Robot Boii teams up with Global Snack Brand Cheetos to launch the brand in South Africa with new song ‘Tjovi’ and dance challenge

Cheetos has officially launched in South Africa, and the debut came with a lively twist that speaks directly to the country’s vibrant culture. To mark its arrival, the global snack brand partnered with entertainer Robot Boii, who introduced his new single Tjovi as the heartbeat of the campaign. The collaboration brought together music, dance, and one of the world’s most playful snack brands in a way designed to capture attention and create a moment across the country.

Robot Boii’s track Tjovi, which is now available on streaming platforms, was chosen as the centerpiece of a dance challenge that rolled out alongside Cheetos’ market entry. The choreography, curated by Robot Boii himself, mirrors the energy of the song and the bold personality associated with Cheetos. By blending catchy sound with distinctive moves, the challenge sets the tone for how the brand wants to introduce itself to South African consumers — through joy, rhythm and shared experiences.

The announcement drew focus not only for introducing a snack but for how it merged with music culture at a time when digital participation through challenges and trends continues to shape entertainment. South Africans were encouraged to join in, making the launch interactive and participatory rather than traditional. By leaning on Robot Boii’s influence and ability to translate a song into movement, the campaign placed emphasis on community engagement while ensuring the product was part of an experience people could easily connect with.

For Robot Boii, lending his new track to the project was an opportunity to set the tone for the campaign in a way that matched the energy of Cheetos’ brand identity. Speaking on the collaboration, he highlighted how excited he was to introduce Tjovi in this context and to use the track as the foundation of a dance challenge designed to get people moving. His involvement extended beyond music, creating a link between the product and local audiences in a uniquely South African style.

The partnership positioned Cheetos’ launch as a moment of cultural significance rather than just a product rollout. By connecting music, dance and consumer experience, the campaign demonstrated how brands entering the market are choosing to connect with South Africa’s strong entertainment culture. As the challenge continues to spread and the snack becomes more accessible, the launch has already signaled how deeply entertainment and lifestyle are intertwined in the local market.

With Tjovi driving the rhythm and Cheetos marking its entry, the campaign has created a space where both the song and the product are enjoyed together. South Africans are already engaging with the challenge, underscoring how quickly music and dance can amplify a moment and transform it into something memorable. The collaboration ensured that Cheetos didn’t just arrive quietly, but entered with an energy that matched the pace and spirit of the country.