Côte d’Ivoire Hosts MASA 2026: MIR Holding Partners with ORUN to Scale African Creative Ecosystems

At the 14th edition of the Marché des Arts du Spectacle Africain d’Abidjan (MASA 2026) in Côte d’Ivoire, Africa-focused investment group MIR Holding formally solidified its commitment to the continent’s cultural economy. Partnering with pan-African organization ORUN, the enterprise backed the launch of the highly anticipated Innovation Village, establishing a strategic framework to turn artistic energy into institutional, sustainable economic value.

High-Level Institutional Backdrop

Held from April 11 to 18 at the Palais de la Culture in Abidjan, MASA 2026 brought together over 800 artists from more than 50 countries, drawing strong domestic and international visibility. The Innovation Village itself was officially inaugurated by the First Lady of Côte d’Ivoire, Ms. Dominique Ouattara, alongside the Ivorian Minister of Culture, Françoise Remarck, and the Minister of Digital Transition, Djibril Ouattara.

The ministerial delegation heavily underscored that cultural assets must no longer be viewed strictly as tools for social cohesion. Instead, the modern state framework positions the creative sector as a primary macroeconomic driver capable of scaling employment and securing international financial interest.

Structure, Memory, and Transmission

The core philosophy of the Innovation Village was built on three foundational pillars: memory, structure, and transmission. Rather than acting as a temporary showcase, the space functioned as a launching pad for ORUN’s multi-year pan-African program designed to modernize local crafts, protect intellectual property, and integrate next-generation technologies into traditional industries.

The collaborative site brought forward several major milestones:

• Artisanal Upgrading: Scenography crafted entirely by local Ivorian artisans paired with structural R&D insights inspired by Morocco’s Université Mohammed VI Polytechnique (UM6P) to safely scale traditional craftsmanship.
• Immersive Technologies: High-end multimedia showcases produced by Orun Studios to preserve and monetize iconic historical recordings.
• Pan-African Unity: The symbolic unveiling of the “United States of Africa” football jersey ahead of the FIFA World Cup 2026, anchoring continental unity in sport and design.

Cultural Value Chains as Competitive Assets

Mouhamed Dieng, President of MIR Holding, stressed that backing cultural value chains is an intentional investment in continental competitiveness, youth empowerment, and storytelling autonomy. By aligning with financial heavyweights like the Africa Currency Network, the platform aims to establish durable financing channels that shield creators from external dependencies and ensure they retain control over their digital and intellectual worth.

Reflecting its strict focus on global standards, the Innovation Village officially secured ISO 20121 certification for sustainable event management—matching the operational benchmarks utilized by the Paris 2024 Olympic Games. The structural success achieved in Abidjan will serve as the template for upcoming centers of excellence, with the first permanent creative incubator scheduled to break ground in Bouaké, Côte d’Ivoire’s second-largest city.