Every year in the month of March, the world unites to celebrate women. The theme of this gathering this year is eachforequal: collective individualism. To break this down, we must acknowledge that the world is diverse; each person unique and distinct in their own way and that in spite of our differences, each one of us is equal to the next. While this is a powerful declaration, fact is that the world is unequal. The feminist fight has gone on for years because of this inequality and how it hurts women. We at JuJu. …


by Ifeoma Nnewuihe

If after you are done reading this you come to the conclusion that I have the music taste of a 45-year-old electronics seller in Alaba market whose name is either Chinedu or Ndubuisi, who answers “Odogwu” or “Udo” to his friend’s greetings and eats Abacha for lunch with his mouth hanging slightly open, I will not tell you that you are wrong. But I cannot also tell [1] you that you are right because it is normal for a woman of my age and status to have this music taste…*insert feminist rant on the multidimensionality of women.*…


Adupe fun ike oluwa (Thanks to the gods for keeping us)

We would like to thank you, our medium followers, our loyal readers and customers for your time, your faith and of course, your kudi. Last year, we built a community of over two thousand people across platforms. We sold over a thousand products in our first year of business thanks to you. We appreciate all of this and take none of it for granted. However, we realize that our work is much deeper than selling products. JuJu was founded out of a need to summon appreciation for African cultural…


Once upon a time, a severe famine struck an unnamed Igbo land. Plants withered and animals died. The people were livid. They pressured their king every day for a solution. Eze Nri, the king, spent many nights awake in search of an end to the famine. He was told that he had to kill his children. After killing them, he cut their bodies into small pieces before burying them. Six months later, plants grew out of the place where the body parts were buried. When Eze harvested them, he found yams and cocoyams. The yams brought the village out of…


The shared history of Benin and Yoruba people

There is widespread interest in the power of stories these days. Stories are like maps, they help humans navigate life. Stories are fluid. They morph into something a little different each time they are retold. This is why the creation story has many different versions. It’s been retold millions of times. Monotheistic religions believe that one supernatural being created it all while science holds that a scientific phenomenon caused the world to emerge. Humans are multifaceted beings, each with their own unique ability to perceive, interpret and relate information.

The people of…


10 of the least popular Nigerian soups.

A stupid mouth forgets who gave it food after eating — African proverb

Some days ago, there was a viral tweet where a vegan startup had won an award for the most innovative meal. The food was called plantain crisps which basically is kpekere, deep-fried plantain chips. This repurposing of African food to western food is not new. Bits of our culture are exported and removed from context. No matter the case, in years to come, we will have children over the world craving kpekere.

Juju is here to show you the gold mine under your nose. There is so much neglect around African food. You’re going on a date, you wear English…


Lately, there has been increased acceptance, celebration and appropriation of some African cultural practices in western pop culture. Evident in the Black Panther phenomenon which swept the world in 2018 and Beyonce’s The gift, following the much anticipated and critiqued remake of all-time Disney favorite, the Lion King. There has been a debate about whether or not a feature on Beyonce’s album should matter in the career of the African artists that were featured or not. The question is whether or not these artists are big enough in their world with or without western influence. That this argument exists at…


When the Yorubas want to report you to humans they mention your father’s name. To report you to the gods they mention your mother’s. Gods know gods. — Akinade Owoade

Anthropologists say folktales are more than literary and oral expressions of people, but the totality of their ethnography. These tales are like the scope through which you see a picture of a people’s way of life.

Oxford defines a folktale as a story passed on by word of mouth rather than by writing, and thus partly modified by successive retellings. All folktales are part of the body of folklore within…


“Juju doesn’t exist in Yoruba spirituality” —

The average Nigerian consider traditional religions as the practice of bad magic or “Juju”. According to Nigerian movies, Juju is used to twist situations, events and even people in your favor. But a chat with Òrìsà priestess, Omítọ̀nàdé Ifáwẹ̀mímọ́ debunks these myths peddled by Nollywood.

As you walk down the streets of Tanke Okeodo, Ilorin, you would come across toddlers waddling behind their mums dressed in hijabs. They imitate their parents and grow up never deviating from their religion. This is what it means when Yorubas say ó bá a nínú ilé ni…


The most beautiful people we have known are those who have known defeat, known suffering, known struggle, known loss, and have found their way out of the depths. These persons have an appreciation, a sensitivity, and an understanding of life that fills them with compassion, gentleness, and a deep love. — Elisabeth Kübler-Ross

The thing about history is that it repeats itself, maybe not in exact replicas, maybe with slight modifications but history often repeats itself. This is especially visible in Fashion. Clothes that had their shine in the ’80s are now rebranded as vintage, every alte kids seems to…

JuJu.

JuJu. is an afrocentric brand that intends to create, through ornaments and fashion, a worldwide interest and local acceptance of who we are and who we were.

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