The Special Aide to the Chief of Staff, Benjamin Essuman, has called on Ghana’s ambassadors to Southern Africa, particularly those in Zambia to capitalise on the current trend and intensify the promotion of Ghana’s traditional garments.

Contributing to the viral debate via his social media platforms, Essuman noted that Ghana has a unique opportunity to penetrate Southern African markets with its distinctive clothing designs.

He urged the ambassadors to use the moment to promote iconic Ghanaian brands such as kente, fugu, and batakari.

“Obviously, we can conclude from today’s feedback that our Ghanaian Ambassadors to Zambia and other parts of the SADC region must embark on a campaign to promote our fugu, kente cloth, and batakari. Ghana stands ready to assist our Zambian brothers and sisters to emancipate their minds from seeing our impressive and elegant African prints as unworthy of presidential approval and international acceptance,” parts of his post read.

Benjamin Essuman also provided historical context for the wearing of fugu among Ghana’s leaders, detailing the symbolism of Kwame Nkrumah and key architects of Ghana’s independence draping themselves in fugu during the declaration of independence.

He also highlighted how the late President Jerry John Rawlings championed the wearing of fugu and made it a popular brand within Ghanaian and African communities.

“In fact, at the dawn of the declaration of our independence, the great Osagyefo Dr. Kwame Nkrumah, together with his Cabinet, wore fugu. Fast-forward to the 90s, our former President Jerry John Rawlings became a champion of fugu and wore it the world over, even to the UN General Assembly on a number of occasions,” he said.

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Benjamin Essuman then explained how President John Dramani Mahama has carried on this rich tradition and is currently serving as a model for indigenous Ghanaian attire by consistently wearing outfits that shed positive light on Ghana’s rich culture.

Addressing the Zambians, he said, “We can understand your amazement at the outfit of the Ghanaian President when he touched down in Lusaka today. He was different. We appreciate that. Walking side by side with your President, who was in a suit and tie, made it more obvious to you that the Ghanaian leader’s outfit was odd. That was a culture shock born out of ignorance of the fashion taste we have here in Ghana.

“What you saw our President proudly wearing, amidst those majestic steps, is called fugu, and as a proud black people, we in Ghana have been showcasing it to the world since independence."

“As recently as September 2025, His Excellency President John Mahama again went to the UN General Assembly to deliver a widely celebrated speech on Pan-Africanism, wearing a beautiful fugu. Perhaps your TV stations did not broadcast that well-acclaimed speech on Africa’s transformation and the need for reparations to you.”

SA