richness of our heritage, the sophistication of our innovation, and the power of our collective potential. Africa has never lacked talent. What we have lacked is coordinated visibility and equal opportunity.”
Mrs. Awosika, the first female Chairperson of First Bank of Nigeria and a respected member of the Binance Global Advisory Board since 2022, sees African Marketplace as a convergence point for economic ambition and cultural dignity. The initiative’s goals are clear: bridge trade corridors between African enterprises and international buyers, facilitate targeted business-to-business and business-to-consumer opportunities, attract strategic investments, boost foreign exchange earnings, and most importantly, redefine how African excellence is perceived on the world stage.
Beyond her economic foresight, Awosika is widely recognized for her emotionally intelligent leadership and her ability to connect deeply with others. She often emphasizes the value of intentional friendships and leadership rooted in values. “Friendship must be built on clarity,” she shared in a reflective session. “You must know the strength of each person in your circle, understand where their values align with yours, and be wise enough not to carry the wrong problem to the wrong person.”
She continued, “We make the mistake of assuming that because someone is fun or admirable, they are equipped to help us handle every issue. That’s not just unfair—it’s unwise. You wouldn’t go to a carpenter if you were ill. The same goes for choosing who you turn to for advice or support.”
Mrs. Awosika’s philosophy around leadership and personal alignment is evident in every layer of the African Marketplace. She believes that excellence in leadership mirrors excellence in relationships. “We need friends who match our mission,” she said. “When I was appointed board chair, my friends surrounded me with prayer, encouragement, and accountability. That’s the kind of circle that sustains success.”
Reflecting on her experiences with Women in Management, Business, and Public Service (WIMBIZ), she recalled how skeptics doubted the longevity of the network. “They thought ambitious women couldn’t work together,” she said. “But we made a pact, we wouldn’t fight or fracture. We committed to rules, succession, and legacy. That’s the power of aligned vision.”
Awosika is just as candid when discussing emotional maturity and boundaries. “You can laugh and gist with many people. That doesn’t mean you discuss everything with them. There are friends who make you laugh, and that is valuable. But when life calls for counsel or direction, you need friends whose voices are grounded in wisdom, not just noise.”
African Marketplace is not simply about commerce, it is about restoration and global repositioning. By spotlighting Africa’s and the Caribbean’s best, the platform aims to generate millions of jobs for the youth population, strengthen export competitiveness, inspire innovation, and shift global perceptions. “We are telling our story, our way,” she said. “We are saying to the world: come and do business with us, not for us.”
Her clarity extends to leadership practices as well. “Being a Christian leader does not mean tolerating mediocrity,” she explained. “You can be kind and still uphold standards. Leadership isn’t about being liked. It’s about doing what is right. You can fire with compassion and still run a world-class organization.”
On the issue of relationships versus friendships, she was firm. “You can have many relationships, but only a few true friends. A friend is someone you can call after years and still connect deeply—no performance, just presence. But before bringing people close, know yourself. Know your values, your triggers, and your purpose.”
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As preparations for African Marketplace 2025 unfold, Mrs. Awosika remains grounded in the belief that excellence must be deliberate and values must lead the way. “We’re not just creating a trade platform,” she said. “We’re telling the world that Africa is not a continent of chaos and charity. We are a continent of creativity, capacity, and courage.”
With her characteristic blend of grace and grit, Ibukun Awosika is redefining what African leadership, trade, and collaboration look like on the global stage. African Marketplace is not just a trade initiative—it is a global movement with the power to change the trajectory of how the world sees, values, and engages with Africa.
