Alexis Akwagyiram/Semafor THE SCENE LONDON — A young man gazes out of a poster on the side of a bus stop. He’s pointing, as if wagging his finger in admonishment, underneath a four-letter word: “Japa.” It’s a slang word in the Yoruba language predominantly used in southwest Nigeria that means “escape” or “flee.” But the bus stop is in London, not Lagos. The term “japa” has become widely used among Nigerians to describe the large-scale migration of young people from the West African country to wealthy nations in recent years. The United Kingdom, United States, and Canada tend to be the most popular destinations for Nigerians typically leaving home in search of work and education opportunities. The tagline for the London bus stop advertising campaign, which is run by remittance company TransferGo and helps to explain the finger wagging gesture, is simple: “But never forget home.” The implication is that it’s fine to leave Nigeria, but remember to send money back to your family. Newly released World Bank data shows $20.5 billion was sent to Nigeria last year, which meant it accounted for around 38% of total remittance inflows to sub-Saharan Africa. And showed inflows have steadily increased, up from $20.1 billion in 2022. By comparison, the bank’s data showed that in 2022 overseas investors took out $186.8 million more from Nigeria’s economy than they put in. That continued a trend which has seen remittance flows to Africa’s biggest economy dwarfing foreign direct investment in recent years. KNOW MORE Global remittances were for decades dominated by industry giants Western Union and Moneygram. But the proliferation of tech companies, along with greater adoption of mobile wallets, has increased competition from companies such as 11-year-old TransferGo which began serving the Nigeria market around two years ago, to much smaller fintech players across Africa and Europe. The japa phenomenon has opened up a chance to tap into the market for people sending money to Nigeria, a country of more than 200 million people. “Nigeria is the biggest market we serve in Africa,” Bamiyo Awonusi, TransferGo’s London-based marketing manager, told Semafor Africa. Awonusi added that the campaign was run in the last few months along bus routes passing through communities with large Nigerian populations in the British cities of London, Manchester and Birmingham. “The fact that people are leaving en masse to the USA, Europe, and Canada means that there is potential for remittance companies,” she said. |