Ethiopian Businesswoman Decries ‘Xenophobic Humiliation’ at South African Embassy

An Ethiopian businesswoman has cancelled her trip to South Africa after what she terms ‘disgusting’ treatment at the South African embassy in Addis Ababa.

Bethlehem Alemu was set to travel to Johannesburg for a photoshoot and interview with Forbes magazine, which has named her among the 100 most powerful women in the world.

She claims a visa officer at South Africa’s Addis embassy subjected her to humiliation and xenophobic treatment.

‘Thanks to the world’s largest business magazine for the honor. However I WONT be coming to the photoshoot in Joburg owing to the humiliating, disgusting + xenophobic treatment I endured at the hands of the Visa officer @ the South African embassy in Addis. Absolutely outrageous!” Alemu tweeted.

Thanks to the world's largest business magazine for the honor. However I WONT be coming to the photoshoot in Joburg owing to the humiliating, disgusting + xenophobic treatment I endured at the hands of the Visa officer @ the South African embassy in Addis. Absolutely outrageous! pic.twitter.com/UFc5M9fadW

— Bethlehem Tilahun Alemu (@BethlehemAlemu) February 3, 2020

The Department of Home Affairs has acknowledged the complaint, saying they will be investigating the matter.

Read: South Africans To Benefit from New UK Visa Rules

“We note the incident with deep regret,” David Hlabane, media manager for the department of home affairs, told Business Insider. “The remedial action that we will take will be determined by the information we receive.”

Forbes has since decided to have her pictures taken in Ethiopia.

Bethlehem Alemu is the founder of several companies, most notably soleRebels – a footwear brand sold in over 30 countries bringing in over $15 million in sales.

The shoe maker has over 20 branches across the US, Europe and Asia. It is aiming for $1 billion in revenue by 2028.