Within the heart of Osun State in southwestern Nigeria, the drums are being beaten, the women are singing, and the men are gathering in numbers as the people of Ijesaland — from the North and South of the country, and the Diaspora — trip into Ilesa, the cultural stronghold, and the historical capital of Ijesaland to witness the magnificent display of royal splendour and the euphoria that herald the installation and the coronation of a new king, a fresh face and good looking Oba Clement Adesuyi Haastrup, Ajimoko III as the Owa Obokun of Ijesaland.
Rich in oral history, festivals, and spiritual customs, Ijesaland stands as a vibrant example of Yoruba excellence. The people are renowned for their deep respect for education, eloquence in language, and unwavering pride in their heritage. Whether it’s in their meticulously preserved traditional rites or their globally recognised contributions to law, politics, and academia, the Ijesas continue to shape Nigeria’s cultural and intellectual narrative.
The Ijesa are widely recognised for their entrepreneurial spirit and academic excellence. They are known as a unique set of people that embody the values of hard work, education ingenuity, good leadership, discipline, and tenacity.
Ijesaland has produced numerous icons in politics, Law, academia, and business. The roll call of honour of distinguished and esteemed Ijesa include the late Chief Bola Ige, the former Federal Attorney General of Nigeria and Governor of Old Oyo State; Justice Kayode Eso, respected jurist and former Supreme Court Justice; Joseph Odeleye Fadahunsi, founded the Ijesa United Transport Company; Lawrence Omole, an entrepreneur, known for his mark in the cocoa trade and transportation industry; Prof. Isaac Adewole, a former Minister of Health and ex-Vice-Chancellor of the University of Ibadan; and Dr. Yemi Farounbi, a broadcaster and diplomat; among other several ijesa sons and daughters who are giants and captains across commerce, enterprise and top-notch professional positions and the social-political landscape.
Gen Zs, Owa Obokun and the linkages to Ijesa’s future
While the pomp and pageantry associated with the installation of Oba Haastrup continue to gather momentum, the opportunity also affords to establish and connect the old and passing generation with the new and emerging one. From historical perspectives, the generation that have recollection of what the installation of Owa Obokun signifies would be the Baby Boomers (1946-1964) and the Gen X (1965-1980) to an extent, being, that the last coronation, which was for Oba Adekunle Aromolaran, took place more than 40 years ago. For the Millennials (1981-1996) and the Gen Z (1997 -2012), the installation of Oba Haastrup is something to relate with, as a fresh face of royalty that exudes confidence and hope.
The new Owa Obokun is indeed a handsome man! His clean, fresh and light skin face, as seen from his official coronation pictures, reflects a glow of simple opulence, confident calmness and a welcoming look that gives an appearance that the youth and emerging generation would want to identify with.
Indeed, the new Owa of Ijesaland, with his age, experience and background represents, the face of the future of Ijesaland; a king who the Generation X, the Millennials and the Gen Z would have to relate with over the next couple of years as God grants him grace of many years on the throne.
Across Nigeria and beyond, the Millennials and the Gen Z of Ijesa origin need to be more engaged and involved in understanding and appreciating the cultural values of our heritage as Ijesa, and the good-looking King, his Imperial Majesty, Oba Clement Adesuyi Haastrup, Ajimoko III, holds the ace in engaging Ijesa youths to ensure that they do not loose the essence of the future of their nativity, as proud sons and daughters of Ijesaland.
Oba Clement Haastrup, as the paramount ruler of Ijesaland, represent an icon of royalty; a fresh face of delight and a symbol that the youth can identify with. His calm, matured and endearing looks gives one the feeling of confidence that he would be a listening ruler, a caring father, a wise ruler and a confident king whose heart is large and open to carry the old; men and women; the young and next generation progeny of the Ijesa to the promise land of greater development, connected, harmonious and prosperous Ijesa land.
In a world shaped by fast-paced technology and instant communication, there is need to ensure that the activities connected with the Owa throne is not limited to physical ceremonies in Ilesa alone, but to ensure that the throne operates at a global scale cross cutting commitments to Ijesa across Nigeria and the diaspora in terms of youth empowerment, heritage education, and community development initiatives using engagement and information dissemination challenges available via social media platforms.
