Languages Localisation Marketing translation
How a Gangster Pope and a Gritty Bus Scene Are Shaping Language in Kenya
Hop onto a bus in Nairobi and you might find yourself face to face with a machine gun-toting nun, a gangster Pope Francis, or Kratos from God of War. No, it’s not a fever dream. It’s just a regular day on one of Kenya’s manyangas — the wildly decorated minibuses that dominate the city’s public transport network.
These vibrant buses are more than just moving murals. They’re cultural powerhouses, influencing fashion, music, politics and language. At the heart of it all? A fast-evolving street slang known as Sheng.
What Is Sheng?
Sheng is a mash-up of English, Swahili, and regional dialects like Kikuyu and Luhya. It began in Nairobi’s Eastlands neighbourhood as a way for young people to communicate privately, blending linguistic fragments into something uniquely theirs.
Over the decades, it’s grown from underground street speak to a full-blown cultural force and the manyangas have played a surprisingly key role in that journey.
The Donda Effect
Each manyanga has a crew, and at the centre of that crew is the donda, the conductor. Dondas are streetwise style icons, often decked out in silver-capped teeth, slick trainers, and local slang.
But they’re not just taking fares. They’re curating culture. Dondas invent new words on the fly to communicate discreetly with drivers, respond to passengers, or just show off their wit. And thanks to the sheer volume of people using matatus every day, those words spread fast.
Linguists estimate that a new Sheng word can take as little as two days to travel from a donda’s lips to the rest of Nairobi and beyond.
Moving Messages: How Language Travels
The impact of Sheng extends well outside the bus. In recent years:
- The Kenyan government has used Sheng in public health and voter engagement campaigns.
- Advertisers have embraced Sheng to connect with younger audiences.
- Pop culture (music, comedy, memes) has carried Sheng to Tanzania, Uganda and across diaspora communities online.
As Sheng adapts to new platforms and places, it’s no longer just a language of rebellion. It’s a language of influence.
Why This Matters to Translation
Languages like Sheng challenge conventional translation. They evolve quickly, thrive on creativity, and defy standardisation. That’s exactly why they matter.
For translators and brands alike, understanding the cultural flow of language, not just grammar, is crucial. It’s how we avoid sounding robotic, tone-deaf, or worse, outdated.
At Brightlines, we don’t just translate words. We translate meaning, culture, and intent. Whether it’s a website or a social campaign, we work with linguists who live and breathe the local dialects, cultural codes and emerging slang.
What Can Brands Learn from Sheng?
- Language is never static. Keep an eye on how your audience speaks today and not five years ago.
- Cultural currency matters. The right phrase in the right context can make your brand feel instantly more relatable.
- Humour, rhythm and tone are just as important as accuracy.
- Local voices lead the way. Authenticity comes from within, not above.
So next time you see a gangster Pope plastered on the side of a bus, remember: it’s not just cool design. It’s part of a much bigger conversation about how language lives, moves and evolves.
Translation isn’t just about getting from A to B. It’s about understanding the road.
If you need a guide for the road, contact us here or if you know what you want get a quote here
Read more here
CNN – Matatus – Nairobi’s loud, vibrant minibuses – face an uncertain road
Sheng: Shaping Kenya’s identity
