Controversial influencer in the spotlight again
Cyan Boujee, the controversial DJ and social media influencer whose real name is Honour Zuma, has once again sparked outrage — this time for allegedly promoting fake job offers linked to Russia.
A video shared on her Instagram account appeared to advertise opportunities under the “Alabuga Start” programme, a two-year work initiative targeting young African women. However, critics argue that the scheme bears all the hallmarks of a human trafficking operation. The post has since been deleted, but not before drawing widespread backlash online.
One X user fumed:
“You fav Cyan is human trafficking innocent girls to Russia and y’all are quiet about it. Like what do you mean Grade 9 can get you a proper job in Russia?” (see post).
Another wrote bluntly:
“That Alabuga Start program in Russia SA influencers are promoting has all the makings of a human trafficking syndicate.” (see post).
“Red flags slapping us across the face”
The South African Crime and Investigation Unit has already sounded alarm bells about the programme.
“The video clip circulated by a social media influencer, which purports to promote a 2-year long ‘START PROGRAM’ targeting young women in acquiring professional skills and commencing their careers, is currently under investigation,” the Unit said. Read their statement here.
Former DA MP and human rights activist Phumzile van Damme echoed similar concerns:
“It stinks to the highest of heavens. It has all the markers of a human trafficking operation & modern slavery arrangements. Frightening.” (see her post)
In another post, she pointed out the squalid housing facilities tied to the programme:
“Look at the living quarters. It looks like a prison. No high paying job provides accommodation that looks like this. The red flags are practically slapping us across the face. And paying influencers to promote this? Please investigate (media).” (see post)
Influencers under fire
Critics argue that while desperate economic conditions make many South Africans vulnerable to exploitation, influencers like Cyan Boujee worsen the problem by lending credibility to dangerous schemes.
One user (Kitoko) wrote
“I don’t know but I feel like influencers have a social responsibility not to promote harmful things man. I know I’m asking for a lot in this ‘bag chasing’ times but there should be a principle that governs you as an individual.” (see post).
Another, @Oriana_RSA, didn’t mince words:
“How gullible and stupid can one be to be influenced by someone like Cyan Boujee, who has never set foot at any reputable university’s entrance, to go abroad for jobs…. Why isn’t she going there herself, where is her CV?” (see post).
Not her first scandal
This isn’t the first time Cyan Boujee has faced public criticism. From assault allegations to disputes with former associates, she has built a reputation for controversy.
The latest debacle has reignited memories of other influencer endorsement scandals in South Africa, such as Katlego Maboe’s highly publicised fallout — a case that remains a cautionary tale about celebrity accountability.
👉 Read more: Influencer Endorsement Gone Wrong
Government steps In
South Africa’s Department of International Relations and Cooperation has confirmed it is “actively investigating” reports of such recruitment programmes, including Alabuga Start.
While the government has yet to find conclusive evidence of trafficking, experts warn the situation mirrors patterns seen elsewhere on the continent, where vulnerable women were lured abroad with promises of stable jobs only to find themselves working in dangerous Russian drone factories.
👉 Bloomberg: Russia’s Recruitment of South African Women Triggers Investigation
The bigger question
As outrage swirls, South Africans are left grappling with a pressing question: Should influencers be held accountable for the harmful opportunities they promote?
Cyan Boujee has yet to issue a public statement, but her silence may only amplify the criticism — and reinforce growing calls for stronger regulations around influencer marketing.
For now, authorities and activists are urging young women to remain vigilant and verify the legitimacy of job offers before committing to overseas opportunities.
