South African social media influencers, including Cyan Boujee, Seemah, Ghost Hlubi, and Aya Langa, have faced intense scrutiny for promoting the Alabuga Start programme, a Russian job scheme accused of luring young women into exploitative conditions. The programme, targeting women aged 18-22, promised professional training, high salaries, and accommodation but has been flagged as a potential human trafficking operation linked to Russia’s military production.
The Alabuga Start programme, based in Russia’s Alabuga Special Economic Zone in Tatarstan, was marketed as a two-year work-study initiative offering jobs in fields like hospitality. Influencers, reportedly paid between R50,000 and R150,000, shared promotional videos on TikTok and Instagram, showcasing accommodations and claiming participants were treated fairly. Cyan Boujee, whose real name is Honour Zuma, visited Russia in July 2025 and posted a now-deleted video featuring two Ugandan women allegedly enrolled in the programme, lending it credibility.
However, reports surfaced that the programme diverted participants to a drone manufacturing plant supporting Russia’s war efforts in Ukraine. Participants faced long hours (up to 14 daily), low pay, passport confiscation, surveillance, and isolation—conditions meeting human trafficking criteria. The Associated Press reported in October 2024 that women from Central and East Africa were similarly recruited via social media for such factories.
South African authorities, including the Department of International Relations and Cooperation (DIRCO), launched an investigation, warning citizens to verify international job offers through official channels. Clayson Monyela, DIRCO’s Head of Public Diplomacy, highlighted the risks of human trafficking syndicates exploiting South Africa’s high youth unemployment rate, which makes young women particularly vulnerable. The Ministry for Women, Youth and Persons with Disabilities condemned the scheme, stating it is not government-endorsed.
Following public outcry, influencers like Seemah and Aya Langa issued apologies on TikTok, admitting they failed to research the programme thoroughly. Seemah, who visited the Alabuga facility, said everything appeared normal during her trip, with no immediate red flags. Aya Langa expressed regret, stating she would never knowingly endanger lives. Cyan Boujee, in an Instagram post, called the backlash a “huge learning curve,” denying financial motives as she had not been fully paid. She has since deleted her promotional content.
The Russian Embassy in South Africa dismissed the allegations as “unfounded,” citing no evidence of forced labour or rights violations and directing concerns to the Alabuga website for participant feedback. However, critics, including former MP Phumzile Van Damme, argue the programme’s targeting of young women and vague job descriptions align with trafficking patterns.
The South African government continues to urge vigilance and is working to prevent similar incidents, while investigations into the programme’s true nature are ongoing
