Coca-Cola Europacific Partners (CCEP) is backing one of the longest-running cultural show in the Highlands Region, the Goroka Show. This year will see the Goroka Show’s 67th Edition, which will run from the 15th to the 17th of September in Eastern Highlands Province and it is expected to draw more than 10 000 people, including numerous tourists, as it coincides with the country’s Independence Day Celebrations. CCEP’s Commercial Director Tim Solly expressed that they were happy to be the platinum sponsors of the Goroka Show, as a non-alcoholic beverage partner. “Coca-Cola is delighted to be associated with the various cultures and traditions that make up Papua New Guinea; and in that respect; we are proud to be a part of this cultural occasion to promote the diverse cultures from the people of Eastern Highlands province and the surrounding provinces.” He also commended the Show’s committee for continuing to host a successful event year in and year out, that has become a drawcard for visitors, both local and international. “Such a great achievement for the show committee, the provincial government and the people of Eastern Highlands for their commitment by upholding their cultural heritage over the last 66 years.” Goroka Show Chairlady Keryn Hargreaves said such a platinum sponsorship from CCEP allows them to host a grand show, with more than 50 cultural groups expected to converge on and perform at the National Sports Institute. “We are excited about our partnership and anticipate huge crowds over the three-day show with the culture of Eastern Highlands taking centre stage during this time.” The Goroka Show came about in the 1950s with the initial purpose to prevent tribal wars and foster peace with culture, by sharing customs and traditional experiences with both international and domestic travelers. During the three-day event, the tribes will gather for music, dancing, and showing off extraordinary displays of tribal rituals; a display that Coca-Cola and its Bottler, CCEP have been inter-twined in as well as the very fabric of PNG’s culture since 1904. Coca-Cola was also naming rights sponsor to last month’s National Mask & Warwagira Festival held in Kokopo, East New Britain as well as being the Diamond sponsor to the recent Enga Cultural Show.