South African influencer Cyan Boujee, whose real name is Honour Zuma, has apologised for promoting a controversial job scheme in Russia after her videos triggered a government warning about human trafficking and unverified overseas work.
The 24-year-old deleted the clips and told her 902,000 Instagram followers that the backlash was a “huge learning curve” for her and other creators. “Immediately when I saw the comments… I knew this is not something I stand with,” she said, adding: “I didn’t care about the money. I apologise and this will not be repeated.”
Boujee’s posts, including a TikTok video filmed in Tatarstan where she has 1.7 million followers, advertised a two-year “start programme” for women aged 18–22 that promised jobs, Russian-language training and a “fresh new start,” without specifying the professions.
Authorities have launched an investigation. Deputy Justice Minister Andries Nel urged the public to verify any offers through official channels, warning that “so-called opportunities” are often linked to labour exploitation and trafficking.
A report published in May by the Global Initiative Against Transnational Organized Crime said recruits for the Tatarstan “start” programme were enticed under false pretences about the nature of the work and conditions, with the objective of supporting a drone-production programme. Most, it said, worked directly in drone manufacturing, while others were employed as cleaners and caterers.
There have also been allegations that some South Africans recruited to Tatarstan ended up in weapons factories producing drones used in Russia’s war in Ukraine. One of the main recruiters has been identified as a special economic zone in the region.
The videos sparked a social-media backlash and a petition urging influencers to use their platforms to raise awareness about the risks and signs of trafficking.
