The Made in Eswatini Consumer Fair is now an official annual event, following the resounding success of its inaugural edition held on April 25, 2025, along Dr Sishayi Road in Mbabane.
This announcement was made by the Minister of Commerce, Industry and Trade, Manqoba Khumalo, during a report presentation ceremony by A Peculiar People held at the Mbabane Municipal Council Chambers on Monday, 5 May 2025.
Reflecting on the inaugural Fair held on 25 April 2025, the Minister declared it “a remarkable success,” praising both its execution and the strong alignment with His Majesty King Mswati III’s national call of Nkwe – a rallying call for bold national progress.
“This event marks a significant milestone in our collective efforts to uplift local enterprise and celebrate Swazi innovation,” said Minister Khumalo. “We must not allow this to be a once-off. I therefore propose that the Made in Eswatini Consumer Fair becomes an annual event.”
The proposal was well received and has since been confirmed through a new partnership agreement between A Peculiar People – the fair’s creators – and the Mbabane Municipal Council.
“We are thrilled to share that A Peculiar People has successfully concluded negotiations with the Mbabane Municipal Council to institutionalize the Made in Eswatini Consumer Fair as an annual flagship event, officially set to take place in the City of Mbabane on the 25th of April each year,” Melusi Zox Dlamini, Chairperson of the Made in Eswatini Consumer Fair, said.
The Fair attracted an estimated 1,200 consumers and featured 141 local Micro, Small, and Medium Enterprises (MSMEs), 90% of which were women-led and 70% youth-led. The event featured an impressive array of locally produced goods – from fashion, crafts, and food to home essentials, beverages, and beauty products – all showcased under a “local superstore” concept designed to drive consumer interest in Eswatini-made products.
Feedback from vendors revealed numerous success stories, with 57 product lines selling out completely and many participants generating business leads for future partnerships. In addition to stimulating economic activity, the Fair also created three permanent and 57 casual jobs, while achieving 940,000 social media impressions and a publicity value of E450,000.
The event’s entertainment programme was equally Swati-centric, featuring six hours of live music with four DJs, 16 session musicians, and four of the nation’s top music artists performing throughout the day.
The celebration of local culture extended beyond commerce, making it both a business and cultural landmark event.
There are also plans to expand the fair’s presence through a franchising model, enabling other towns to host their own mini-fairs while maintaining brand consistency and quality through provided guidelines and branding assets.
To reinforce the collaboration with development institutions, A Peculiar People has pledged E10,000 towards the most outstanding handicraft business at SEDCO’s Entrepreneur of the Year Awards. These funds will support the winning artisan with access to digital marketing, technology, and expanded market reach.