Understanding the Yoruba Culture

By Chioma Eze· 7 Jun 2026(updated 1h ago)· 6 min read· 👁 15 views

I have received many calls and messages asking me to turn these articles into a book. People want it for future generations and for Yoruba descendants living abroad. If you want to know what motivated me to write about the Yoruba people, please read this article to the end. I will share what inspired me to do this research.

Before I talk about today’s topic, let me share a wise saying from our well-known Igbo writer Chinua Achebe. This is for those who wonder why I am writing about this topic. My aim is not to show superiority but to highlight what makes this ethnic group special.

Chinua Achebe writes:

“Until the lions have their own historians, the history of the hunt will always glorify the hunter.”

This saying is well-known and shows that history is often written by the strong or the winners. They write stories that support their power, while the stories of the weak are ignored.

Key points from the Proverb:

The metaphor is clear: the "hunters" are those in power, like colonizers, while the "lions" are the defeated or marginalized. Achebe emphasized that marginalized groups must tell their own stories to show the complete picture.

The story of nations favors the strong until the weak tell their side. History in Africa has often been told by colonial powers who conquered and ruled over the people.

As a Yoruba person, I admit I did not know many facts about my people until I started this journey. Even though I have read several books on Yoruba history, my approach in this series is different. I want to point out the unique traits of this remarkable ethnic group.

The lions must tell their own stories. I believe these articles and the future book will be one of my greatest gifts to the race that gave me life.

Now, back to the main topic of this article.

After discussing the greatness of the Yoruba people, I want to explain how others can smoothly enter Yoruba society. This will also help ordinary Yoruba people who want to access the elite circles.

This is an important question, and it deserves a clear and realistic look.

Yoruba elite networks are structured and based on reputation. You don’t just enter them; you earn your way in through positioning.

I will break this down into three parts:

Key Yoruba power players (by type, not gossip)
Core structures where influence lies
How entry actually works in practice

KEY YORUBA POWER PLAYERS (BY CATEGORY)

Instead of listing names, it is better to understand the power groups.

Political Power Bloc

These are the key players who control:

Access
Appointments
Contracts
Protection

Key figure:

Bola Ahmed Tinubu → central figure in modern Yoruba politics

Other important political figures include:

Current and former governors of South-West states
Senior party strategists in the All Progressives Congress

Reality:

Political access often decides everything else.

Business & Financial Elite

These are the economic power holders.

Typical profiles include:

Industrialists
Banking executives
Major real estate players
Oil and gas operators

Key example:

Aliko Dangote (not Yoruba but very active in the Yoruba economy, calls himself a Lagosian)
Femi Otedola

In Yoruba society, many wealthy people are:

Less visible
Well-connected behind the scenes

Traditional Institutions (Very Important)

Yoruba kingship still holds real influence.

Top example:

Oba Adeyeye Ogunwusi

Also:

Major Obas across Lagos, Oyo, Ogun, Osun, Ekiti, Ondo, Kwara, and Kogi

They influence:

Legitimacy
Cultural endorsement
Dispute resolution
Elite introductions

Ignoring this layer is risky.

Intellectual & Professional Elite

These include:

Senior lawyers
Academics
Policy experts
Media figures

Example:

Wole Soyinka

They shape:

Narratives
Ideology
Legitimacy

Diaspora & Global Connectors

These people are very influential but often underestimated:

UK/US-based professionals
Financiers
Tech founders

They provide:

Capital
Global access
Credibility

CORE STRUCTURES OF YORUBA POWER

Within Yoruba society, power is not random; it exists in structures.

Political Structure

Party networks (especially the All Progressives Congress)
State governments (especially Lagos)
Political families

Economic Structure

Banking networks
Real estate systems
Trade and logistics channels

Lagos is the center of it all.

Social & Elite Clubs

This is where things get practical.

Examples include:

Rotary / Lions (entry-level elite)
High-end business clubs
Private invitation-only groups

Many deals happen here, not in offices.

Religious Networks

These are very influential in Yoruba society:

Major churches
Islamic leaders
Faith-based organizations

They provide:

Trust
Social capital
Large influence

Family and Lineage Systems

Certain families:

Have multi-generational influence
Control networks across different sectors

This layer is quiet but powerful.

HOW TO ENTER YORUBA ELITE CIRCLES (REALITY, NOT THEORY)

This is the most important part. I remember growing up in my village of Idomila, Ijebu-Ode around 60 years ago. I saw how real Yoruba people interacted, but I did not fully understand the principles behind their actions. As I grew older and studied different cultures in Europe, I began to appreciate my own people better, especially their beliefs and values.

These days, Nigeria is facing a mindset that “money buys everything,” even people and influence.

Unfortunately, many young Yoruba people are falling into this trap of valuing money above all else due to social media. I see our culture slowly bending to this pressure, with too few voices speaking against it. I hope this write-up will remind Yoruba people of who they truly are and the values that shaped their history.

FIRST RULE: YOU CANNOT “BUY” YOUR WAY INTO YORUBA CIRCLES OF INFLUENCE

While money can help, in Yoruba society, access comes from trust, not just wealth.

STEP 1: POSITION YOURSELF CORRECTLY

You must be seen as:

Valuable
Serious
Consistent
Not opportunistic

Your business plan (business + capital + international structure) is already a strong starting point.

STEP 2: ENTER THROUGH STRUCTURED CHANNELS

Best entry points:

Professional Gateways

Lawyers
Accountants
Consultants
Bankers

These people already serve elite clients and can introduce you indirectly.

Clubs & Associations

Start with:

Rotary / Lions
High-level business clubs

These are soft entry points.

Business Transactions

Nothing builds trust faster than:

Doing real deals
Delivering results
Handling money well

STEP 3: BUILD RELATIONSHIPS (NOT CONTACTS)

You need:

Regular interactions
Reliability
Discretion

In Yoruba elite culture, one strong relationship is worth more than 100 contacts.

STEP 4: GET INTRODUCED (CRITICAL)

Do not approach top players directly.

You need to:

Get introduced
By someone trusted
After proving yourself

This is how you move up. In Yoruba culture, a person with good character is valued more than a rich person without values.

STEP 5: SHOW LONG-TERM PRESENCE

You must show:

You are not temporary
You are building something real
You are here for the long haul

STEP 6: RESPECT HIERARCHY & CULTURE

This matters more than people think:

Respect elders
Respect titles
Understand cultural signs

While some cultures do not bow to others, a Yoruba person will gladly bow to anyone senior to them. Respect and honor are natural to the Yoruba people.

STRATEGIC INSIGHT (VERY IMPORTANT)

There are three layers of access:

Layer 1: Social Access

Events, clubs, public places

Layer 2: Business Access

Deals, partnerships

Layer 3: Inner Circle

Trust, influence, power

Most people never reach Layer One.

Yes, even though Yorubas enjoy parties and Owanbe gatherings, connections at parties are not enough to fully position you for influence in Yoruba communities.

COMMON MISTAKES

Avoid: