A new wave of young entrepreneurs in Sudan is overcoming economic challenges and the hardships of war, breaking barriers, and transforming industries. As the conflict has forced many to flee, it has also brought international recognition to Sudanese innovators and their resilience. Despite these difficulties, these young leaders seize opportunities, build impactful businesses, and drive change. From tech and finance to agriculture and fashion, they are creating jobs and shaping the future of Sudan’s economy. Meet five remarkable entrepreneurs who are proving that success knows no limits.
Number 5: Ahmed Tarig aka Tee
Ahmed Tarig Sir Elkhatim, better known as Tee, is the visionary behind the Tee Project, a unique and rapidly growing brand that merges fashion, media, and storytelling into a singular identity. As the son of Tarig Sir Elkhatim, a figure once involved in Sudan’s political landscape, Tee has carved his distinct path, establishing himself as one of Sudan’s most intriguing media personalities. His brand is instantly recognizable, not just for its creative direction but for the signature mask that conceals his face—an artistic statement symbolizing mystery, rebellion, and the idea that the audience should lead. This mask has become an iconic part of his identity, reinforcing his brand’s exclusivity and intrigue.
His philosophy revolves around the belief that audiences should lead rather than follow, allowing organic engagement to shape the direction of his content. This approach has fueled the success of his series documenting his journey on Instagram, where he merges art, culture, and personal storytelling into a compelling narrative. His mask, a defining feature of his brand, serves as both a creative statement and a symbol of his commitment to shifting the focus away from personality and toward artistic impact.
Beyond his media presence, Tee has demonstrated impressive entrepreneurial instincts, turning his movement into a brand with commercial appeal. The Tee Project extends beyond content creation, incorporating fashion, merchandise, and collaborations with major brands. His ability to blend artistic innovation with business strategy has positioned him as a leading creative force in Sudan.
However, his rise has not been without challenges. Critics argue that his reliance on digital media makes his brand vulnerable to shifting trends. Others point out that while his masked persona adds intrigue, it also limits personal connection, making it harder to establish long-term brand loyalty. Furthermore, his unconventional approach to media and business has sparked debates about the sustainability of his model in a rapidly changing market.
Despite these criticisms, Tee remains an influential and forward-thinking figure whose impact on Sudanese media and culture continues to grow. His ability to adapt and evolve will determine whether he cements his legacy as a true industry leader or remains a niche phenomenon.
Number 4: Noon aka La banana
La Banana is rapidly emerging as a key player in Sudan’s hair care industry, turning a passion for beauty and self-care into a growing business. Coming from a background where access to high-quality hair care products was often limited, she recognized a major gap in the market. Determined to create solutions tailored specifically to Sudanese hair types, she started her brand from scratch—without funding, formal business training, or industry connections.
With nothing but dedication and vision, she converted her grandparents’ home into a makeshift lab, where she spent months experimenting with natural ingredients to develop hair care products that worked. Her hands-on approach and commitment to quality quickly gained attention, attracting a loyal customer base eager for locally made, effective solutions. What began as a small, home-based operation soon evolved into a movement, as more Sudanese women embraced her brand as an alternative to expensive and often unsuitable imported products.
La Banana’s success reflects her resilience and deep understanding of the market. By blending traditional hair care practices with modern formulations, she has positioned herself as a pioneer in Sudan’s growing beauty industry. However, for her business to reach its full potential, strategic investment, effective marketing, and scalable production are crucial. With the right support and expansion strategy, her brand could not only dominate the local market but also grow beyond Sudan’s borders, setting a new standard for African hair care.
One of La Banana’s biggest challenges is her struggle to expand beyond her initial audience, a problem that has only intensified after many people fled Sudan due to the war. The instability disrupted her production and supply chains, limiting her ability to scale her business or reach new markets. Without a stable base of operations, maintaining consistent product availability has become increasingly difficult. Additionally, her brand’s reliance on local word-of-mouth marketing, while initially effective, has made it harder to break into larger regional or international markets. Without significant investment and a strong digital presence, sustaining growth outside Sudan remains an uphill battle.
Her journey is a testament to innovation and perseverance. As the demand for natural, locally made beauty products continues to rise, La Banana stands at the forefront of a new era in Sudanese hair care.
Number 3:Maha Jaafar
Maha Jaafar, also known as Maha AJ, is a Sudanese-Iraqi dentist turned social media influencer and comedian. She is recognized for her efforts in promoting cultural diversity and unity within the Arab world. Born in 1994, she grew up in the United Arab Emirates, embracing both her Sudanese and Iraqi heritage.
Her journey into content creation began in 2016 with a comedic video impersonating various Arabic dialects, which garnered over 1.7 million views. This initial success led her to produce more content that highlights the rich cultural diversity of Arab countries, using humor to bridge cultural gaps and challenge stereotypes.
Maha Jaafar has the potential to become the new face of Sudanese media, using her platform to bridge cultural gaps and promote social change. A Sudanese-Iraqi content creator, she rose to fame through her comedic videos impersonating various Arabic dialects, quickly gaining millions of views. Her ability to highlight cultural diversity while fostering unity has positioned her as a leading voice in digital media. Beyond entertainment, she has leveraged her influence for humanitarian work, serving as UNICEF Sudan’s National Ambassador for Children’s Rights and advocating for education, health, and child protection.
