Kid influencer Desi does it again with Sasma nomination for top award
He won Kid Influencer of the Year in 2024. Now Desi is back, nominated again, and ready to spread even more kindness through his I Feel Good range for Cheslin Kolbe Foundation.
Most kids at his age are still figuring out who they are, but Desmond Koolen, better known to fans as Desi, has already found himself as one of South Africa’s brightest young influencers.
Fresh off winning Kid Influencer of the Year in 2024, Desi is proving that lightning really can strike twice. He’s back in the running this year, up against heavyweights Kairo Forbes and Lethu Bhengu, both past Nickelodeon winners, for the Kid Influencer of the Year 2025.
The South African Social Media Awards (Sasma) recognise influencer personalities for their influence and impact on social media, among others.
“It feels really good and exciting, and I’m very honoured to be in such great company. Both Kairo and Lethu are great girls, and they have carved their paths,” Desi said.
“I didn’t expect to be nominated again because I won last year, so it was a very big surprise, and it means that I am influencing in the right way.”
Desi believes that the fact that he is just himself and always authentic is what sets him apart.
“My content showcases my talents but also my normal life, homework, my sport, my family, and friends. For the most part, I’m all about the message of be yourself, follow your dreams and be kind to yourself and especially others.”
This past year was filled with highlights, both personal and professional. A touching moment came when he introduced a friend to rugby star Cheslin Kolbe, a gesture that showed his belief in paying kindness forward.
On the creative front, his collaboration with Ackermans and Spur gave him and other kids the chance to design their T-shirts.
He also teamed up with Dis-Chem and took centre stage as the lead in his school play. He said what keeps him going isn’t the spotlight, it’s the smiles when his fans meet him and take pictures.
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“It reminds me that what I do is making a difference. When I do motivational talks and I get to remind people that being kind is free and it can change another person’s life – that is what keeps me motivated. I am the ‘I feel good kid’ for a reason, and it truly is what I do. I just go out there to make people feel good.
“I also started my clothing range, the I Feel Good range with PiknWyn Boutique, and 10% of sales go to the Cheslin Kolbe Foundation.”
