The City of the Hustle
While there is still gold in the mines of Johannesburg, it is no longer the City of Gold of its origins. It is a frontier city—full of promise and possibility—where gold has given way to green.
Johannesburg is today the financial services capital and the entrepreneurial hub of the country. This is where hustle is properly rewarded. Unlike the "old money" of Cape Town, Joburg money is made by the people doing the work. It is a city that counts money in briefcases, fueled by a relentless, creative energy.
This hustle creates a far more engaging metropolis. It means networking, creating, building, and sharing. Joburg is a city that wants to connect; it goes out of its way to bridge gaps.
The Insight
In Joburg, organic connectivity is currency. Everything is geared toward it. It is deceptively friendly—much like Nairobi—where eye contact on the street is met with a "Hi, how are you doing?"
The key to enjoying Johannesburg is attitude. An open mind and a desire to let the city reveal itself are essential. From food and art to music, design, innovation, and literature—it is all happening here.
Joburg operates at a frenetic pace, but it doesn't demand you get swept up in it; it loves a little push back. It's part of what fuels the creativity of this metropolis.
Johannesburg Experiences
We invite you to engage with the city without prejudice, through a range of experiences that share Johannesburg from many angles, across the lines, and between the binaries.
