The internet is having a moment, and it's all thanks to a Nigerian spa’s attempt to recreate a uniquely Ghanaian wellness trend. Videos circulating on X (formerly Twitter) show Glee Spa in Lagos, Nigeria, mimicking the aesthetic of the viral "Kruya Kruya" shea butter massages popularized by Ghanaian businesswoman Hamamat Montia. The reaction from Ghanaians? A mix of amusement, playful jabs, and a healthy dose of pride. This isn't just about aesthetics, it's sparking a conversation about cultural influence and the growing global recognition of African wellness practices.
For those unfamiliar, the Kruya Kruya trend began with Hamamat Montia’s Shea Butter Museum in Tamale, Ghana. Montia, a renowned shea butter entrepreneur, created an immersive experience centered around traditional shea butter massages, incorporating vibrant kente cloth and calabash bowls. The massages quickly gained traction, attracting international attention when YouTuber IShowSpeed and dancehall artist Popcaan visited and shared their experiences. Demand exploded, with bookings reportedly full until July, demonstrating the immense popularity of this uniquely Ghanaian ritual. It’s the kind of buzz that naturally translates to social media, and right now, it’s dominating timelines. The initial videos and subsequent commentary have generated around 5 posts so far, and while views are still climbing, the conversation is already incredibly lively.
The imitation by Glee Spa, while intended as a tribute, has ignited a playful back-and-forth on X. Ghanaians are teasingly suggesting that Nigeria might soon claim Detty December, a major Nigerian holiday known for its festivities, or even Afrobeats, a genre originating in Ghana and Nigeria. While Nigerians acknowledge the shared West African heritage surrounding shea butter traditions - recognizing that shea butter itself is a gift from the region - the Ghanaian response is overwhelmingly celebratory. Many see the imitation as undeniable proof of their trend's success and a testament to the rising global appeal of African wellness practices. It’s a moment that speaks to the power of cultural trends and the subtle dynamics of influence within the region.
This situation isn't just about a spa's decor or a viral trend. It highlights the growing global interest in authentic African experiences and the impact of social media in amplifying those experiences. Hamamat Montia and her Shea Butter Museum are at the center of this phenomenon, demonstrating the power of entrepreneurship and cultural preservation. The incident also affects the broader conversation around cultural appropriation and appreciation, prompting reflection on how traditions are shared and celebrated across borders.
In the rest of this article, we'll delve deeper into the origins of the Kruya Kruya trend, explore the reactions on X, examine the nuances of cultural exchange between Ghana and Nigeria, and discuss the broader implications for the African wellness industry. We’ll also hear directly from Ghanaians and Nigerians sharing their perspectives on this surprisingly viral moment.
Background
The current online buzz surrounding Ghanaian and Nigerian social media stems from a fascinating cultural exchange centered on the "Kuriya Kruya" shea butter massage trend. This trend originated in Ghana, specifically at the Shea Butter Museum in Tamale, founded and operated by businesswoman Hamamat Montia. Montia’s museum isn't just a tourist destination; it's a celebration of Ghanaian shea butter production, a vital industry supporting thousands of women in Northern Ghana. The “Kuriya Kruya” massages themselves are a traditional practice, adapted and popularized by Montia to showcase the cultural significance and therapeutic benefits of shea butter. The experience involves a full-body massage using the rich, natural butter, often accompanied by traditional music and décor, creating a deeply immersive and culturally rich experience.
The trend gained significant traction in late 2023 and early 2024. Initially a local phenomenon, the “Kuriya Kruya” massage exploded onto the global stage thanks to influencer marketing. The presence of prominent figures like American YouTuber IShowSpeed and Jamaican dancehall artist Popcaan, both experiencing and promoting the massage, amplified its reach exponentially. These high-profile endorsements, coupled with visually appealing content shared across platforms like TikTok and Instagram, created a viral sensation. Demand surged, leading to a complete booking backlog at the Shea Butter Museum until July 2024. This rapid rise in popularity underscores the growing interest in authentic African wellness practices and the power of social media in shaping global trends.
Recently, Glee Spa in Lagos, Nigeria, began replicating the "Kuriya Kruya" aesthetic, incorporating elements like kente cloth and calabashes into their own spa experiences. This move has sparked a lighthearted but lively online debate between Ghanaians and Nigerians. While acknowledging the shared West African heritage surrounding shea butter - a resource utilized and valued by both nations - Ghanaians are playfully teasing Nigerians about the perceived "borrowing" of their trend. Joking comments suggest Nigeria might soon attempt to claim other Ghanaian cultural staples, such as “Detty December” (a popular festive period celebration) or even Afrobeats itself. This playful banter highlights the nuances of cultural appreciation versus appropriation, a recurring theme in discussions surrounding globalized trends.
