The “Japa” wave, characterized by the mass emigration of Nigerians in pursuit of better economic, educational, and professional opportunities, has become one of the defining socio-economic trends in recent years. By the end of 2022, over 2.1 million Nigerians had left the country, with an additional 1.57 million emigrating in just the first nine months of 2023.
While much has been written about how emigrating impacts scientists, tech workers, and healthcare professionals, creatives, particularly those in visual arts and design, often remain underrepresented in this narrative. Today, we dive into the unique experiences of Chawuko Chawuko, a designer-turned-creative entrepreneur and film director, who left Nigeria to explore life abroad.
Through his candid insights, Chawuko shares the highs and lows of emigrating as a creative, from navigating cultural differences to encountering racism, and even his perspective on whether leaving always equates to finding greener pastures.
Here’s 7 questions with Chawuko on life outside Nigeria
What’s your design background like?
“I haven’t actively designed in years,” Chawuko begins. “My journey started at a creative agency in Lagos, where I cut my teeth in design. Later, I started an outfit before relocating to Canada. These days, I wear multiple hats—creative entrepreneur, film director, and partner at an ad firm in Lagos.”
What motivated your decision to leave Nigeria?
“My move was driven by marriage, but also the idea of building a new world for myself. I’ve always wanted to be a mobile citizen, and having residency here means I can access 180 countries without a visa. While I originally intended to split time between Nigeria and abroad, COVID kept me here longer than planned.”
Would you have done better in Nigeria?
I sometimes ask myself this question too; whether I would have achieved more had I stayed in Lagos. However, in Lagos, a mistaken identity could have led to being picked up by the EFCC without any wrongdoing. These are the trade-offs you consider. Yes, you could face dangers anywhere in the world, but the likelihood of survival in Lagos versus Canada is a question worth pondering. These are the pros and cons that define the decision to stay or leave.
Are all Nigerians who leave seeking greener pastures?
“Not necessarily. It’s subjective,” he explains. “Some leave for status—selling properties back home to fund a lifestyle abroad. That’s not my approach. I don’t believe in selling your roots to live in another man’s land. Many Nigerians are proud to leave, but no matter how long you stay, you’ll never truly assimilate into another culture.”
What challenges do designers face abroad compared to Nigeria?
“For creatives, Nigeria offers more vibrant opportunities. Here, creativity can feel stifled—design jobs, even in advertising, lack the vibrancy of Nigerian campaigns. You’d rarely see the playful brilliance of a Chicken Republic ad in Canada. While platforms like Fiverr open global doors, for one-on-one gigs, Nigeria often offers richer prospects.”
What likely situations will a creative experience upon arriving?
Relocating often requires recalibrating your expectations, especially when transitioning into a new job market. If you were, for instance, a Creative director in Nigeria, you may find yourself starting at a role slightly below that level initially. You would have to attend workshops, conferences, and networking events to build connections.
Have you experienced racism abroad? How has it impacted your career?
“Racism is there, but it’s not a reason to stop pushing. You work twice as hard, and you let your excellence speak for itself. One time, at a McDonald’s, I was mocked with ape sounds. I confronted them—it’s important to set boundaries.”
Would you consider returning to Nigeria for good?
“That would happen soon.” “I see Nigeria as my permanent home, but not a place I need to be 24/7. I want flexibility—to live, work, and thrive globally. But there’s no place like home, and I’ll always find my way back.”
Share Your Thoughts Now
By 2026, the global design market is projected to soar to $217 billion, a significant jump from $127.6 billion in 2024. This growth means new opportunities for creatives, whether in Nigeria or Canada. For Chawuko, living abroad was all about accessing a world of possibilities. “I always wanted a mobile life, the freedom to tap into opportunities wherever I am—not just for the money,” he shares.
For creatives in Nigeria, there’s a 40 million micro-business sector just waiting for creative talent, meaning you have a market you can’t satisfy.
What’s most important is maximizing the opportunities wherever you are.
So, what do you think? Hustle in Nigeria or hustle abroad? Share your thoughts on your socials and help us spread the word!
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Wow, insightful,
Do you work fulltime, remote or freelancing in abroad