Ashenda ambassador title revoked after Zema Embiza’s criticism of forced recruitment sparks controversy

MEKELLE, TIGRAY (Wegahta) — The Tigray Culture and Tourism Bureau has revoked the “Ashenda Ambassador” title awarded to Zema Embiza, a social media influencer and cultural figure who recently faced backlash after she publicly criticized the widespread forced military recruitment in the region.

The bureau announced on Thursday that it had withdrawn the title, which Zema received after winning an Ashenda ambassador competition in 2017 Ethiopian calendar (2024/2025). In a statement, the bureau accused Zema of engaging in actions that were “incompatible” with the responsibilities of an Ashenda ambassador and said she had offended the sentiments of the majority of Tigrayans.

Although the bureau did not explicitly mention her opposition to military recruitment as the reason for revoking the title, the decision came after Zema publicly criticized what she described as the forced recruitment of youth in Tigray. She shared videos on TikTok and other platforms expressing her opposition to the practice, drawing criticism from supporters of regional authorities, pro-government media figures and social media activists and calls for the revocation of her Ambassador status.

Her comments regarding the forced conscription followed an earlier backlash over comments about Tigrayan refugees in Sudan during an interview with Amleset Muchie. Her remarks sparked widespread debate online, with critics accusing her of being insensitive toward those displaced by the war. Zema later issued a public apology, saying her comments had been misunderstood and expressing regret over the reaction they caused.

Months later, her criticism of youth recruitment brought renewed attention and further criticism from pro regional authority media personalities and activists.

The Culture and Tourism Bureau said Zema had failed to uphold her responsibilities as a cultural ambassador and promoted the theme “Ashenda Ethiopia” in a way it considered inconsistent with Tigray’s cultural identity and values.

The bureau also said attempts had been made to address the issue through discussions with her family, including calls for her to apologize and refrain from activities authorities considered inappropriate. It said the decision to revoke the title was taken after she continued her public activities.

Zema has not publicly responded to the revocation.

Critics of the decision argue that the removal of the title was politically motivated and linked to her public positions rather than her role as a cultural representative. They said cultural platforms should not be used to penalize individuals for expressing views on political and social issues.

The Ashenda festival is one of Tigray’s most important cultural celebrations, traditionally marked by young women through singing, dancing and community gatherings. The ambassador role is intended to promote the festival and represent its cultural heritage.