The Standard Bank Luju Food & Lifestyle Festival generated more than E2.5 million in trader sales during its seventh edition in 2025.
Figures shared during the 8th edition launch on Friday painted a picture of a festival whose impact stretches beyond the two days it occupies the House on Fire grounds each year.
Last year's edition featured 103 traders, with 80 percent of them being local businesses, 47 artists from three countries and 11 regional fashion designers, 64 percent of whom were local.
Standard Bank also reported that more than 60 percent of the 10 tonnes of waste generated during the festival was recycled, while its digital reach surpassed 2.87 million people across social media platforms.
The figures were shared as guests from the creative industry, government, business community and festival partners gathered for the official launch of the 8th edition of the Standard Bank Luju Food & Lifestyle Festival, scheduled for August 1 and 2 at House on Fire in Malkerns.
Speaking during the launch, Standard Bank Eswatini Chief Executive Mvuselelo Fakudze said Luju had grown into one of Southern Africa's leading cultural experiences by creating opportunities that extend well beyond music and entertainment.
"Since its inception, the Luju Festival has evolved into one of Southern Africa's most compelling cultural experiences," Fakudze said.
He said the festival had established itself as a leading platform for food, fashion and the arts while attracting visitors from more than 25 countries.
Fakudze said Standard Bank remained committed to using its continental footprint to elevate the festival beyond Eswatini's borders and create meaningful opportunities for creatives, entrepreneurs and small businesses.
"As the largest bank in Africa, with a footprint spanning more than 21 countries across the continent, Standard Bank Group is uniquely positioned to connect people with the endless possibilities in Africa," he said.
He announced that the festival's regional reach would continue expanding this year, with a Luju launch also set to be hosted at the Standard Bank Mozambique Incubation Hub, an innovation and entrepreneurship platform that supports emerging businesses.
According to Fakudze, the continued growth of the festival is the result of strong partnerships, investment in local talent and a shared vision between House on Fire, Standard Bank and other stakeholders.
"The Standard Bank Luju Festival is not just another event. It is an ecosystem a living, breathing, growing embodiment of what it means to finance what matters," he said.
He said the festival continues to create opportunities for small businesses, designers, chefs, artists and traders while contributing to the country's creative economy.
Beyond entertainment, Fakudze highlighted Luju's ongoing investment in entrepreneurship through initiatives that support local fashion designers, food entrepreneurs and hospitality professionals.
The annual Luju Fashion Programme provides mentorship, technical support, trade opportunities and media exposure to emerging designers preparing collections for the festival runway.
The festival also continues to strengthen the food sector through its Farm-to-Fork Cook-Off, culinary workshops and Food Indaba, where chefs, farmers, academics and food entrepreneurs explore indigenous food systems and opportunities for industry growth.
Community development also remains part of the festival's broader mission. Through a partnership with World Vision, the Luju Festival continues supporting sustainable beekeeping projects in Lobamba Lomdzala, providing training and equipment to local beekeepers whose honey will once again form part of this year's festival experience.
Preparations for the 2026 edition are already underway, with media accreditation, trader applications and ticket sales now open.
This year's festival will be guided by the culinary theme Nguni Foodways, celebrating the food traditions, ingredients and knowledge shared across Nguni communities in Southern Africa.
......Twice the time, twice the experience
Luju expands to two full days
The Standard Bank Luju Food & Lifestyle Festival is entering a new chapter this year, with organisers expanding the event into a full two-day festival for the first time since its launch in 2018.
Set for August 1-2, at House on Fire in Malkerns, the eighth edition will give festivalgoers an entire weekend to experience Luju's signature blend of food, fashion, music and culture, while creating more opportunities for local creatives, entrepreneurs and traders.
The expanded format was officially unveiled during the festival launch, where organisers described the move as a natural step in Luju's growth following seven successful editions.
Previously held over a shorter programme, the new format is expected to ease congestion across the festival grounds and allow visitors to enjoy more of the experiences on offer, from culinary demonstrations and fashion showcases to live music performances, panel discussions and family activities.
The additional day also opens the door for a broader programme, giving organisers the flexibility to accommodate more performances, workshops and interactive experiences throughout the weekend.
For fashion lovers, the longer programme comes with an extra challenge. Under this year's fashion theme, Kwasukasukela (Once Upon a Time), festivalgoers are encouraged to embrace the '2 Days, 2 Outfits' concept by showcasing two different looks inspired by African storytelling, heritage and creativity.
The expanded schedule also gives visitors more time to explore the Luju Fashion Runway, the Emerging Designers Showcase and the ever-popular Best Dressed competition.
Food enthusiasts will also have more opportunities to experience this year's culinary theme, Nguni Foodways, through live cooking demonstrations, tasting sessions, the Heritage Food Garden and conversations exploring indigenous food traditions from across Southern Africa.
Beyond the entertainment, the additional day is expected to benefit traders, chefs, designers and small businesses exhibiting at the festival.
With thousands of visitors expected over the weekend, exhibitors will have more time to engage customers, showcase their products and increase sales throughout the event.
Minister for Tourism and Environmental Affairs Jane Mkhonta welcomed the expansion, saying it would strengthen the festival's contribution to Eswatini's tourism and creative economy.
She said the move would encourage longer visitor stays while creating new opportunities for local businesses that benefit from increased tourism activity during the festival weekend.
The expanded programme also reflects Luju's continued evolution from a lifestyle event into a regional platform for culture, entrepreneurship and creative exchange.
