Who We Are
The Top 16 Youth-Owned Brands Awards (YOBA) is Africa’s gold standard for recognising and celebrating youth entrepreneurship excellence. Established in 2022 by Pat Mahlangu, founder of Pat on Brands and Lerato Agency, YOBA was born from a simple but powerful belief: that youth-owned brands deserve to be seen, celebrated, and taken seriously.
What started as an awards ceremony has evolved into a movement that champions youth-owned brands across industries, profiling emerging entrepreneurs, creating visibility for small businesses, and positioning young brand builders as vital contributors to Africa’s economic future.
"As much as we celebrate young people's brands, I would like for you to recognize the fact that young people are not sitting folding their hands, they are actually knocking on doors and creating amazing brands that help our economy grow."
— Pat Mahlangu
Founder of Pat on Brands & Lerato
Why top 16 YOBA Exists
In a time when youth unemployment in South Africa sits at a staggering 46%—among the highest globally—YOBA recognises the young people who are creating jobs, driving innovation, and making a tangible difference.We acknowledge that young people are not only contributing to Africa’s economy but to the overall image and narrative of the continent. Through our platform, we:
Celebrate young founders building businesses with purpose, creativity, and impact
Create visibility for youth-led brands across 16 exciting categories
Connect entrepreneurs to commercial opportunities, sponsors, and partners
Encourage more young people to see entrepreneurship as a meaningful path toward economic participation
Shape how corporates, policymakers, and investors support youth-led businesses.
Our Mission
To be The Gold Standard of Youth Excellence in Africa by:
✓ Recognising and awarding the most outstanding youth-owned brands across the continent
✓ Telling the stories of young entrepreneurs who are reshaping industries
✓ Building bridges between youth entrepreneurs and growth opportunities
✓ Advocating for policies and partnerships that enable youth business success
✓ Inspiring the next generation of African brand builders
What We Celebrate
The YOBAs celebrate youth-owned brands across 16 exciting categories, each representing a sector where young Africans are driving innovation and excellence:
What we achieved
5 Years Strong
Celebrating youth excellence from 2022 to 2026, marking a major milestone in African youth entrepreneurship.
64 Finalists
Top 64 finalists compete annually for the ultimate recognition of youth-owned brand excellence.
100s of Brands
Hundreds of youth-owned brands profiled, awarded, and given visibility across the continent.
Strategic Partners
Partnerships with MTN Pulse, W&RSETA, and Context Africa to empower young entrepreneurs.
16 Categories
Diverse industries represented, from Creative & Arts to Manufacturing, showcasing Africa's innovation.
Research & Insights
Landmark 2025 research with Context Africa to strengthen South Africa's youth entrepreneurship ecosystem.