ORUN and the Rise of Cultural Sovereignty: Inside Heirs of Greatness in Casablanca

Casablanca has always existed in between—between continents, between eras, between inherited memory and modern ambition. It is precisely this tension that made the city a fitting stage for Heirs of Greatness, the inaugural cultural activation by ORUN, a subsidiary of the African Currency Network. More than an event, the gathering unfolded as a manifesto: one that positions Africa’s cultural and creative industries not as peripheral expressions, but as sovereign systems capable of shaping economic futures and global narratives.

At a moment when the continent commands unprecedented international attention, ORUN’s initiative proposed a reframing of African creation—away from spectacle and toward structure; away from extraction and toward authorship. Heirs of Greatness emerged not as a celebration alone, but as a strategic platform grounded in continuity, responsibility, and long-term value.

Casablanca as a Cultural Axis

The choice of Casablanca was deliberate. Long regarded as a gateway between Africa, Europe, and the wider world, the city embodies circulation—of ideas, materials, and people. In hosting Heirs of Greatness, ORUN affirmed Casablanca’s role as a continental crossroads where creation is not merely preserved, but projected outward with intention.

The setting underscored a central thesis: African culture does not exist in isolation. It is dynamic, globally fluent, and capable of asserting itself on its own terms—without dilution, without apology.

From Event to Framework

Unlike traditional cultural showcases, Heirs of Greatness was conceived as a structuring activation—a foundational moment within a much larger vision. ORUN’s ambition extends beyond visibility toward system-building: positioning cultural and creative industries (CCIs) as engines of sustainable development, skilled employment, and soft power.

This approach reflects a growing understanding across the continent: that culture, when properly structured, becomes infrastructure. It shapes economies, influences diplomacy, and sustains identity across generations.

The Sovereign Code: A Methodology for Longevity

At the core of ORUN’s philosophy is The Sovereign Code, a methodology designed to transform African cultural heritage into enduring value systems. Structured around three pillars—Memory, Structure, and Transmission—the framework offers a way to reconcile ancestral knowledge with contemporary demands.

• Memory acknowledges heritage as a living resource rather than a static archive.

• Structure introduces standards, governance, and systems that allow creativity to scale responsibly.

• Transmission ensures continuity, safeguarding knowledge while enabling evolution.

Together, these pillars articulate a model that prioritizes longevity over immediacy—a rare proposition in an era of rapid cultural consumption.

The Seven Houses of Art

Heirs of Greatness gave tangible form to The Sovereign Code through the unveiling of the Seven Houses of Art: Weaving, Foundry, Crochet, Tannery, Dyeing, Ceramics, and Tailoring. Each House functioned as both symbol and laboratory—spaces where master artisans, designers, and collaborators converged to explore the dialogue between inherited techniques and contemporary standards of quality, responsibility, and innovation.

Rather than isolating tradition, the Houses positioned craftsmanship within a modern ecosystem—one capable of engaging international markets while remaining deeply anchored in local territories. The result was a compelling demonstration of how African know-how can evolve without losing its integrity.

Contemporary Voices, Rooted Visions

The works and reflections presented throughout the day reinforced a singular idea: African creation is plural, rigorous, and globally conversant. Creators including Roméo Moukagny, Kader Diaby, Anil Padia, Jennifer Mulli, Henri Philippe Maidou, Sonia Ahmimou, and Lucette Holland embodied practices that resist easy categorization—deeply rooted in place yet oriented toward the international stage.

Their approaches reflected a shared commitment to excellence and authorship. In their hands, materials became narratives; processes became statements of sovereignty.

An Experience, Not a Program

Curated as an immersive journey rather than a linear schedule, Heirs of Greatness unfolded through a series of narrative moments—editorial exchanges, artistic installations, institutional reflections, and symbolic gestures. The experience invited participants to move through ideas as much as spaces, blurring the boundaries between discourse and creation.

The evening gathering further emphasized the event’s multidimensional character. The presence of Her Majesty Queen Temitope Morenike Enitan-Ogunwusi, Queen of the Yoruba People in Nigeria; Olivia Yacé, Miss World Africa and Miss Universe nominee; and celebrated artist Singuila illustrated the fluid intersections between heritage, contemporary influence, and global visibility.

Their participation was not ornamental. It reflected a broader dialogue between cultural authority and modern platforms of influence—an essential dynamic in redefining African soft power.

Sustainability as Structure

In keeping with its emphasis on durability, ORUN anchored Heirs of Greatness within a rigorous sustainability framework. The initiative coincided with ORUN’s ISO 20121 certification, signaling alignment with international standards for responsible and sustainable event management.

This commitment extends beyond environmental considerations. It encompasses ethics, governance, and transparency—principles embedded within ORUN’s core values: Transmission, Responsibility, Inclusion and Equity, Excellence and Rigor, Local Anchoring and Lasting Impact, Integrity and Transparency.

In this sense, sustainability is not an add-on, but a structural choice—integral to the platform’s credibility and long-term relevance.

Institutional Recognition and Cultural Legitimacy

The presence of diplomatic, institutional, and international stakeholders reinforced a growing consensus: cultural and creative industries are no longer ancillary to Africa’s development trajectories. They are strategic sectors—capable of generating economic value while shaping narratives of self-representation.

Heirs of Greatness operated at this intersection, offering a model in which cultural legitimacy and institutional recognition reinforce one another.

Toward a Continental Trajectory

ORUN situates Heirs of Greatness within a longer horizon—one extending toward the end of the decade and beyond. The roadmap includes structuring cultural sectors, strengthening artisan and designer capacities, developing local value chains, and positioning African talent within global ecosystems.

This is not acceleration for its own sake, but intentional growth—designed to build systems that endure.

The Beginning of a Movement

If Heirs of Greatness marked anything, it was a beginning rather than a conclusion. A starting point for a movement that seeks to redefine how African culture is valued, produced, and transmitted.

In Casablanca, ORUN articulated a vision of cultural sovereignty that is neither nostalgic nor defensive. It is forward-looking, structured, and confident—built not to follow trends, but to outlast time.