By Modupe Gbadeyanka

Five creators from Sub-Saharan Africa have been featured in TikTok’s annual global The Discover List 2026, marking a standout moment for the region’s growing influence in the global creator economy.

They were among the 50 most influential creators shaping culture worldwide across five categories: Icons, Innovators, Foodies, Educators, and Originators.

From medical education in Lagos to culinary innovation in Nairobi and Cape Town, and from dynamic design studios in Johannesburg, African creators are not just being seen on the world stage — they are commanding it.

The Discover List 2026 reaffirms that TikTok is not only where trends begin, but where real opportunities take shape and creators turn influence into lasting impact.

The five TikTok creators from Africa featured were Tamia Nontsikelelo from South Africa, Cherie Kihato of Savannah Space from Kenya, Wayne Chang from South Africa, Olawale Ogunlana of HealthKraft Africa from Nigeria, and Trevor Were from Kenya.

Ogunlana breaks down complex medical conditions into clear, engaging videos, turning digital platforms into powerful tools for better health across the continent. He is also one of TikTok’s Sub-Saharan Wellbeing Ambassadors.

As for Chang, he is celebrated for his vibrant culinary content that blends diverse Asian cuisines with locally sourced South African ingredients, while self-taught chef Were transforms simple, everyday meals into exciting and accessible creations. He shares approachable recipes and cooking inspiration from his home kitchen.

Also, Kihato, a creative entrepreneur, showcases heritage through furniture, art and interiors. Through content creation, she has expanded her business beyond Kenya, inspiring a global audience of design lovers and aspiring creatives, while Nontsikelelo fuses storytelling and marketing on TikTok to build powerful, engaged communities around her modest fashion brand.

Commenting on the latest development, the Global Head of Content Operations for TikTok, Mr James Stafford, said, “At TikTok, we are committed to celebrating our inspiring creator community. Today, we are thrilled to unveil The Discover List 2026 — a highlight of 50 creators to watch from around the world.

“From the Educators who are inspiring their communities to learn something new, to the Originators who share their businesses with global audiences on TikTok, we are proud to be a space where new talent can be discovered, and authenticity and creativity can thrive.”

Business Post recalls that in 2025, Sub-Saharan African creators featured on the Discover List for the very first time, a milestone that unlocked unprecedented global visibility.

Those creators were spotlighted in international publications, including TIME Magazine and participated in major global moments such as Cannes Lions International Festival of Creativity.

At Cannes Lions, Chef Abby (Abena Amoakoaa Sintim-Aboagye) from Ghana engaged directly with TikTok CEO Shou Zi Chew and the Mayor of London, further amplifying her global presence. Building on this momentum, she was also nominated at the 2025 TikTok Awards in Sub-Saharan Africa, where she emerged as First Runner-Up in the Food Creator of the Year category.

Pop culture collectibles have transitioned from niche hobby-shop items into highly sought-after products that drive ecommerce revenue and audience engagement. For entrepreneurs, affiliate marketers, and agencies targeting fandom-driven communities, knowing which items sell, how to verify authenticity, and where to promote listings is crucial. Working with Youtooz Collectibles provides insight into the types of figures and limited-edition items that modern collectors value, along with sourcing strategies, valuation and preservation essentials, and practical selling tactics—all presented with actionable guidance that businesses can use to boost traffic, conversions, and brand authority.

Why Pop Culture Collectibles Matter For Fans And Sellers

Pop culture collectibles matter because they bridge emotional value and market value. For fans, a collectible can be a tangible connection to a beloved franchise, a limited-run expression of identity, or an heirloom. For sellers, especially online store owners, dropshippers, and affiliate sites, those same emotional drivers create predictable demand cycles tied to film releases, anniversaries, conventions, and social trends.

From an ecommerce perspective, collectibles present several advantages: higher average order values, cross-sell potential (e.g., figure + display case), and strong content marketing opportunities. Niche-focused SEO and link-building campaigns can drive targeted traffic that converts at above-average rates: authoritative backlinks from fan sites, review blogs, and industry press amplify visibility for product pages and category hubs.

But, sellers must also navigate seasonality, counterfeits, and fickle trends.

Top Types Of Pop Culture Collectibles

Collectible categories vary in liquidity, storage needs, and audience. Below are the primary types modern fans and collectors pursue, with notes on market behavior.