Her entrepreneurial journey extends beyond content creation, as she strategically utilizes her growing influence to push for social impact while maintaining commercial viability. Selected as an Ambassador for YouTube’s Creators for Change in 2018, she has used her platform to challenge stereotypes and promote understanding among diverse communities. Her video Salimmik – A Love Letter to Sudan gained millions of views, further cementing her role in shaping Sudan’s modern digital identity.
Despite her success, Maha Jaafar faces several challenges that could impact her long-term growth. Her brand relies heavily on digital media and social platforms, making her vulnerable to algorithm changes and audience shifts. Additionally, while her content resonates with a broad audience, her focus on cultural dialogue and social impact may limit her expansion into more commercial ventures. Balancing her online influence with sustainable business strategies remains a key challenge. Moreover, her diverse background and strong opinions can sometimes attract criticism, requiring her to navigate public perception carefully while staying true to her vision.
Looking ahead, Maha’s ability to adapt and expand her reach will determine her long-term success. With a loyal following and a growing reputation in digital media, she has the potential to transition into larger-scale projects, such as television, film, or brand partnerships that align with her mission. If she continues to evolve while maintaining her core values, she could redefine how Sudanese voices are represented in global media, paving the way for future creators to make an impact beyond social platforms.
Number 2:Dr. Abdelrahman Suliman
A rising yet highly mysterious figure in Sudan’s business scene, Dr. Abdelrahman Suliman is gaining attention for his unique approach to linking the crop export industry, pharmaceutical sector, and healthcare system into a unified strategy. He is the mastermind behind a groundbreaking strategy that directly links Sudan’s crop exporting industry with the pharmaceutical and healthcare sectors, creating an interconnected economic model that maximizes efficiency and drives growth across these industries.
Despite his growing influence, very little is publicly known about him, as he deliberately maintains a low profile with almost absent media coverage. Most information about him comes from bankers and funders who have reviewed his business proposals, reflecting his deep understanding of financial structures and investment strategies. His strong relationships with financial institutions have allowed him to secure crucial connections, reinforcing his influence and expanding his reach in the business world.
Born into power, Dr. Abdelrahman is the son of Mr. Mohamed Suliman, the influential tycoon behind Elnoubi Group and a major figure in the Sudanese Chamber of Commerce. Under his father’s guidance, he was molded into a business strategist, learning the intricacies of the trade from an early age.
However, records state that his highly skilled and dedicated team plays a crucial role in driving his vision forward. Dr. Jehad Safwat is a key figure in bridging the medical and business sectors, making him instrumental in the integration strategy. Dr. Muhallab Hatim, known for his adaptability and sharp problem-solving skills, seamlessly handles diverse responsibilities across industries, proving a vital asset in executing complex operations. Dr. Ahmed Mukhtar, a brilliant financial strategist, ensures the group’s sustainability through meticulous risk assessment and planning.
Despite his potential, insiders reveal that he faces significant challenges. His young age and frequency of shifting between professions raise concerns about his long-term commitments with potential partnerships. Additionally, he attempts to execute large-scale operations with a team that is too small to handle such demands, stretching resources thin and causing operational delays. Their understaffed workforce limits the ability to expand effectively, adding to the complexity of managing multiple industries. As a result, these inconveniences have delayed the official launch of their company, attracting keen interest from prominent businessmen looking to invest. If they can overcome these obstacles and refine their approach, they have the potential to cement themselves as one of Sudan’s most influential business figures.
Number 1: Mr. Salim Ismail
Salim Ismail, the recently appointed COO of MIG (Mohamed Ismail Group), is at the forefront of Sudan’s corporate landscape. A highly academically prepared leader, he is determined to modernize the company’s management structure, making it more efficient and adaptable to global business standards. Under his leadership, MIG is transforming strategically, shifting from traditional operations to a more streamlined, performance-driven model that aligns with international best practices.
MIG itself is a powerhouse conglomerate, with interests spanning multiple sectors, including construction, real estate, manufacturing, and finance. The group has long been a dominant force in Sudan’s economy, leveraging its vast network and resources to maintain a competitive edge. Salim’s vision for the company includes expansion, innovation, and stronger global partnerships, ensuring that MIG remains a main player in Sudan’s economic future.
The company’s influence extends far beyond Sudan, with branches and franchises operating in multiple countries. MIG has successfully established a presence in regional and international markets, solidifying its reputation as a global player. Through its subsidiaries and strategic partnerships, the group controls key assets in industries ranging from infrastructure development to high-end manufacturing, positioning itself as a leading force in the corporate world. This extensive reach allows MIG to maintain a steady flow of investments and opportunities, further strengthening its economic footprint.
Salim comes from a lineage of influential business figures. He is the son of Mohamed Ismail and the nephew of Albadri Ismail—both pivotal in establishing MIG as a dominant force in Sudan’s economy. With this legacy comes high expectations, but he has already showcased his capability to lead with a strategic and modern approach, positioning the company for sustained growth in an ever-evolving market.
Unlike others on this list, Salim operates on a much larger scale, dealing with multimillion-dollar industries and overseeing a workforce of over 1,500 employees, as highlighted by MIG’s official reports. His ability to maintain and grow such a vast empire puts him in a far superior league, solidifying his position as the number one entrepreneur to watch in Sudan.
