Retail brand, Bokku Mart, has apologised following backlash over a viral “Omo Igbo” advert described by many Nigerians as ethnically insensitive.
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The controversy began after a female content creator, in a promotional video posted on the supermarket’s social media page on Tuesday, used the phrase “Omo Igbo” in a context viewers considered derogatory towards Nigerians of South-East origin.
In the now-deleted video, the influencer identified as Defolah, while attempting to promote the affordability of items sold at Bokku Mart, said, “No Omo Igbo can cheat me,” a statement that immediately drew outrage online, with users accusing her of bigotry.
The ad triggered calls for a boycott of the supermarket, with critics accusing the brand of promoting ethnic bigotry.
Reacting in a statement uploaded on its X handle on Friday, Bokku Mart described the language used in the advert as “offensive and hurtful,” stressing that it did not reflect the company’s values.
“We are deeply saddened and disturbed by a video recently shared online that contained offensive and hurtful language.
“The language used in the video was unacceptable and deeply misaligned with Bokku’s values,” the company said.
The supermarket clarified that the controversial content originated from an external influencer and was published by a third-party media agency without internal review.
“While the content originated from an external influencer and was published by a third-party media firm without prior review by our team, we take full responsibility for its appearance on our platforms,” the company stated.
Bokku is still trending in Nigeria because netizens are now expressing fresh irritation over a circulating apology video tendered by the female content creator who was the face behind the Bokku Mart advertisement that generated severe criticism towards the supermarket.
Reacting… pic.twitter.com/uM2OBUmS25
— Why It Is Trending (@trendingblog247) October 30, 2025
Bokku Mart added that it has strengthened its internal review and vendor oversight processes to prevent similar incidents.
“We have since strengthened our content approval and vendor oversight processes to ensure such an incident never happens again,” the statement continued.
Reaffirming its commitment to inclusivity, Bokku Mart said its brand stands for unity and respect for all Nigerians.
“Bokku Mart is more than a retail brand; we are a proudly Nigerian company built on love for our people and communities.
“Our mission is to make everyday life better for all Nigerians by ensuring access to quality products at affordable prices.
“We celebrate our nation’s rich diversity and stand firmly against all forms of discrimination,” the company added.
Meanwhile, the content creator involved has reportedly issued an apology, sharing screenshots on social media to express regret over the incident.
The incident has reignited conversations around the responsibility of influencers and brands to promote inclusivity and cultural sensitivity in advertising.
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