The Side Hustle Economy: How Kampala’s Gen Z is Redefining Urban Work
Big Kampala Story.
Kampala, Gen Z, side hustle, mivumba, boda boda, TikTok Uganda, urban youth
A City Built on Hustle
On a Saturday morning in Owino Market, the air is buzzing with energy. Piles of mivumba (secondhand clothes) are tossed in the air as young women livestream their thrift finds on TikTok. Just a few stalls down, a boda-boda rider pulls up, balancing parcels for delivery, his smartphone buzzing with WhatsApp orders.
This is Kampala’s new economy—the side hustle revolution. For a city where formal jobs are scarce and youth unemployment rates hover above 60%, hustling isn’t optional. It’s survival. And it’s redefining what work means for a generation raised on smartphones, social media, and endless ambition.
Why Side Hustles? The Numbers Behind the Hustle
According to the Uganda Bureau of Statistics, the majority of youth in Kampala survive in the informal sector. Many juggle two or three hustles just to stay afloat. Formal jobs are limited, yet the cost of living keeps rising.
Globally, the “gig economy” is often about choice and flexibility. In Kampala, it’s both necessity and creativity. Young people aren’t waiting for jobs—they’re making them.
“If you wait for a job in Uganda, you’ll wait forever. Hustling is our job.” – Brian, 26, boda-boda rider and mobile money operator
The Faces of Kampala’s Hustle
The Thrift Queens of Owino
Sharon, 23, started as a stall assistant in Owino Market. Today, she runs her own mini-business selling thrift denim. Her TikTok live streams attract hundreds of viewers, and clients from Ntinda to Masaka buy directly through her Instagram page.
“I earn more from my phone than I ever did from a stall. My followers are my customers.” – Sharon
The Boda Rider Entrepreneurs
Brian, 26, rides a boda during the day, but he also runs a mobile money kiosk at night. “One hustle feeds the other,” he explains. His dream is to launch a small courier company.
The Digital Creators
From comedy skits in Wandegeya to makeup tutorials in Kisaasi, Kampala’s TikTok stars are redefining influence. Lydia, 22, began posting dance videos during lockdown. Today, she earns from brand deals and emceeing gigs.
Street Food as Startup Culture
In Wandegeya, Rolex stalls have gone digital. Vendors take WhatsApp orders, and boda riders deliver Rolex wraps to students in Makerere hostels. What started as street food is now a delivery-based micro-business.
“We used to wait for customers. Now we deliver to them. That’s how you survive in Kampala.” – Musa, 24, Rolex vendor
The Double-Edged Sword of Hustling
Hustling brings income and independence, but it also comes with challenges:
Lack of security: No contracts, no benefits.
Exploitation: Young workers face harassment, especially women in markets or online spaces.
Burnout: Many juggle 16-hour days between multiple hustles.
Yet, most youth say they’d rather hustle than sit idle. The city has made them resilient, resourceful, and relentless.
Kampala in the Global Hustle Map
From Nairobi’s digital gig workers to Lagos street traders, Africa’s cities are powered by youth hustles. Kampala is no different. The city’s side hustle culture mirrors global trends but also has its own flavor: thrift fashion, Rolex food culture, boda deliveries, and Lugaflow-inspired TikTok content.
“Kampala is one big marketplace. The hustle never sleeps.” – Dr. Sarah Nantongo, urban sociologist, Makerere University
Hustle as Identity
For Kampala’s Gen Z, hustling isn’t just about survival—it’s identity, freedom, and hope. The side hustle economy is the beating heart of the city, from Owino to Ntinda, Wandegeya to Katwe.
The future of work in Kampala may not look like glass offices and fixed contracts. It looks like thrift stalls, delivery bodas, viral TikToks, and street food startups. And in this hustle, Kampala’s youth are not just surviving—they’re rewriting what success means.
