A fast-rising retail chain in Lagos, Bokku Mart, has come under intense public scrutiny following a controversial social media advertisement that many Nigerians described as ethnically insensitive, reports ITREALMS.
In the now-deleted clip, the influencer showcased staple items such as garri and beans, while highlighting the store’s competitive prices and product availability.
ITREALMS also reports that a particular remark in the video ignited widespread backlash.
ITREALMS also reports that a particular remark in the video ignited widespread backlash.
Referring to the affordability of products, she said “You mean I can get beans and garri Ijebu at Bokku without any Omo Igbo cheating me?”
She further asserted “It’s so relaxing to shop without someone pulling you from the left and right, shouting my colour.”
The comment was quickly condemned across social media platforms, with many users accusing both the influencer and the retail brand of promoting ethnic stereotypes and disrespecting the Igbo nationality.
In the wake of the controversy, ITREALMS gathered that Bokku Mart promptly deleted the video and issued a public apology, describing the statement as “unintentional” and expressing regret for any offence caused.
“We sincerely apologise for the recent post that caused offence to our valued customers and the public,” the company said in an official statement shared online.
She further asserted “It’s so relaxing to shop without someone pulling you from the left and right, shouting my colour.”
The comment was quickly condemned across social media platforms, with many users accusing both the influencer and the retail brand of promoting ethnic stereotypes and disrespecting the Igbo nationality.
In the wake of the controversy, ITREALMS gathered that Bokku Mart promptly deleted the video and issued a public apology, describing the statement as “unintentional” and expressing regret for any offence caused.
“We sincerely apologise for the recent post that caused offence to our valued customers and the public,” the company said in an official statement shared online.
“The remark was unintentional, and we deeply regret the hurt it has caused. Bokku Mart is a pro-Nigerian brand that values unity and respect for all ethnic groups.”
The management further assured that internal measures are being put in place to prevent similar occurrences, adding that the company remains committed to fostering inclusivity in all its campaigns.
Meanwhile, public reaction has remained divided, while some social media users commended Bokku Mart for taking swift responsibility, others called for more deliberate efforts by brands to promote cultural sensitivity in marketing communications.
ITREALMS recalled that Bokku Mart, launched on September 30, 2022, has rapidly expanded its footprint across Nigeria, racking up more than 70 branches in major cities.
The management further assured that internal measures are being put in place to prevent similar occurrences, adding that the company remains committed to fostering inclusivity in all its campaigns.
Meanwhile, public reaction has remained divided, while some social media users commended Bokku Mart for taking swift responsibility, others called for more deliberate efforts by brands to promote cultural sensitivity in marketing communications.
ITREALMS recalled that Bokku Mart, launched on September 30, 2022, has rapidly expanded its footprint across Nigeria, racking up more than 70 branches in major cities.
The chain is operated by Atreos Retail Platform and is widely reported to have been founded by entrepreneur Adewale Adeyemi, who serves as its Chief Executive Officer.
According to industry analysts, Bokku’s growth is underpinned by a strategy of affordable pricing and small-format stores aimed at urban residential catchments.
While Bokku Mart faces reputational risk from the recent controversy, industry watchers say the real test will be whether the chain embeds stronger cultural-sensitivity protocols in future marketing campaigns.
That mix of fast growth and consumer scrutiny reflects the broader dynamics in Nigeria’s retail market, where brand trust and social discourse increasingly matter alongside price and convenience.
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According to industry analysts, Bokku’s growth is underpinned by a strategy of affordable pricing and small-format stores aimed at urban residential catchments.
While Bokku Mart faces reputational risk from the recent controversy, industry watchers say the real test will be whether the chain embeds stronger cultural-sensitivity protocols in future marketing campaigns.
That mix of fast growth and consumer scrutiny reflects the broader dynamics in Nigeria’s retail market, where brand trust and social discourse increasingly matter alongside price and convenience.
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