In a media landscape where perception shapes policy and storytelling strengthens national pride, Sandra Njoku-Samuel is emerging as one of Nigeria’s most influential cultural voices.

Currently serving as the Media Strategist to the Honourable Minister on Media & Communications at the Federal Ministry of Art, Culture, Tourism, and the Creative Economy, Sandra is using the power of media to reposition Nigeria’s cultural assets and global tourism presence.

More than a strategist, Sandra is a cultural bridge-builder—turning festivals into international narratives, meetings into diplomatic milestones, and social media into a real-time tool for national rebranding.

From Event Usher to National Media Strategist

Sandra’s rise to prominence is a powerful example of grit, grace, and growth. Her early days as an event usher and brand ambassador for major names like MTN and Red Label sharpened her professional poise. Later, her stint on the runway with DCC trained her in visual aesthetics—skills that would prove vital in her creative journey.

She took her first professional steps as a clerk at Alston Company in Port Harcourt, before climbing the ladder to serve as Executive Assistant to three Honourable Ministers and three Directors-General in the culture and tourism space. These experiences shaped her understanding of public service, protocol, and communication strategy.

Pageantry also played a pivotal role. Competing in the Miss ECOWAS and Calabar Carnival Queen contests gave her a platform to discover her voice and advocate for cultural unity.

A Strategic Voice in the Ministry of Culture and Tourism

In her current position, Sandra supports high-profile engagements, cultural diplomacy missions, and official press briefings. Her work goes beyond writing releases—she crafts narratives that resonate with both local and international audiences.

“She doesn’t just write for headlines; she writes for heritage,” a colleague at the Ministry remarked.

Sandra is a behind-the-scenes powerhouse, coordinating storytelling campaigns, media outreach, and real-time coverage of the Ministry’s programmes across social platforms. With over 46,000 followers across Instagram, Facebook, and YouTube, her influence extends far beyond traditional media.

Building a Multifaceted Empire: Drachibrand

Beyond public service, Sandra channels her creativity into Drachibrand, a multi-arm brand that mirrors her vision for purposeful enterprise:

Drachibrand (Styling & Creative Direction): Known for high-end coordination of campaign shoots, music videos, and celebrity visuals. Sandra has worked with Nollywood stars, politicians, and corporate leaders to produce compelling aesthetics.

Drachifashion: A local fashion brand focused on elegant women’s wear and handcrafted Ankara bags, celebrating Nigerian culture through fabric.

Drachi Fruits Hub: A premium fruit hamper business that promotes health-conscious gifting in homes and corporate settings.

Drachi Foundation: Her social impact initiative targets SDG 2 (Zero Hunger) and SDG 4 (Quality Education) through scholarships, food drives, and youth empowerment.

Rising as a Youth Leader

Sandra was recently appointed Vice President of Jamie Pajoel International (JPI), Canada – Abuja Chapter, a global leadership organization focused on transformational youth engagement and public sector excellence.

She is also a certified Associate Member of the Institute for Tourism Professionals of Nigeria (AMITPN), cementing her place among the nation’s top tourism advocates.

A Leader with Heart and Purpose

Despite her achievements, Sandra remains grounded in humility and service.

“I may not have all the access, but I have grace, grit, and God. That’s my currency,” she says.

“I believe in the dignity of labour—because no work done in truth, purpose, and service is ever wasted.”

Sandra Njoku-Samuel is not just a strategist; she is a symbol of a new generation of visionary Nigerians—leaders who combine faith, creativity, and resilience to tell the country’s story with clarity and pride.

Nigeria has taken a major digital leap with the official launch of www.nigeriaeverywhere.com, a revolutionary platform designed to showcase the country’s vast cultural heritage, creative talent, and diverse tourist attractions to the global community.

Developed by the Federal Ministry of Art, Culture, Tourism and the Creative Economy, the platform is a key part of Nigeria’s long-term vision to establish itself as a leading global hub for arts, culture, and tourism by 2030.

Key Features of the Platform Include:

Interactive Cultural Map: A dynamic, user-friendly map highlighting cultural landmarks, heritage sites, and authentic local experiences across Nigeria.

Explore Nigeria: Insightful coverage of both traditional and modern artistic expressions.

Project Spotlights: Detailed overviews of landmark initiatives by the Ministry.

Share Your Naija: A user-generated content feature that allows Nigerians and foreigners to share photos, videos, and stories about Nigerian culture.

Cultural News Hub: Up-to-date news and events driving Nigeria’s cultural and creative transformation.

