Member of Parliament for Oforikrom, Michael Aidoo, has called for stronger branding and marketing of Ghana’s traditional wear, arguing that the country does not need legislation to promote the fugu and other local fabrics.
Speaking on Channel One TV’s The Big Issue on Saturday, February 7, the MP said Ghana’s cultural outfits can gain stronger local and international appeal if producers are supported to package and market them properly.
“I do not think we need to legislate to get there. We need to increase the marketing of our traditional outfit especially those who produce them. The generation we are in now, they like nice things so if you brand it well, it will get the market.”
To support his point, Mr. Aidoo referenced the recent visit of popular streamer IShowSpeed to Ghana, where he toured the Hamamat Shea Butter Museum.
“IShowSpeed came to Ghana, went to Hamamat’s Shea Butter Museum and look at the kind of branding and attraction it gained. In the same vein, our smock, our kente and other African prints need proper branding,” he said,” he noted.
Mr. Aidoo further suggested that Ghana should push the export of the fugu to Western markets, especially during winter, noting that the weight and nature of the attire make it suitable for colder climates.
This follows heightened public attention on the Ghanaian fugu, following a recent online exchange between Ghanaians and Zambians over the attire after President John Dramani Mahama was seen wearing it during his visit to Zambia.
Some social media users in Zambia reacted by jokingly calling the fugu a “blouse”, remarks many Ghanaians considered dismissive and culturally insensitive.
The traditional smock, widely associated with northern Ghana and commonly worn for ceremonial and cultural events, quickly became the centre of online debate, with many Ghanaians defending its cultural value and significance.
The conversation later evolved beyond cultural pride into a wider discussion about African identity, fashion, and the growing popularity of the garment across borders. Influencers and commentators launched campaigns like “Fugu Friday” to celebrate and promote the attire.
Zambian President Hakainde Hichilema later responded with humour, saying he was happy with the cultural moment and planned to order more fugu for himself.