The reality is that the traditional throne is no longer confined to the palace walls. For a monarch like Oba Haastrup, engaging with the younger generation is not just important — it is essential.
Today’s youth, born into the digital age, connect and relate through screens, stories, and streams, handy and right there within reach via an internet powered digital devices; the smartphone, i-phones, laptops, tablets, Smartwatches, etc. For the youths, relating and communicating online isn’t just a about belonging, it’s a lifestyle. Digital tools aren’t just accessories or play things for youths; they are extension for the formulation and expression of their thought, creativity, learning, and identity.
Hence, if the throne must remain a living institution and have relevance for posterity of the next generation of Ijesas, then its voice must travel where the youth already live: the social media.
To reach Gen Z and millennial audiences, the Owa can make powerful use of platforms like Instagram, re-telling the story of Ijesaland in a format the youth instantly understand; on X (formerly Twitter), speaking directly and boldly; on YouTube, featuring royalty in video story telling and documentaries, (especially connecting with the Ijesa in the Diaspora longing to reconnect with their roots); and on creating relevance via Facebook posts, groups and pages, as a valuable tool for community announcements, broadcast of live events, —ensuring that tradition is not just maintained, but widely seen and shared.
As a fresh face and a royal Icon for the youths of Ijesaland, platforms like TikTok remain viable to show clips showcasing traditional dances, native attire, folklore, or everyday life of te Ijesa nativity that can spark viral interest, while LinkedIn provides a unique space for the Owa to engage with professionals, scholars, and policy-makers, spotlighting initiatives in education, agribusiness, and innovation — rallying partnerships to benefit Ijesaland’s future.
To bring all of this to life, the palace would benefit from assembling a small but dynamic media team—made up of a crop of young and innovative creative minds, mixed with a blend of experienced older folks who understand both the royal protocols and the language of the internet, and who, working together, can shape a communication strategy that reflects the dignity of the throne and the vibrancy of its people; for Ijesa people, at home, across Nigeria and the diaspora.
In doing so, Oba Haastrup, as a fresh face, will not only reign in the physical world, but also in the digital consciousness of a new generation, who are the future of the Ijesaland heritage.
A fresh face indeed
The new Owa Obokun of Ijesaland stands as a distinguished figure—royalty wrapped in quiet elegance and purposeful leadership. Born on 19 September 1948 into the revered Ajimoko royal family of Ijesaland, his early path was marked by academic excellence. He attended Eko Boys’ High School in Lagos between 1963 and 1967, later advancing to the Federal School of Science, before journeying abroad to earn a Bachelor of Pharmacy degree from the prestigious Howard University in Washington, D.C.
Guided by both providence and personal drive, Oba Haastrup transitioned into politics and, in a defining moment in 1990, was elected Deputy Governor of Osun State, serving with distinction under the leadership of the late Governor Isiaka Adeleke. His tenure was marked by commitment to governance and public service during a pivotal era in the State’s history.
Following his time in public office, Oba Haastrup turned his focus to the private sector, where his visionary instincts flourished. In 2002, he founded ENL Consortium Limited, a company that has since evolved into a dynamic conglomerate with investments spanning power generation, port operations, real estate development, hospitality, and infrastructure construction. His leadership has steered the company to prominence in the Nigerian business community.
A fresh face for the moment and for a movement
Oba Haastrup as a fresh face is not only for the moment—but also for the future; the movement for to integrate Ijesa sons and daughters into the development agenda. He represents the linkage between two generations; holding unto the ancient traditions, and yet positioned to ignite the light of the future for inclusion and cultural relevance that the Milllienals and Gen Z can identify with.
Here’s to a glorious, peaceful, harmonious and prosperous reign of his Imperial Majesty, Owa Obokun; the fresh face, good looking and modern monarch to be admired and adored. Kabiyesi oooo.
Falobi, ANIPR, FIMC, is a Certified Management Consultant; NGO Intraprenuer, biographer, freelance journalist and communications strategist. He is an Ijesa son, and the Project Manager with the International Press Centre, Lagos.
