European Union (EU) Head of Cooperation Eva-Maria Engdahl has described the recently ended Bushfire Festival showcasing as a turning point for participating entrepreneurs.
This follows a collaboration between the European Union (EU) and International Trade Centre (ITC), which has delivered tangible results for local creative entrepreneurs following a successful showcase at the 2025 MTN Bushfire Festival under the Future Icons Programme.
The initiative, officially titled ‘Eswatini: Promoting growth through competitive alliances,’ is funded by the EU and implemented by ITC in partnership with government and House on Fire.
It seeks to strengthen the competitiveness of micro small and medium-sized enterprises (SMEs) in the creative and agro processing sectors.
At the centre of this effort is the Future Icons Programme, which focuses on equipping artisans and cultural entrepreneurs with skills in branding, business management and market access. Through this support, a new generation of local businesses is emerging, grounded in heritage, yet prepared for global markets.
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“MTN Bushfire gave these entrepreneurs a world-class platform. This is where ideas become impact, where local talent steps onto the global stage,” she said.
The collaboration brought together not just funding and technical support but also platforms for visibility.
At Bushfire, several Future Icons participants gained international attention.
Brands such as Inye Tea Brews, Ugaxo Couture, Craft Avenue, Skye M, and Sunkissed all reported market traction and valuable networking opportunities.
Beyond individual business success, the EU-ITC collaboration is also focused on fostering inclusive and sustainable growth.
The ITC’s Alliances for Action model, under which this programme falls, promotes ethical trade, environmental consciousness, and cultural preservation through entrepreneurship.
Through close work with smallholder farmers, artisans, and agro-processors, the partnership has created market pathways for Eswatini’s unique offerings: from handmade accessories and herbal teas to natural cosmetics and locally processed foods.
The broader vision is to reduce poverty and increase job creation, while ensuring that Eswatini’s cultural industries retain their authenticity as they scale.
The 2025 Future Icons cohort demonstrated that when equipped with the right tools and platforms, Eswatini’s creative entrepreneurs can match international standards. The EU and ITC partnership has not only empowered local businesses but also positioned the country’s creative sector as a promising contributor to national development.
