By Bahle Gama
Every year, Eswatini comes alive with the vibrant and deeply rooted tradition of the Buganu Ceremony, a cultural event celebrating the harvesting of the first fruit.
This annual gathering not only reflects the nation’s rich heritage but also provides an economic and social opportunity for businesses and entrepreneurs to showcase their products and services.
The first session of the 2025 Buganu Ceremony, which was held at Buhleni Royal Residence on Saturday, February 22, 2025, was a spectacle of colour, dance, and commerce.
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Private companies, state-owned entities, and small businesses took advantage of the event’s large turnout by setting up gazebos along the edges of the dancing arena, turning the ceremony into a cultural fairground bustling with activity.
Amongst these were Eswatini Mobile, Royal Science and Technology Park, Amandla Financial Services, Khulisa Umntfwana, Standard Bank, Eswatini Bank, MTN Eswatini and SEDCO amongst others.
Speaking to various exhibitors at the event, it was evident that the ceremony plays a vital role in boosting businesses, especially those that do not often get mainstream visibility.
“As we all know, not many people in Buhleni are aware of some of our products and services.
This ceremony provides an excellent platform for us to introduce ourselves to a wider audience,” said an enthusiastic representative from Insika Ya Kusasa, a business specialising in preventing new HIV infections and reducing vulnerability among OVC, adolescent girls and young women in Eswatini.
Other entrepreneurs echoed similar sentiments, emphasizing how the event not only increases their visibility but also allows them to network and collaborate with fellow business owners.
“Besides promoting our services, we get to interact with other businesspeople and share ideas on how we can grow together. It’s a learning experience as well as a marketing opportunity,” noted Mandla Dlamini, a local craftsman who showcased traditional handmade accessories at the ceremony.
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Beyond commerce, the Buganu Ceremony remains a cornerstone of Eswatini’s cultural calendar.
Thousands of emaSwati, including women dressed in their traditional regalia, participate in singing, dancing, and the symbolic tasting of the marula brew by Their Majesties.
The celebration fosters unity and cultural pride, reinforcing the importance of traditional practices in a rapidly modernizing society.
Over the years, the Ministry of Tourism and Environmental Affairs, which always has a presence at the event, emphasizes the ceremony’s contribution to cultural tourism.
“This is an event that attracts both locals and international visitors, and we continue to see a positive impact on our tourism sector. The Buganu Ceremony is not just a celebration of our heritage but also an economic driver for the country.”
As the celebrations continue in the country, businesses, cultural enthusiasts, and spectators alike look forward to the next session of the Buganu Ceremony, which will be held at Hlane Royal Residence in March.
With its unique blend of tradition and commerce, the event continues to be an integral part of Eswatini’s social and economic landscape.