Kenyan digital creator Youngboy Sido is seeking to legally trademark the viral catchphrase “Ni Mbaya”.
The internet sensation has warned brands, influencers and content creators that using the phrase for commercial gain without his consent could trigger multimillion-shilling lawsuits.
Sido says he is finalising both copyright and trademark applications to secure exclusive rights over the phrase, which has become a staple of Gen Z and youth slang across Kenya.
“Just wait and see, only one person will serve as an example, if you want to use it you won’t believe it,” Sido said during a viral interview online.
He added that anyone who uses it will face consequences, saying they will have to pay him because poverty is the real enemy.
The “Ni mbaya” phrase has evolved beyond a meme into everyday slang, used ironically to describe something either impressively good or intensely bad.
Online reactions to the move were mixed.
@Carlos mwash posed, “Kwani how bad is the situation umeenda to that extent budaah..ni mbaya”.
Sido’s move comes amid similar copyright disputes in Kenya involving popular phrases and commercial use.
Weeks ago, veteran comedian Inspekta Mwala, whose real name is Davis Mwabili, sued Coca-Cola and content creator Awinja over a promotional campaign, seeking Sh163 million in damages.
Mwabili argues that the “ka-mwala” campaign, launched in May 2024, uses material he copyrighted in 2010 and infringes on the name “Mwala,” which he has used since 1994 across radio, television, and advertising.
His lawyer, James Mbugua, told the court that the offending content has gained significant traction on social media through various influencers.
The comedian is seeking court orders to stop Coca-Cola and Awinja from using the name in marketing, block the branding of 300ml bottles under the “Mwala” concept, and compel the company to disclose campaign profits for compensation.