This market meets every eight days from 5am to 8pm, and is well attended by buyers from neighboring towns and all over Imo State, and Nigeria at large.
Every male child of Umunoha born in Nigeria is required by tradition to be initiated into a masquerade cult at puberty, and become an Otigba as they are called.
The town's creation myth usually, but not always, claims it was founded by a common ancestor, who begat several children to whom he allocated areas on which to settle.
According to tradition, a sort of warlord called Nnoha Okechi with vague Aro ancestry, but certainly a peripatetic individual, migrated from Ozuzu in the present Etche Local Government Area of Rivers State, and settled in Umunoha, having decisively defeated the original Isu settlers, who resisted him fiercely.
From the beginning of the history of Umunoha to the present, the town has been ruled by the royal family of Egbuchulam Chimezie of Okwaraihekuna Obakpu, dating as far back as Colonial time(1800s) when they ruled the Igwebuike Kingdom (A collection of communities in Mbaitoli before the creation of local governments).
The third-generation ruler and leader of the royal family, HRH, Late Christopher Nlemchukwu Egbuchulam, Eze Nnoha II of Umunoha who was buried in November 2018, was once the Surveyor-General of Imo State.
The present heir to the throne, his eldest son Engineer Chukwuma prepared with the rest of the royal family for his coronation in November 2019 to become the fourth-generation traditional ruler.