Matatu culture: Loud, proud and unapologetically Kenyan
By Adalla Allan, July 26, 2025If you’ve spent any time in Nairobi, you know a matatu isn’t just a way to get around. It’s a full experience.
For years, Kenya’s matatus have defined what it means to mix transport with music, fashion, art, and youth energy.
With the arrival of Mood —the latest nganya in town— the matatu culture is catching new fire, and it’s coming from an unexpected direction.
Owned by President William Ruto’s son, George Ruto, Mood has been the talk of the streets in the last few days. But this isn’t just about the customised flashy Isuzu NQR with neon lights and booming speakers.
It’s about how matatus, especially in routes such as Embakasi, where Mood operates, have become the heart of urban creativity, and why the Kenyan Gen Zs are once again paying attention.
Embakasi’s route 33 has always been a corridor famous for some of the boldest and baddest matatus ever built, similar to Ongata Rongai’s route 125, the same route that gave us legendary rides such as Wawenka, Transformer, and Circus.
On this route, being just “a matatu” isn’t enough. To stand out, you need attitude, style, and a loyal fan base.
Right now, Rongai is still boasting of stylish matatus, including Moxie, Ferrari and Baba Yaga. And Mood, an addition to Embakasi famous as Embapesa, has all that —and then some, like Moneyfest and Matrix, all the trio owned by George.
From the outside, Mood is a rolling piece of art, covered in crisp, custom graffiti that pops in traffic. Inside, it’s a whole vibe — with spacious bucket seats carrying 25 passengers, LED screens, loud sound systems, and even a DJ console on the dashboard, which makes it the first matatu to ever evolve in that style.
To ride in it feels like you’re part of a music video, and you only pay Ksh100 like any other matatu. And for many Nairobi youth, that feeling is priceless.
Matatu as business
But Mood isn’t just going viral for its looks. It has also got people asking deeper questions about matatus as a business.
For a long time, owning a matatu was seen as a messy, risky hustle. But Mood’s arrival, backed by a high-profile name like George Ruto, is shifting that view.
With proper investment, the right crew, and creativity, a single matatu can earn between Ksh10,000 and Ksh15,000 per day.
Over a month, that adds up to a colossal amount, even after paying the crew and handling maintenance.
But does it return the investments for these matatus that cost Ksh2 million only on sound?
For young Kenyans dreaming of financial independence, the matatu industry might just be the business opportunity hiding in plain sight.
You don’t need a fancy office or a degree. You need vision, consistency, and a Sacco that believes in your dream.
And of course, you need a product that riders want, one that makes people wait an extra five minutes just to get in.
That’s where matatu culture shines. It’s about offering something more than just transport. It’s about experience.
A matatu is where you hear the newest Kenyan drill or gengetone hits. It’s where graffiti meets hip-hop, where Tupac and Burna Boy share space with Messi and Marvel’s Black Panther.
It’s public transport, yes, but it’s also entertainment, fashion, street art, and sometimes even politics, all in one moving package.
Even global media giants have taken notice. The likes of BBC, CNN, and VICE have all featured Kenya’s matatu scene, calling it one of the most creative transport cultures in the world. And it’s true.
No other country mixes tech, style, and street energy like we do.
Pressure from without
But it hasn’t all been smooth. Matatus, especially the hyped ones, often face pressure from the county council, police, and regulatory bodies such as the National Transport and Safety Authority.
Loud music, graffiti, and creative modifications are sometimes punished instead of celebrated. There’s also the cost factor; building a matatu like Mood can easily go north of Ksh14 million.
Add in high fuel prices, unpredictable traffic, and occasional crackdowns, and it’s clear the hustle isn’t for the faint-hearted.
Still, the passion remains. From the companies that do the bodywork, like Kenya Coach Industries, Central Farmers Garage, to the DJs who mix tracks for matatu playlists, to the artists who design the graffiti like Lithiumized, Asila, Babel Gody, and Moha Graphix, it’s clear this is a full industry with talent and energy.
And for the riders, especially the youth, matatus like the self-proclaimed Opposite alias Kenya One that plies the Umoja route, offer a small moment of joy in an otherwise tough day.
It’s a reminder that you can still express yourself — even during a commute.
Something to build on
George Ruto’s entry into this space is not just about privilege. It’s a spotlight. It tells other young Kenyans, especially those from less connected backgrounds, that the industry still has room.
That it’s okay to dream of owning a matatu. That street culture isn’t something to run away from, but something to build on.
And as the Kenyan pimped matatus cruise through Nairobi’s terrific traffic, they’re doing more than just picking and dropping passengers.
They are carrying the weight of a culture that refuses to fade — so loud, proud, and unapologetically Kenyan!