The “London to Accra” campaign is positioning the creative sector as an engine for bilateral trade and investment. This focus carried into the evening’s Diaspora New Year Networking Mixer at the British High Commissioner’s Residence.
Far more than a celebratory gathering, the event assembled approximately 600 entrepreneurs, creatives, and corporate leaders, transforming into a platform for forging partnerships.
Showcases from designers like Sarah Boadu (fashion designer), performances by stars including Sarkodie (Ghanaian and global Afrobeats star) and Camidoh (Afropop, R&B and Afrobeats singer), and interactive brand experiences like Aphro Spirit’s cocktail workshop were presented not merely as entertainment, but as demonstrations of viable, export-ready intellectual property and commercial talent.
This networking event formed the second act of a targeted business agenda. Earlier the same day, the campaign’s London to Accra Economic Growth Summit convened over 100 leaders at the Bank of Ghana to explore trade and investment opportunities, framing creativity as a serious economic sector.
The evening’s program was curated to highlight scalable ventures. Exhibitions like A Tale of Two Cities by My Runway Group and the Archive Africa film series presented content with commercial potential, while the fashion exhibit and musical performances stressed the global marketability of Ghanaian and diaspora-led artistry.
H.E. Dr Christian Rogg, British High Commissioner to Ghana, and Hon. Yussif Issaka Jajah, Deputy Minister for Tourism, Culture and Creative Arts, delivered remarks, emphasising the role of creativity as a connector between nations.
“From Afrobeats and hiplife to fashion and film, culture and creativity remain one of our strongest bridges. The British Ghanaian community is championing the redefinition of cultural identity across both cities. A real example is Sarkodie’s annual Rapperholic concert debuting at the Royal Albert Hall in London in March 2026; a landmark moment for Ghanaian music on the global stage. This collaboration exemplifies the power of cultural exchange and diaspora creativity in shaping international narratives” said H.E. Dr Christian Rogg.
“Creativity is the heartbeat of cultural and economic exchange, and the British-Ghanaian diaspora has been at the forefront of strengthening this connection between the UK and Ghana. Through the London to Accra initiative, we are not only celebrating the brilliance of British-Ghanaian talent but also unlocking opportunities for collaboration that drive sustainable growth. This is more than a mixer, it’s a movement to amplify voices, ideas, and innovation across borders,” said Pamela Bassah, Head of Strategic Partnerships and Diaspora Relations
The London to Accra campaign is an initiative by the British High Commission in Accra to strengthen social, cultural, and economic connections between the UK and Ghana. It was soft-launched in January 2025 and officially launched by the Mayor of London, Sir Sadiq Khan, in July 2025. The campaign highlights the diaspora as a bridge between London and Accra, fostering collaboration across culture, creativity, innovation, and business.
