JOHNNIE Walker, the world’s leading Scotch whisky, has taken a bold new step in celebrating Africa’s creative spirit with the official launch of the AfroExchange Creative Summit.
Held in Johannesburg, the summit introduced AfroExchange, a vibrant platform designed to explore, champion, and connect African creativity—while sparking a pan-African cultural conversation rooted in identity, progress, and pride.
As the opening chapter of a multi-city cultural journey, the Johnnie Walker AfroExchange Creative Summit served as both a media launch and a call to action- gathering tastemakers, visionaries, and storytellers across fashion, music, art, and digital culture.
Set in an immersive gallery-inspired space, the summit brought to life the essence of AfroExchange: bold expression, collaborative energy, and a commitment to moving culture forward.
The event featured:
* Walking with Culture Panel – A dynamic conversation led by influential voices like George Avakian, unpacking how brands and creatives can co-create with authenticity while shifting global narratives.
* Content Meets Culture Panel – A forward-looking session featuring Omashola, Amahle Jaxa, and strategist Ayanda Mhlongo, exploring the evolving power of storytelling through digital platforms and the new role of creators in community building.
* DJ Masterclass – An energetic celebration of African sound giving the audience a deep dive into how African DJs are curating the continent’s global music soundscapes.
“As a brand deeply embedded in promoting African culture, Johnnie Walker is proud to walk alongside this generation of visionary creatives who are turning Afro creativity into global influence,” says Ifeoma Agu, Group Head of Culture, Influencer and Advocacy at Diageo South, West and Central Africa.
“AfroExchange is more than a platform, it is a celebration of cultural dialogue-an intentional exchange of creativity, perspective, and identity between the continent’s most influential cities. In this first edition, Johannesburg meets Lagos across music, art, fashion, and food—four expressive pillars that shape culture and how the world sees us.”
The summit’s intimate setting, hosted in a gallery-inspired creative hub, echoed the very ethos of Johnnie Walker AfroExchange—immersive, intentional, and inspiring. From thought-provoking dialogue to curated experiences, the event set the tone for the campaign’s next phase: a series of activations that will spotlight the energy of Lagos and the soul of Johannesburg in one space, celebrating African creativity across fashion, music, and design in partnership with local and international talents.
Johnnie Walker AfroExchange continues in June 2025 in Johannesburg, followed by Lagos, Nigeria, amplifying Johnnie Walker’s commitment to creativity as the Afrocentric collaborator in championing progress and cultural excellence across Africa.
