The sun hung low over Port Harcourt as crowds streamed into Yakubu Gowon Stadium, their laughter mixing with the scent of roasted plantain, spicy fish, and palm oil smoke rising into the sky.
Music spilt from the speakers, vendors shouted over the hum of conversation, and the energy was electric. It was not just another food festival. It was a full-blown celebration of flavour, identity, and street culture; the annual Bole Festival had returned.
Held on September 6 and 7, the festival drew thousands of food lovers to celebrate Port Harcourt’s most beloved street meal, bole. This year, Maggi, a brand known for seasoning home-cooked meals, took things up a notch. Partnering with the event under the theme “Bolefication,” Maggi stepped boldly into the world of youth culture, reintroducing itself not just as a kitchen essential but as a vibrant part of Nigeria’s social and culinary life.
The vibe was contagious. Music, food, and fashion came together in a way that felt spontaneous yet intentional. DJs kept the beats alive as creators and influencers captured smoky grills, eager queues, and bursts of laughter. “Day one was such a vibe,” said content creator Jane Derry, who joined a live cooking session at the Maggi arena. “They brought in a chef who showed us how to take bole to the next level; perfectly grilled plantain with roasted fish, ugba, otazi leaves, and that signature spicy sauce.”
One of the weekend’s biggest highlights was Maggi’s creative twist on the traditional newspaper wrap that usually comes with bole. Instead of the usual print pages, guests received their food in a Maggi-designed cultural newspaper, complete with witty headlines, quick recipes, and flavour hacks. What started as packaging quickly became a collector’s item. People sat around reading the playful content while enjoying their meals, turning a simple bite into a shared moment.
The collaboration also spilt into fashion. Maggi’s limited-edition merch, including tote bags and T-shirts, became the festival’s must-have items. Styled like streetwear, they added a touch of culture-meets-creativity to the event. For many young attendees, wearing the merch felt like being part of a movement that blended food, fashion, and pride in local culture.
The storytelling went beyond taste and texture. Influencers captured the fire, smoke, and laughter through short films and reels that showcased the spirit of the event. “It wasn’t just a wrapper, it was a conversation starter,” said influencer Esther Samuel, known as Miss_hotspots. “Maggi didn’t just season the food; they seasoned the whole experience.”
At the centre of it all stood the Maggi Arena. With its Flavour Bar, the space drew constant traffic from festival goers eager to mix their own spices, share recipes, and take photos. It became more than a brand activation; it was a gathering spot for creativity and connection. “The energy at the Bole Festival was incredible,” said Funmi Osineye, Maggi’s marketing manager. “At our Maggi Bolefication Zone, we didn’t just share Maggi, we shared joy, culture, and connection.”
By the festival’s close, the verdict was clear. “The bole? Delicious. The vibes? Perfect. The energy? Elite,” said content creator Nancy, summing up the mood of the crowd.
For Maggi, the Bole Festival was not just an appearance; it was a statement. The brand had successfully redefined itself as part of Nigeria’s street culture, woven into the music, fashion, and stories that make up everyday life. For one smoky weekend in Port Harcourt, Maggi was not only in the kitchen. It was in the heart of the streets, where flavour meets culture and community comes alive.