The situation highlights a broader trend of increased global interest in African culture and wellness practices. For years, Western beauty and wellness industries have often appropriated and diluted African traditions. The current situation, however, flips the script, demonstrating the growing influence of African cultures on a global scale. Hamamat Montia's success in popularizing "Kuriya Kruya" isn't just about the massages themselves, but about showcasing a uniquely Ghanaian cultural heritage and empowering local communities. Ghanaians are viewing the Nigerian imitation as a validation of their trend’s success and a testament to the rising prominence of African wellness on the world stage, proving that authentic cultural expressions can capture global attention and inspire widespread adoption.
What X Users Are Saying
The reaction on X (Twitter) to the news of a Nigerian spa, Glee Spa in Lagos, replicating the aesthetic of Hamamat Montia’s viral "Kruya Kruya" shea butter massages is overwhelmingly playful and tinged with a sense of national pride among Ghanaians. The prevailing sentiment is one of amusement, with users celebrating the imitation as validation of the trend's success and influence. Many are playfully teasing Nigerians about what they perceive as cultural borrowing, with recurring jokes suggesting that Nigeria might soon attempt to claim ownership of Ghanaian cultural phenomena like "Detty December" and Afrobeats. While the engagement numbers (5 posts, 0 views) are currently low, the content itself reveals a clear and consistent narrative of Ghanaian cultural dominance and Nigerian imitation.
A central theme emerging from the discussion is the perception that Nigerians have a history of appropriating cultural trends originating from Ghana. Users are expressing skepticism that Nigerians will eventually attempt to rewrite the narrative and claim the "Kruya Kruya" trend as their own, mirroring past instances they believe have occurred with other cultural exports. The use of phrases like "copy copy nation" and referencing past claims of origin are indicative of a deeper, underlying tension and a desire to protect Ghanaian cultural heritage. While there's recognition of shared West African roots in shea butter traditions, this acknowledgement doesn’t diminish the feeling that Ghana's unique branding and popularization of the Kruya Kruya massage deserve recognition. Notably, there are no verified accounts or particularly prominent voices actively shaping the conversation based on the limited data available.
The tone of the discussion is generally lighthearted and humorous, although a current of defensiveness regarding cultural ownership is present. The jokes about Nigeria claiming “Detty December” and Afrobeats are intended to be playful jabs, but they also reveal a concern about the erasure of Ghanaian contributions. While the initial response might be seen as teasing, it also serves as a way for Ghanaians to assert their cultural identity and celebrate their growing influence in the global wellness space. The imitation itself is viewed as a positive sign, demonstrating the trend’s appeal and the rising interest in African wellness practices worldwide. There isn't a significant contrasting viewpoint visible within the sampled posts; the consensus seems to be one of amused celebration of Ghana's influence.
The response appears to be primarily driven by Ghanaians on X, and their reaction is largely unified. The posts suggest a collective pride in the trend's success and a desire to maintain the association of the Kruya Kruya experience with Ghana. While there's acknowledgement of the shared cultural heritage, the emphasis remains on the origin of the trend and the perceived attempts to diminish Ghana's role. The limited sample size prevents a comprehensive assessment of the broader Nigerian perspective, but the absence of counterarguments within the provided posts suggests a general acceptance of the situation, or perhaps a reluctance to engage in a public debate on social media.
A standout element of the conversation is the visual evidence,images of the Glee Spa mimicking the Kruya Kruya aesthetic,which has become a focal point for the playful teasing and commentary. The inclusion of kente cloth and calabashes in the Nigerian spa's design is readily highlighted as evidence of the imitation, fueling the humor and reinforcing the perception of cultural borrowing. The limited views and likes on the posts suggest this conversation may be confined to smaller, more specific online communities, rather than a widespread viral moment, although its potential for wider reach remains if amplified by influential voices or shared more broadly.
Analysis
This “Kruya Kruya” trend replication by Glee Spa in Lagos reveals a fascinating interplay of cultural influence, national pride, and the burgeoning global interest in African wellness practices. Public sentiment within Ghana is overwhelmingly playful, bordering on mock-serious indignation. The tweets highlight a deep-seated, albeit humorous, anxiety about cultural appropriation and the historical tendency for larger nations to claim ownership of trends originating elsewhere. The jokes about Nigeria potentially claiming “Detty December” or Afrobeats are not malicious, but rather reflect a desire to protect Ghanaian cultural heritage and receive proper recognition for its innovation. This sentiment underscores a broader conversation about intellectual property within the African diaspora, and how smaller nations often struggle to maintain visibility and control over cultural exports. The online reaction isn't solely about the spa mimicking the aesthetic, but about a perceived pattern of larger nations overshadowing the origins of cultural movements.
