Mbabane – The announcement that the Jumbo Festival has officially rebranded to the Eswatini Lifestyle Awards sparked a wave of discussion on social media.
While some expressed that it will take time to adjust to the new name, many hailed the move as a bold step, signalling that the festival brand has matured and is ready for a new chapter.
Speaking about the rebranding, festival organiser, Jumbo Khumalo said that although the change could have sparked a discussion, he considers it growth.
“Growth and change are painful but imperative. I do not want to wake up one day and find that I am trending, only to see the brand affected by cancel culture because it is associated solely with me. If the brand is independent from me, it will be able to grow on its own,” he said.
The Eswatini Lifestyle Awards are scheduled to take place on November 29, 2025, promising to celebrate the country’s lifestyle, culture, and achievements under this refreshed brand identity.
While some fans are taking time to warm up to the change, industry observers believe the rebrand could position the awards as a more inclusive and enduring cultural event, reflecting Eswatini’s growing creative and lifestyle sectors.
Discussion about this post