D30 Data Platform: Set to launch in late 2025, this platform will power data-driven cultural policy, providing open access to vital statistics and insights for investors and policy-makers.

Speaking at the launch, Hannatu Musa Musawa, Esq, Honourable Minister of Art, Culture, Tourism and the Creative Economy, said:

“Nigeriaeverywhere.com is more than a website. It is a living, breathing expression of our national identity, a global window into the heart of Nigeria.”

“This platform gives our culture, creativity and heritage a digital stage to shine on the world map. It embodies President Bola Ahmed Tinubu’s Renewed Hope Agenda, which places human capital, creativity and national pride at the centre of inclusive growth. For every Nigerian at home or abroad, and for everyone curious about the soul of this nation, NigeriaEverywhere.com is an invitation to rediscover who we are, what we create and what we can become together.”

A Cultural Ambassador and Economic Catalyst

Beyond being a digital showcase, the platform will serve as Nigeria’s official gateway to “Detty December”, the country’s globally recognised end-of-year cultural festival that turns Lagos and other major cities into vibrant cultural and entertainment hubs.

The D30 Data Platform, expected by the end of 2025, will be Africa’s most comprehensive creative economy data source, aimed at driving evidence-based policymaking, transparency, and international investment.

According to the Ministry, the platform positions Nigeria to be “Africa’s premier cultural destination” and supports its Destination 2030 (D30) strategic plan — an initiative designed to transform the country’s art, culture, tourism, and creative industries into vital engines for economic growth and national identity.

Nigeria’s Federal Ministry of Art, Culture, Tourism and the Creative Economy has unveiled a strategic roadmap aimed at transforming the country’s fashion sector into a global powerhouse, during a high-level stakeholder event titled Fashion Focus 2025: Stitching the Gaps, Building Bridges Across Nigeria’s Fashion Value Chain.

The event, hosted in Abuja under the umbrella of President Bola Ahmed Tinubu GCFR’s Renewed Hope Agenda, brought together key government officials, private investors, emerging fashion designers, and development partners to align strategies for scaling Nigeria’s creative economy.

Delivering the keynote address, Honourable Minister Hannatu Musa Musawa, Esq, stressed the urgent need to close infrastructural gaps and empower fashion MSMEs to compete globally.

“Nigeria’s fashion industry is not just an expression of culture, it is a catalyst for inclusive growth, innovation, and our national identity on the world stage,” she declared.

Also present, the Minister of Women Affairs, Imaan Sulaiman-Ibrahim, highlighted the pivotal role of women in the fashion ecosystem and called for gender-inclusive policies that promote equality and creativity.

“Women are not only custodians of our traditions, they are entrepreneurs, innovators, and the backbone of this sector. We must ensure inclusive policies that allow them to thrive and benefit equitably,” she said.

The Minister of Youth Development, Olawande Emmanuel Ayodele, echoed the call for youth empowerment and emphasised skills development and investment readiness as cornerstones of Nigeria’s cultural future.

“Empowering youth in the fashion value chain is key to building the future of work, the future of culture, and the future of Nigeria’s global narrative,” he noted.

Mr. Faiz Imam, Chief Adviser to the Honourable Minister, outlined the Ministry’s long-term vision of using creativity to position Nigeria globally.

“Our vision is to place Nigeria everywhere through creativity. We must align innovation with infrastructure, and elevate our creatives through deliberate partnerships, market access, and global storytelling,” he stated.

Key Highlights and Policy Initiatives

The day’s sessions included panel discussions on:

Local to Global: Unlocking Export Opportunities for Nigerian Fashion Designers

From Threads to Textiles: Securing Nigeria’s Raw Materials Pipeline

Creative Capital: Closing the Skills and Finance Gap in Fashion

Fashion Finance: From Hustles to Scalable Ventures

As a centrepiece, Minister Musawa launched the “Nigeria Everywhere: Creative Collection”, showcasing young Nigerian designers who blend heritage and innovation to redefine African fashion on the global stage.

The event concluded with tangible outcomes, including a fashion export roadmap, policy recommendations for inclusive growth, expanded access to finance, and strengthened links between government and grassroots creatives.

Notable attendees included Ministry directors, delegates from the 68th UN Tourism Regional Commission for Africa Meeting, youth-led enterprises, and private sector partners.

In partnership with Ananse Internet Group, the Ministry also announced the upcoming Ananse Centre for Design in Lagos, which aims to train over 5,000 creatives in fashion, leather, and digital storytelling, with future centres planned across Nigeria.

This initiative, officials say, cements the fashion and design economy as a pillar of economic diversification, cultural diplomacy, and national pride.