“Swish Fusion Summit to Address Barriers in Western and Indigenous Collaboration” – Host Theophilus Akhimie
In an exclusive interview, Theophilus Akhimie, host of Swish Fusion Talks and the Swish Fusion: Media + Tech Summit, shared insights on this year’s Swish Fusion Talks theme: “Dismantling the Barriers and Hubris Hindering Western and Indigenous Collaboration.” Akhimie highlighted the persistent challenges in bridging gaps between Western and African markets, including cultural misunderstandings and economic disparities.
Interviewer: Today, we are joined by Theophilus Akhimie, host of Swish Fusion Talks and the Swish Fusion: Media + Tech Summit. Theophilus, thank you for being here.
To begin, can you share your thoughts on why Swish Fusion Talks chose this year’s theme, “Dismantling the Barriers and Hubris Hindering Western and Indigenous Collaboration”?
Theophilus Akhimie:
Thank you. This theme was chosen to address a critical issue – despite the growing interconnectedness of the global economy, we see that barriers still exist between Western and Indigenous markets, particularly in Africa. These barriers are not just logistical; they include cultural misunderstandings, economic disparity, and, in many cases, hubris on both sides. By focusing on this theme, we aim to facilitate deeper conversations and solutions, highlighting how media and technology can serve as bridges to overcome these challenges.

Interviewer: That’s insightful. How would you describe the current state of collaboration between Western and Indigenous markets in Africa?
Theophilus Akhimie:
The collaboration has potential, but it remains underdeveloped. According to a 2023 report by McKinsey, Western firms only account for 10% of investments in sub-Saharan Africa’s tech industry, despite the continent’s significant growth. The challenge lies in the lack of trust, infrastructure, and awareness of how valuable these partnerships can be. Yet, when we look at successful collaborations – such as Facebook’s internet expansion in Africa – there’s proof that the potential is huge. This is where Swish Fusion aims to make a difference by opening more doors for dialogue and engagement.
Interviewer: You mentioned cultural misunderstandings as one of the barriers. Can you elaborate?
Theophilus Akhimie:
Absolutely. One of the core issues is that many Western organisations approach Africa with preconceived notions that can undermine collaboration. They often view Indigenous partners as junior collaborators instead of equals. On the other side, some Indigenous companies may perceive Western corporations as predatory or dismissive of local knowledge. Bridging these gaps requires more than just business deals; it requires empathy and shared value systems. A 2022 study by the World Economic Forum showed that cross-cultural understanding significantly boosts the success rate of international collaborations by 35%.

Interview: Your platform emphasises the critical role of technology and media in the success of businesses in this new business climate. Could you elaborate on that?
Theophilus Akhimie:
Technology and media are critical in levelling the playing field. Look at platforms like Jumia and Konga – both have become success stories by tactically utilising digital media and soft tech resources in their e-commerce platforms to popularise and pioneer online shopping in the local markets. These tools are not just facilitators but multipliers for creating value. The more platforms explore the integration of media and technology in Africa to design and create new, efficient systems that improve conventional commerce, the greater we believe its chances of success become. This will make its market more lucrative and attractive, enticing willing collaborators from around the globe.
Interviewer: How can businesses overcome the hubris that often hinders collaboration?
Theophilus Akhimie:
The first step is self-awareness. Western companies, in particular, need to recognize that Africa is not a monolithic market. With 54 countries and over 1.2 billion people, the continent offers diverse opportunities. It’s important to approach partnerships with humility and a learning mindset. A 2020 Deloitte report shows that companies that embraced this ethos saw 15% better outcomes in cross-border ventures. On the Indigenous side, there must also be a willingness to engage openly and transparently.

Interviewer: Can you share some examples of where cross-cultural collaborations have succeeded?
Theophilus Akhimie:
Certainly. Take the partnership between Nigeria’s Flutterwave and the U.S.-based PayPal. This collaboration opened the global economy to African merchants, especially SMEs, by allowing them to accept payments globally. It’s a powerful example of how collaboration can dismantle barriers and create global opportunities. Today, Flutterwave is valued at over $3 billion, illustrating the massive impact of effective cross-border collaboration.
Interviewer: What are the expectations for the upcoming Swish Fusion events?
Theophilus Akhimie:
We expect these events to be a tipping point. Swish Fusion Talks will set the stage with over 100 attendees from both Indigenous and international markets. Then, at the Media + Tech Summit in June, we’ll gather more than 1,500 experts to discuss the tangible outcomes of these collaborations. We are excited to bring voices like Olalekan Akinyele, Yinka David Kaiyewu, Esther Ubeng, Peter Kajovo, Joe Hanson, and John Ehiguese into the conversation. These leaders bring deep insights into the convergence of media, technology, and business in Africa.

Interviewer: How will attendees benefit from these events?
Theophilus Akhimie:
Attendees will gain access to cutting-edge ideas and actionable strategies to foster collaboration. According to an Accenture report from last year, companies that invest in networking opportunities at events see a 25% increase in partnerships. So, for those who are serious about expanding their reach into Africa or from Africa to the world, these events are the place to be.
Interviewer: Given the current economic climate, why is it important to focus on collaboration now?
Theophilus Akhimie:
It’s more important than ever. The global economy is undergoing shifts, and Africa is poised to be a critical player. The AfCFTA (African Continental Free Trade Area), for instance, is expected to boost intra-African trade by 52% by 2025. The world needs to engage more deeply with Africa to drive shared prosperity. Collaboration now will set the foundation for long-term success.
Interviewer: Finally, what message would you like to leave with those considering attending?
Theophilus Akhimie:
This is the time to act. Whether you’re an Indigenous business looking to expand globally or a Western company seeking to tap into Africa’s immense potential, these events offer invaluable insights and partnerships. The opportunities are boundless, and Swish Fusion is where those opportunities begin.