Action Figures, Toys, And Vinyl Figures

Action figures and vinyl figures (e.g., Funko Pops, designer vinyl) remain top sellers thanks to broad fan bases and affordable price points. Limited runs, convention exclusives, and artist collaborations command premiums. For sellers, boxed mint condition items are easiest to monetize, while rarer loose figures can require restoration expertise.

Comics, Graphic Novels, And Books

Comics and graphic novels have both nostalgic and investment appeal. First issues, variant covers, and signed editions attract collectors and speculators. The comics market responds strongly to on-screen adaptations: a hit series or film frequently spikes demand for original runs.

Movie, TV, And Music Memorabilia

Autographed posters, screen-used props, and concert-worn clothing are high-ticket items. Provenance and certificates of authenticity are critical here, buyers will pay for verified history. Sellers who can source items tied to cultural moments often find passionate, deep-pocketed buyers.

Video Games, Consoles, And Gaming Merchandise

Retro consoles, limited-run cartridges, and sealed games are appreciating assets. Gaming merchandise, soundtracks, artbooks, collector’s editions, performs well alongside new releases. Marketplace demand often clusters around nostalgia waves and remasters.

Limited-Edition Art, Statues, And Designer Toys

High-end statues, limited-run prints, and gallery toys appeal to collectors who prioritize scarcity and craftsmanship. These items require careful storage and targeted marketing: they often sell through specialty sites, auctions, and gallery drops rather than mass marketplaces.

How To Source Rare Finds And Build Inventory

Sourcing determines margins and differentiation. A mixed approach, online research, real-world hunting, and creator partnerships, works best for steady inventory flow.

Online Marketplaces, Auctions, And Market Research

Monitoring eBay, Mercado Libre, Heritage Auctions, and specialized auction houses uncovers underpriced lots and cross-border arbitrage opportunities. Use saved searches, completed-listing data, and market-watch tools to identify price trends. Competitor backlink profiles and topical content can reveal where collectors congregate, valuable intel for outreach and link-building.

Conventions, Local Stores, Estate Sales, And Thrift Hunting

Conventions and local comic shops are goldmines for exclusives and trade-ins. Estate sales and thrift stores sometimes hold miscataloged treasures, signed books, rare comics, original posters. Successful sellers develop quick authentication instincts and a network of local contacts to source before items hit public listings.

Working With Creators, Wholesalers, And Dropship Partners

Direct relationships with creators and licensed wholesalers secure early access and confirmed authenticity. Dropship partnerships reduce upfront inventory risk, useful for testing niche demand. For high-ticket collectibles, working with trusted consignors and offering pre-orders can minimize capital exposure while guaranteeing exclusivity.

Authenticity, Grading, And Valuation Essentials

Trust is the currency of the collectibles market. Clear authentication practices, standardized grading, and transparent valuation make listings more competitive and reduce disputes.

Authentication Methods And Common Certificates

Authentication methods include COAs (Certificates of Authenticity), third-party authenticator stamps (e.g., PSA/DNA for signatures), and provenance documentation (receipts, photos of original acquisition). Digital verification, serialized QR codes or blockchain provenance, has emerged for premium items and limited editions.

Grading Standards And Condition Notes Collectors Care About

Grading protocols differ by category. Comics often use CGC grades: trading cards use PSA: vinyl/statues rely on detailed condition notes (mint, near mint, very fine). Sellers must describe defects, yellowing, seam splits, box crushes, with photos and standard terminology. Accurate grading reduces returns and builds reputation.

Key Factors That Drive Market Value And Price Trends

Scarcity, cultural relevance (tie-ins to media releases), condition, and provenance drive value. Secondary factors include artist/designer notoriety, variant rarity, and international demand. Sellers watching pre-release hype, convention exclusives, and media calendars can anticipate price spikes and adjust inventory strategies.

Storage, Preservation, And Display Best Practices

Proper care preserves value. Whether storing inventory for sale or curating a showroom, small investments in preservation pay off when items sell for premium prices.

Proper Storage, Packaging, And Climate Considerations

Climate control matters: humidity and temperature fluctuations damage paper, vinyl, and fabric. Store comics and books in acid-free sleeves and boxes: keep figures in original packaging when possible and use silica packs to control moisture. For long-term storage, aim for stable, moderate temperatures and low humidity.

Display Strategies For Collectors And For Ecommerce Photography

Displays should protect while showcasing. Use UV-filtering cases for signed posters and dust-free shelves for vinyl figures. For ecommerce photography, shoot both staged lifestyle images and close-ups of condition details: include measurements and scale references. High-quality visuals improve conversion and reduce questions from buyers.

