ORUN Introduces “Heirs of Greatness” Initiative in Casablanca to Strengthen Africa’s Cultural Economy

ORUN, a subsidiary of African Currency Network, has launched the first edition of Heirs of Greatness Day in Casablanca, bringing together leading stakeholders from Africa’s cultural and creative industries (CCI). The initiative forms part of ORUN’s broader strategy to position culture as a driver of sustainable development, cultural sovereignty and continental influence.

The programme is structured around ORUN’s foundational methodology, known as The Sovereign Code, which is built on three pillars: Memory, Structure and Transmission. This framework guides all ORUN initiatives and is intended to convert African cultural heritage into long-term, measurable systems of value creation.

Staged during a period of heightened international focus on Africa, linked to the Africa Cup of Nations, the event highlighted Casablanca’s role as a meeting point for artistic heritage, contemporary creation and global engagement. Heirs of Greatness Day was designed as a practical application of The Sovereign Code, with a focus on strengthening links between ancestral craftsmanship and modern standards of creativity, quality and responsibility.

Central to the initiative were the seven “Houses of Art”: Weaving, Foundry, Crochet, Tannery, Dyeing, Ceramics and Tailoring. These thematic spaces brought together master artisans, designers and partners to encourage knowledge transmission, experimentation and structured collaboration.

Artists and designers including Roméo Moukagny (Gabon, Senegal), Kader Diaby (Ivory Coast), Anil Padia (Kenya), Jennifer Mulli (Kenya), Henri Philippe Maidou (Central African Republic), Sonia Ahmimou (Morocco, France) and Lucette Holland (Senegal, France) presented works reflecting both local cultural roots and international creative perspectives.

The programme combined institutional sessions, artistic installations and editorial exchanges. The evening segment featured the presence of Her Majesty Queen Temitope Morenike Enitan-Ogunwusi of Nigeria’s Yoruba people, Olivia Yacé, Miss World Africa 2022 and Miss Universe nominee, and singer Singuila, underscoring the link between heritage, contemporary expression and international visibility.

The launch also marked ORUN’s receipt of ISO 20121 certification, recognising its approach to responsible and sustainable event management. This aligns with the organisation’s guiding values of transmission, responsibility, inclusion, equity, excellence, local anchoring, integrity and transparency.

The event benefited from diplomatic and institutional participation, reflecting the growing recognition of cultural and creative industries as strategic sectors in Africa’s development. According to ORUN, Heirs of Greatness Day forms part of a longer-term roadmap for 2025–2030 focused on structuring cultural sectors, strengthening skills among designers and artisans, creating employment, developing local value chains and promoting African creativity internationally.

This inaugural edition is positioned as the starting point of a sustained programme intended to embed culture more firmly within Africa’s economic and social development framework.