Enjaii, as literally translated ‘enjoy’, conveys a feeling of well-being, joy and ecstasy, so characteristic of the Ivorian people. Enjaii comes from the word “enjaillement”, a concept and lifestyle invented in Ivory Coast in the 1980s  that invites people to enjoy life regardless of social or financial status  nor circumstances because the most important thing is inner happiness. The concept became so popular in Ivory Coast that ‘enjaillement’ recenty entered the French dictionary and Abidjan, the capital of Ivory Coast was baptized “ Abidjan la joie” meaning, Abidjan the capital of joy.

Enjaii as a brand represents this concept and wish to spread the Ivorian happiness and love in the Nordic countries and around the world,  and contribute to make the world a better place to be.