The more important question is how Nigeria can translate that influence into increased tourism, stronger cultural diplomacy, and sustainable economic growth. Lagos, the undisputed centre of Nigeria’s entertainment industry, has increasingly emerged as a destination for cultural tourism. Imagine tourism campaigns built around immersive cultural experiences rather than conventional sightseeing. While Afrobeats is rooted in the country’s commercial capital, Nigerian culture spans every region. Countries such as South Korea have successfully leveraged popular culture to boost international tourism through the global rise of K-pop and Korean cinema.