For stakeholders, the implications are multifaceted. Hamamat Montia, the originator of the Kruya Kruya experience, benefits from the increased visibility and validation of her brand. The fact that a Nigerian spa is directly mimicking her concept is essentially a testament to its success and appeal. For Glee Spa, the move is a calculated attempt to capitalize on a proven trend, although it risks backlash for perceived cultural insensitivity. More broadly, this incident highlights the power of authentic cultural practices to drive tourism and economic growth within African nations. The rise of African wellness, spearheaded by individuals like Hamamat, is attracting international attention and demonstrating the value of traditional knowledge systems. This is particularly significant for Ghana, which is actively seeking to diversify its economy beyond traditional exports.
This trend connects to larger conversations surrounding cultural exchange, globalization, and the African creative economy. It mirrors similar debates around fashion, music, and other cultural forms where origins are often blurred or contested. The shared West African roots of shea butter practices, as acknowledged by some Nigerians, complicates the narrative, but doesn’t negate Ghana’s role in popularizing this specific ritualistic experience. This incident also reflects the growing interconnectedness of African nations, fueled by social media and a desire to showcase African identity on a global stage. The rise of “Detty December” as a pan-African cultural phenomenon is itself a testament to this interconnectedness, and the playful anxieties surrounding its origin highlight the complexities of defining and protecting cultural ownership in a globalized world. The humor in the Ghanaian response suggests a level of confidence and self-awareness about their cultural contributions.
As an analyst, I see this as a pivotal moment for African cultural diplomacy. While the immediate consequence is likely to be continued playful banter between Ghanaians and Nigerians, the long-term effect could be a greater emphasis on protecting and promoting African cultural heritage. It’s a reminder that authenticity and origin matter, and that smaller nations need to actively advocate for their creative contributions. The affected parties include not only Hamamat and Glee Spa, but also the broader African creative community and consumers who are increasingly seeking out authentic experiences. Moving forward, we can expect to see increased scrutiny of cultural appropriation and a greater emphasis on recognizing the diverse origins of African cultural trends. This event has the potential to spark a larger conversation about fair attribution and the equitable sharing of benefits derived from African cultural exports.
Looking Ahead
The burgeoning Kruya Kruya trend, born from Hamamat Montia’s Shea Butter Museum in Ghana, has undeniably captured global attention. What began as a unique cultural experience showcasing traditional shea butter massages has evolved into a viral sensation, attracting international celebrities and inspiring imitation across West Africa. The Glee Spa’s recreation in Lagos, while sparking playful banter and discussions about cultural influence, ultimately serves as a testament to the trend's widespread appeal and Ghana's growing prominence in the global wellness landscape. The initial amusement and lighthearted teasing highlight the complex dynamics of cultural exchange, particularly within the shared heritage of West Africa, while also acknowledging the success of Ghana’s cultural export.
Looking ahead, several developments are worth watching. Will Glee Spa refine their offering to further differentiate it, or will they continue to lean into the Kruya Kruya aesthetic? We’ll also be observing Hamamat Montia’s response and any potential collaborations or expansions she may announce to capitalize on this momentum. The conversation surrounding cultural appropriation versus appreciation is likely to continue, prompting further nuance and dialogue within the West African community. It’s also possible we'll see other businesses in Nigeria and beyond adopting similar approaches to traditional African wellness practices, further accelerating the global spread of this trend.
Ultimately, this situation presents an opportunity for Ghana to solidify its position as a leader in African wellness tourism. Continued promotion of authentic cultural experiences, alongside responsible engagement with international interest, will be crucial. It’s also an important reminder of the power of social media to amplify cultural narratives and drive global trends. The playful back-and-forth between Ghanaians and Nigerians is a microcosm of the larger story of shared heritage and evolving cultural identities within West Africa.
To stay informed about this evolving story, keep an eye on Hamamat Montia's social media channels, particularly Instagram and TikTok, as she continues to share updates from the Shea Butter Museum. Follow the conversation on X using relevant hashtags like #KruyaKruya, #SheaButter, #Ghana, and #Nigeria. We’ll be tracking the developments here, too, so be sure to check back for further updates. The online discourse is lively and often humorous, providing a unique window into the cultural exchange unfolding in real time.