Exclusive ‘His Creativity and Personality Can Take Him Places:’ ZuluBoy’s Mom on His SASMA Nomination

Known affectionately as ZuluBoy, he’s already challenging parenting stereotypes and winning hearts with content that ranges from teaching kids maths to sparking debates that make adults stop and think.

With more than 1.5 million followers on TikTok and over 103 000 on Instagram, ZuluBoy’s videos have grown into more than just entertainment. They have become moments of reflection for parents and proof that children’s voices can also challenge long‑held ideas.

Behind the viral clips is ZuluBoy’s mother, Siphe Lujabe, who is determined to keep her son grounded. In this exclusive interview with BabyYumYum, about her starlet son’s SASMA nomination, how their content community began and where she hopes it will take. 

For those who may be discovering ZuluBoy for the first time, who is Lihlumelo Lujabe?

ZuluBoy is curious, funny, energetic and very observant. He loves talking, learning and asking questions and he has this natural ability to make people laugh without even trying. Away from the camera, he is simply Lihlumelo, a curious, energetic little boy who loves to talk, learn and ask questions.

How would you describe his personality away from the camera and social media?

He is different depending on where he is. At home, he is playful and comfortable, but around people he doesn’t know, he can be shy. Once he becomes comfortable, his personality comes out. He is curious and loves being involved in conversations. He questions almost everything, which can be funny because you never know what he will ask next.

How did he become interested in creating content?

We started creating content naturally at home. At first, I wasn’t intentionally producing content; I was simply capturing and sharing moments from our daily life on TikTok. He grew up with my parents and I took him to live with me when he was three. When I began sharing those small moments, people quickly noticed him, especially when he spoke about his grandmother in the videos. One particular clip changed everything. I was wearing a crop top and he asked why I was so slim and whether I wasn’t hungry. It was an innocent question, but viewers found it funny and relatable. That video made him popular on TikTok. That was when I realised there was something unique about the way he communicated. He wasn’t trying to perform; he was simply being himself.

You often co‑create content with him. How did that dynamic between mother and son develop?

It developed naturally because we spend a lot of time together. I understand his personality and he understands mine, even though we’re different. I’m quiet while he questions everything. I don’t try to change that. I allow him to be himself and that is why our content feels authentic.

What kind of content do you enjoy creating together and where do most of the ideas come from?

We enjoy creating content that feels natural, especially educational clips, humorous conversations and everyday situations parents can relate to. When working with brands, they provide a topic and we discuss it in Xhosa so he understands. I then ask him questions and that often leads to his educational videos. For general content, it is usually him showcasing what he knows. Sometimes he will say he wants to ‘teach parents,’ and I let him lead. Many ideas come directly from our conversations, because his questions often spark full discussions.

Some of his videos touch on family life, relationships and everyday situations. How much of what audiences see comes naturally from your conversations at home?

Most of it comes directly from our conversations. I don’t want his content to feel scripted. Sometimes we will talk at home and I will realise it is exactly what parents need to hear. Because he questions everything, our home is full of conversations that can turn into content.

I didn’t expect it to become such a major discussion. For us, it was simply him expressing himself. He looks up to my brother, who has a newborn, a wife and a car. My brother is also a teacher, so he is one of ZuluBoy’s role models. ZuluBoy wanted to use his toy cars to take his baby dolls to school, just like his uncle does. That is how the conversation started. Seeing people connect that innocent moment to fatherhood and empathy made me realise how powerful children’s voices can be. They can challenge the way adults think without even knowing it.

Has creating content changed the way you and ZuluBoy communicate or understand each other as mother and son?

Yes. It has made me listen to him differently. When you create content with a child, you realise how much they observe and understand. It has opened more opportunities for us to talk about different things and to see the world through his perspective. Sometimes he teaches me without even realising it.

At just five years old, how do you make sure that content creation remains fun for him and doesn’t feel like a responsibility?

His childhood comes first. If he doesn’t feel like filming, we don’t film. I never force him. Sometimes he even asks me not to post a video and I respect that. I want him to enjoy the process and not feel pressured to perform.

How do you balance his life as a child with the attention that comes with having a growing online audience?

I keep clear boundaries between his online life and his real life. School, play and family time are priorities. The audience sees only a small fraction of his day, so I make sure he grows up without the pressure to constantly entertain people.

What has the support from his followers meant to you and your family?

It means a lot. People have watched him grow and supported him as a child, not just as a content creator. Parents often send messages saying something he said helped them or made them think differently. Those messages remind me of why we started.

When you saw that ZuluBoy had been nominated for Kids Influencer of the Year at the SASMAs, what was your immediate reaction?

I was proud. As a mother, seeing your child recognised for something he enjoys is a beautiful feeling. We never started this journey thinking about awards, so the nomination was a special moment for both of us.

What would winning the award mean to ZuluBoy and what do you hope this nomination means for other young South African creators and their families?

It would show him that his creativity and personality can take him far. For other families, I hope it proves that children from ordinary backgrounds can have big dreams and opportunities. We come from the villages of the Eastern Cape and I want parents to see that potential can be discovered anywhere.

I want him to experience as much as possible, attending events, meeting other creators, and learning about the industry. Most importantly, I want him to grow into whatever he chooses to become. Content creation is part of his journey, but I don’t want to limit him to that.

What message do you have for parents raising children who show creativity or confidence at a young age?

As parents, when we see creativity or confidence in our children at a young age, let’s nurture it, not pressure it. Give them space to explore, make mistakes and be themselves. You never know where that little spark might take them.