CONTENT creator Luke Joseph VanderWal is making waves on social media, especially TikTok. His heartfelt and vibrant videos celebrate the rich cultural heritage of Eswatini.
Known as Umbutfo as he calls himself, his unique position as an expatriate deeply embedded in Eswatini’s rural communities has allowed him to become a beloved figure that bridges cultures and shares the beauty of Eswatini’s traditions with a global audience.
VanderWal’s connection to Eswatini began early in life. Although he was born outside the country, his family moved to Eswatini when he was just four years old. His parents founded The Luke Commission (TLC) in 2005, a healthcare organisation dedicated to serving the most remote and underserved parts of the kingdom.
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“I have lived in Eswatini since I was four years old and grew up in the most remote and underserved parts of Eswatini, serving with my parents who founded The Luke Commission,” Luke explains. “I have had the blessing of serving communities in every chiefdom of Eswatini and have loved serving and growing up in the rural areas”.
![Luke Joseph VanderWal. [Pic: Luke Facebook Page]](https://eswatiniobserver.com/wp-content/uploads/2025/11/565103713_2934684350253338_7086379075760382878_n.jpg)
His upbringing shaped his deep love and respect for Eswatini’s culture. He recalled how the locals showed immense warmth and acceptance to his family, which inspired him to embrace and showcase their heritage. “Emaswati we served showed so much love to my family and I. This shaped my love for Eswatini’s culture and heritage. It was what I knew from a young age,” he said.
VanderWal’s TikTok videos are more than just entertainment; they are a celebration of identity and pride. He said he hoped to convey the uniqueness and strength of being Swati. “Being Swati is unique and special and respected throughout the world. It is important to remember our values as Emaswati and where we come from in order to see what the future holds for us as a people,” he added. He also highlighted the importance of Ubuntu, a core value in Eswatini culture that emphasises community and compassion, which has been central to his family’s work with TLC.
Despite being considered an expatriate representing Eswatini culture, VanderWal has faced no criticism. “No I haven’t, as Emaswati we embrace all types of people. Serving communities with TLC has shown me how welcoming and accepting Emaswati are, and that same spirit has carried over into how people receive my content,” he affirmed.
He added that the response from the Eswatini community has been overwhelmingly positive. “The Eswatini community is excited, as Emaswati we love to see our culture celebrated,” he noted.
His authenticity is rooted in lifelong mentorship from local cultural figures who taught him how to dress, speak, and act like a Liswati, ensuring his content remains genuine and respectful.
Looking ahead, VanderWal said he planned to continue using his TikTok platform to promote Eswatini culture in a fun and expressive way that brings pride and joy to his people.
VanderWal said he believed social media was a powerful tool for cultural preservation. “As young people, we consume knowledge, news, and experiences through social media, so it is imperative that as the world changes, we embrace it without forgetting where we come from,” he said. Through his videos and his work with TLC, VanderWal said he would help preserve Eswatini’s stories, traditions, and pride for generations to come.
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