As South African companies plan their year-end functions and corporate gatherings, one question stands out: how do you create an experience that feels fresh, relevant and memorable?
Traditional entertainment has its place, but audiences today are hungry for more. They don’t just want to be entertained. They want to feel inspired, connected, and part of something bigger. That’s where mindful entertainment comes in. And no one delivers it better than Larry Soffer, Africa’s leading mentalist. He is transforming traditional performances into experiences that are as meaningful as they are magical.
Why audiences are demanding more
Corporate events are bouncing back in a big way. Recent industry reports show 56.8% of organisers saw growth in in-person B2B events last year, with 65.8% planning to maintain or increase in-person events in 2025. Additionally, 75% of attendees prefer hands-on, interactive experiences, while 80% trust live events more than any other source of information.
The message is clear: generic entertainment is out. Experiences with depth, connection, and personal impact are in.
Larry Soffer is known for his style of performance that blends mentalism, mind-reading, metal bending, and telekinesis with humour, storytelling, and subtle corporate messaging. The result? Experiences that amaze audiences, reinforce company values, spark collaboration and inspire belief in what is possible. “Mindful entertainment isn’t just about creating amazement but about creating meaning,” says Larry. “When people witness something they thought was impossible, it becomes a metaphor for their own potential.”
From intimate boardrooms to arenas filled with 6,000 people, Larry Soffer has performed for global corporations, celebrities, and international dignitaries, 27 years of magic with meaning. What makes his performances unforgettable is their personal impact: a spoon bending in a guest’s hand, a broken watch ticking, a private thought revealed in front of colleagues.
“Even in a packed arena, it’s important that every person, especially those furthest away, feels seen,” Larry explains. “That sense of ‘this is happening to me right now’ is what people carry with them, creating lasting impact.”
Entertainment aligned with business strategy
South Africa’s corporate events sector is growing rapidly, fuelled by tourism, corporate investment, and a renewed focus on employee engagement. But expectations are higher than ever. Companies want ROI from every event. They want measurable outcomes, not just applause.
That’s exactly what mindful entertainment delivers:
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Reinforces leadership messages and company culture.
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Boosts team energy and morale.
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Stimulates creativity and collaboration.
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Leaves employees and clients inspired long after the event.
“When you book entertainment, you’re not just buying a show,” Larry explains. “You’re investing in culture, team spirit, and momentum that carries back into the workplace.”
The future of corporate events
One-size-fits-all entertainment is fading. The future is personalised, interactive, and hybrid-ready. Companies want curated experiences that reflect their brand, inspire their teams, and engage audiences both in-person and online.
Mindful entertainment sits at the centre of this shift – bridging awe, connection, and strategy. In 2025 and beyond, corporate entertainment won’t just be filling time, it will be about shaping culture, inspiring people, and delivering lasting impact.
“Don’t just book entertainment this year. Instead, curate experiences that align with your goals,” he advises. “When people feel something, that’s when the real memorable experiences happen.”
AxelRoad
Richard Maponya studied to be a teacher but couldn\’t find work, so he became a stock taker at a clothing manufacturer. His manager sold him soiled clothing and offcuts, which he resold. He made enough capital to open a clothing retailer. In the early 1950\’s Maponya and his wife established the Dube Hygienic Dairy, which delivered milk to customers daily. By the 1970\’s his clothing empire had grown enough for him to branch into other areas, including: general stores, car dealerships and filling stations. In 2007, Maponya Mall in Soweto was opened, one of the largest shopping centres in the country. He continued to focus on Soweto\’s growth by establishing Maponya Motor City, which included a Volkswagen and Toyota dealership.