The hustle is on, and it’s louder, bigger and more empowering than ever. MTN Pulse Youth Hustle Hub is back for a second year and it’s dishing out R1 million in cash prizes to South Africa’s fiercest young entrepreneurs.
Aimed at hustlers aged 18 to 25, the 2025 edition doesn’t just celebrate entrepreneurship it invests in it, with R100,000 up for grabs for the ultimate winner, and R30,000 each for 29 other rising stars. That’s not all spot prizes and next-level mentorship are part of the package too.
To enter, hopefuls need to upload a 60-second video of their hustle to social media, tagging @MTNza and using the hashtags #MTNPulse and #MTNYouthHustleHub2025. But the cash is just the beginning.
The top 30 selected finalists will be flown to Johannesburg for an intense, week-long business bootcamp. From pitch training to deep-dive strategy sessions, this incubation experience will fine-tune their operations and unlock their true growth potential. With guidance from top-tier mentors and business minds, each hustler will emerge sharper, smarter and ready to scale.
At the end of the programme, participants will pitch their polished business plans to a panel of experts and one will walk away as the crowned MTN Youth Hustle Hub Entrepreneur of the Year.
But MTN Pulse is making sure the impact doesn’t stop at the top 30. The public will get access to free entrepreneurial content, including webinars, podcasts and expert guides helping thousands more level up their game, no matter where they are in their hustle journey.
“We’re not just building businesses. We’re building a movement,” said Seun Soladoye, GM: Consumer Prepaid at MTN South Africa. “From the photographers to the models to our Class of 2024 alumni every part of this campaign is created by young people, for young people. This is about ownership, visibility and real growth.”
Last year’s winner, Thokozani Sibeko of Thee Light Bakery, expanded his business and opened a new branch with his winnings a powerful testament to what happens when young entrepreneurs are backed with belief and capital.
“Seeing our 2024 alumni thriving opening shops, hiring staff, scaling it reminds us why MTN created this platform in the first place,” Soladoye added. “Because youth empowerment isn’t a campaign. It’s a commitment.” Entries are now open.
