Are brands and businesses more readily accepted outside their country of origin?

In November 2016, the Founder Of The Year Awards (FOYA) set out on a mission to recognize and reward young entrepreneurs across Africa, with a belief in the transformative power of entrepreneurship to drive economic success. With a vision to see 50% of students launching businesses in their first year, FOYA aimed to create abundant job opportunities and inspire the next generation of entrepreneurs. Over the years, FOYA has evolved and expanded its reach, demonstrating limitless impact in fostering entrepreneurship and innovation.

From its humble beginnings in Kenya, FOYA has experienced remarkable growth and success. Initially launching with just four categories, FOYA quickly expanded to six categories in 2018, and further to 12 categories by 2020. The introduction of categories such as Under 30 and Over 30, coupled with expansions into Uganda, Tanzania, and Rwanda, solidified FOYA's presence and impact in the East African region.

However, it was in 2021 that FOYA truly showcased its potential for growth beyond borders. Expanding into South Africa, Ghana, Nigeria, and Zambia, FOYA captured the attention of entrepreneurs and businesses across the continent, marking its footprint in eight African countries. The introduction of FOYA Regions in 2023 further emphasized FOYA's commitment to regional inclusivity and engagement, with distinct regions catering to the diverse entrepreneurial landscapes across Africa.

In 2024, FOYA took another monumental step forward with the introduction of the FOYA Southern Africa Region. Encompassing five countries from Southern Africa – South Africa, Zambia, Malawi, Botswana, and Zimbabwe – FOYA Southern Africa emerged as a beacon of success, showcasing the limitless potential for entrepreneurship in the region.

The success of FOYA Southern Africa, particularly in comparison to events held in Kenya, prompts a thought-provoking question:

Are brands and businesses more readily accepted outside their country of origin? The undeniable success of FOYA in regions beyond Kenya suggests that there may indeed be opportunities for greater acceptance and success in new markets. As we reflect on the growth and impact of FOYA, we are reminded of the valuable lesson that embracing diversity and exploring new horizons can lead to unparalleled growth and success.

The evolution of FOYA from a local initiative in Kenya to a pan-African phenomenon highlights the transformative power of entrepreneurship and innovation. As FOYA continues to break barriers and expand its reach, it serves as a testament to the boundless opportunities that exist for young entrepreneurs across Africa and beyond.