Insurance, Documentation, And Provenance Tracking

Insure high-value inventory and keep digitized records of COAs, receipts, and photos. A simple inventory management system that tags provenance data makes it easier to verify authenticity during sale and supports claims for insurance or dispute resolution.

Selling, Monetizing, And Promoting Pop Culture Collectibles

Turning a collection into recurring revenue requires platform strategy, listing optimization, and community engagement.

Choosing Platforms: Marketplaces, Your Store, And Niche Sites

Marketplaces (eBay, Etsy, StockX) provide reach and discovery: your own ecommerce store offers brand control and higher margins. Niche marketplaces and forums (comic consignment sites, collector communities) attract serious buyers for premium lots. An omnichannel approach, list flagship items on marketplaces and reserve exclusives for the store, balances traffic and margin.

Pricing, Listing Optimization, And SEO Tips For Higher Visibility

Price with data: use completed sales to set competitive ranges and factor in fees and shipping. Optimize listings with keyword-rich titles, structured bullets, and clear condition notes. For organic search, create content hubs, buying guides, value charts, and trend pieces, that naturally attract backlinks. Link-building campaigns targeting fan blogs, review sites, and pop culture publications increase domain authority and lift product pages in search results.

Building Community, Partnerships, And Repeat Customers

Community fuels collectible sales. Host drop announcements, run loyalty programs, and partner with influencers for unboxing content. Affiliate partnerships and guest posts on niche sites drive targeted referral traffic: agencies focusing on backlink strategy can tailor campaigns that place the seller in front of engaged fan audiences. Repeat customers often buy multiple items, offer bundles, pre-order lists, and restock alerts to capture lifetime value.

Conclusion

Pop culture collectibles combine emotional resonance with monetizable demand, an attractive proposition for ecommerce operators and marketers. Success hinges on sourcing smart, verifying thoroughly, preserving carefully, and promoting strategically. For businesses aiming to scale, investing in SEO, high-quality content, and targeted link-building amplifies reach to dedicated fans and converts interest into profitable sales. With the right systems, inventory controls, authentication processes, and promotional partnerships, collectibles can become a dependable, high-margin pillar of a modern ecommerce portfolio.

By Aduragbemi Omiyale

The 2023 Best Graduating Student of MultiChoice Talent Factory (MTF), Mr Oluwasegun Ogundeyi, is on his way to Italy to attend the New York Film Academy in Florence.

While at the academy, the filmmaker will hone his skills and be exposed to the latest innovations in the creative industry and meet others from across the globe.

His acceptance to the New York Film Academy’s Florence campus reflects not only personal advancement but also the continued success of MTF’s global training pipeline.

Through its partnership-driven approach, MTF continues to create pathways that position African filmmakers for international relevance while keeping their storytelling rooted in authentic local perspectives.

The fully funded scholarship provided by MTF marks a significant milestone in a career already defined by versatility, discipline, and award-winning storytelling.

The scholarship is part of an ongoing partnership between MTF and the New York Film Academy, designed to strengthen global exposure for emerging African filmmakers while building meaningful creative and industry connections between Nollywood and Hollywood.

“Storytelling is connection. It is expression, impact, and community. My mission is to tell African stories that are nuanced, human, and real, stories that remind us of who we are,” Mr Ogundeyi, who is a director, cinematographer, and storyteller, stated.

Since his time at MTF, Mr Ogundeyi has steadily built a portfolio that demonstrates both range and creative leadership. His directorial debut, Her Dark Past, earned top recognition by winning the MTF category at the 2024 Africa Magic Viewers’ Choice Awards (AMVCA), validating the promise he displayed during his training at MTF.

As Director of Photography on the short film Threshold, he contributed to a project that secured selections at both the Ibadan Indie Film Awards and the Malabo International Film Festival 2025.

He directed Bridging Hope, a documentary produced for Drug Aid Africa, demonstrating his ability to craft compelling narratives for social impact.

His commercial work includes directing the Máadán Lipgloss launch campaign, bringing cinematic sensibility to branded content. Currently, his cinematography work on Transparent Boy is in post-production, with festival submissions anticipated.

Beyond individual projects, his MTF experience yielded lasting professional partnerships. In June 2024, he co-founded NINE NINE Productions Limited with a fellow MTF graduate, transforming their collaboration on Threshold into a sustainable creative enterprise.