By; JACOB ONJEWU DICKSON
At an event defined by investment deals, policy agreements, and international trade diplomacy, one unlikely topic emerged as a game-changer: creative strategy. And at the center of that shift was Tobiloba Adeyemo, the Nigerian-born, South Africa-based brand strategist and founder of Raptview.
At the 2025 China-Africa CEO Dialogue and Nigeria-China Investment Forum, held as part of the larger China-Africa Economic & Trade Expo (CAETE), Adeyemo made a compelling case for why cultural design and brand localization must become core to Africa’s international growth narrative.
“You can’t grow in Africa with spreadsheets alone. If you ignore cultural strategy, you’re not in the market — you’re just present,” said Tobiloba Adeyemo during a breakout session on market integration.
Hosted by the Department of Commerce of Hunan Province, Changsha Municipal Government, and Choice International Group, the Dialogue attracted over 1,000 delegates, including policy experts, business executives, ministers, and brand builders from across 40+ African countries. But it was voices like Tobiloba Adeyemo’s — representing Africa’s rising creative economy — that disrupted expectations and redirected attention toward the role of cultural fluency in international expansion.
As former Marketing Lead for GAC Motor Nigeria, under the leadership of Chief Diana Chen, Adeyemo brought experience, not theory. At Raptview, his agency, he now works across Nigeria, South Africa, China, and the UK, helping brands enter markets with cultural intelligence and localized relevance.
Strategic Contributions
Adeyemo’s core proposition at the summit was the Cultural Readiness Index — a framework that allows international companies to evaluate their emotional, ethical, and visual readiness before expanding into African markets. The index challenges traditional go-to-market models, urging companies to not only localize linguistically but also design their market presence through cultural empathy and behavioral insight.
“Localization isn’t just translation. It’s transformation,” he said.
“You need to ask: do people see themselves in your story?”
Powerful Presence Among Global Delegates
The Dialogue featured prominent speakers such as:
Temi Popoola, Group CEO, Nigerian Exchange Group (NGX)
Iyabode Soji-Okunsanya, Executive Director, Access Bank Plc
Amine Lahmamsi, General Manager, Bank of Africa Shanghai
Peng Shoubo, Deputy General Manager, Bank of Communications Johannesburg
Dr. Wu Zhong, Director General, Finance Center for South-South Cooperation
Yu Chen, Co-founder, YeePay
Jubril Arogundade, Executive Director, LAGRIDE — and Adeyemo’s former manager at GAC Motor
Also present was Chief Diana Chen, Chairperson of Choice International Group, whose mentorship and platform have helped incubate several leaders driving Africa-China brand partnerships today.
During one of the Dialogue’s most symbolic group photos, Tobiloba Adeyemo stood shoulder to shoulder with Chief Diana Chen, Temi Popoola, and other senior delegates — a visual representation of his place within this high-level leadership ecosystem.
Governmental Gravitas
The Nigeria-China Investment Dialogue, held the same day, was hosted by the Embassy of the Federal Republic of Nigeria to China, and co-organized by the China-Africa Business Council with sponsorship from Ganfeng Lithium Group and China Mengniu Dairy Company.
The Nigerian delegation included:
Yusuf Maitama Tuggar – Honourable Minister, Ministry of Foreign Affairs
John Enoh Owan – Minister, Ministry of Industry, Trade & Investment
Joseph O. Tegbe – Director General, Nigeria-China Strategic Partnership
Janet Omoleegho Olisa, Patrick Ebi Jimmy, Charity Ekekaa-Davidson – Senior Diplomats
Dr. Umaru Kwairanga, Umar Namadi, Dikko Umar Radda – Governors and Business Leaders
This environment made Tobiloba Adeyemo’s message even more urgent: that African markets must not be approached with a one-size-fits-all formula, but with creativity, context, and co-creation.
Raptview’s Design-First Approach
At Raptview’s showcase booth in Changsha, Adeyemo and his team presented storytelling prototypes, brand identity frameworks, and market adaptation strategies designed to visually and emotionally reflect African consumers. Several manufacturers and brand stakeholders expressed interest in applying these systems in sectors such as personal care, mobility, smart tech, and agriculture.
“For us, this isn’t a branding exercise. It’s an invitation to see and serve Africa differently,” said Tobiloba Adeyemo.
“The continent doesn’t just need foreign investment — it needs emotional investment.”
Closing Message
The China-Africa CEO Dialogue proved that creative strategy is no longer optional — it’s the new key to market fit. And as Africa becomes an increasingly central player in global commerce, voices like Tobiloba Adeyemo’s are making it clear:
“Branding isn’t what you say — it’s how well you’ve listened before speaking.”
Tobiloba Adeyemo is the Founder and Chief Creative Strategist at Raptview, a pan-African agency specializing in cultural branding, localized storytelling, and cross-border communication systems. His work spans Nigeria, South Africa, China, Ghana, and the UK, serving clients including GAC Motor Nigeria, GREE, and LONTOR under Choice International Group. He is a certified cybersecurity professional (ISC²) and a Google Data Analytics scholar, focused on bridging global brands with Africa’s creative future.
📍 Instagram: @pushingechoes
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