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Experts have urged Nigeria to harness Nollywood’s influence to rebrand its global image and strengthen cultural diplomacy through film.
Efem Ubi, Director of Studies at the Nigerian Institute of International Affairs, said films provide a vital tool for projecting soft power and correcting stereotypes abroad.
According to him, soft power through visuals creates lasting impressions that foster mutual and beneficial relationships among nations.
Ubi spoke to the News Agency of Nigeria at a symposium organised by NIIA, the Chinese Consulate, Trimm Network, and MESBA Arts Studio, in Lagos.
The event, with the theme ‘Nigeria-China Cooperation; Promoting Cultural and Economic Diplomacy through Film’, featured screenings of Traditions and a documentary titled Uru Igba Boi.
Ubi described soft power as using culture, tradition, and entertainment to build trust and mutually beneficial relations with other nations.
He said: “Our challenge is the lack of global understanding of our cultures. We must create films that portray Nigeria as a world-class destination.”
Earlier, Yan Yuqing, Consul General of China in Lagos, praised Nollywood, noting its realism, drama, tradition and modernity have earned it worldwide recognition.
She said Nollywood not only entertains but also reshapes perceptions of Nigeria, enhancing its cultural presence on the global stage.
Similarly, Esther Idowu, Research Fellow at NIIA, said film’s power lies in its ability to attract rather than coerce international audiences.
She noted that Nigerian films already highlight the country’s cultural diversity, showcasing traditions and values that resonate beyond its borders.
However, Idowu observed that Nigeria’s image has long been tainted by stereotypes of scams, corruption, voodoo, and conflict.
According to her, Nollywood has the unique power to change this narrative.
She said: “Films are powerful tools for storytelling, identity, and growth. They strengthen cultural diplomacy and promote economic opportunities for Nigeria.”
Idowu stressed that Nollywood films highlight languages, traditions, music, fashion, and folklore, while also celebrating resilience, family, and innovation.
She added that such portrayals challenge negative stereotypes and help rebrand Nigeria’s global image.
In his remarks, Shaibu Husseini, Executive Director of the National Film and Video Censors Board, described Nigeria and China as natural partners in film and culture.
He proposed a joint film production to showcase shared human values while preserving the uniqueness of cultural institutions in both nations.
Husseini said Nigerian-Chinese collaborations would not only tell stories but also shape global narratives.
He added: “Such partnerships strengthen bilateral relations and foster peace and prosperity through cultural and economic diplomacy.” (NAN)
