Migration is a fundamental part of human existence and Nigeria’s brain drain is nothing new. However, this study identified the “Japa” phenomenon as the depth of migration trends with Nigerians of all ages pursuing opportunities abroad. Thus, this study explores the evolution of migration in Nigeria, focusing on cultural influences and social media-driven diaspora narratives as key factors, beyond traditional economic reasons, driving the emigration of Nigerian youth. Next, this study investigated the role and governmental measures that (exacerbated) played a part in the large-scale departure of youth from Nigeria. Using existing literature, established patterns and gaps were identified in the migration study of Nigeria. This paper employed qualitative interviews with four Nigerians youths residing in South Korea by exploring personal stories to understand how cultural factors and social media shape their migration decisions. In addition, Instagram, Twitter (X), and TikTok content from 2019 to 2023 were analysed to discern themes contributing to a diaspora narrative encouraging emigration. Findings revealed that “Japa” represents a new dimension of migration in Nigeria. This new dimension is driven by a complex mix of socio-economic constraints, disillusionment, cultural influences and diaspora narrative propagated through social media, all shaping the migration decisions of Nigerian youth. Keywords: Japa, Youth, Emigration, Brain Drain, Social Media, Diaspora Narrative, Cultural Influences
