I’m trying to be diplomatic, but I think it’s highly problematic. I shared this with a Zulu researcher who is working on a dissertation Zulu traditional healers (so naturally their misrepresentation outside the culture is a major topic), and she was far less diplomatic in her reaction ("disgusting"). At least in academia, I think the West/Global North struggle to understand how Black voices from the diaspora often silence and misrepresent African cultures just as much as the white researchers did historically (news flash: there’s more than one kind of Black).

Now, nothing about this woman is academic, so this is just one individual who is promoting her lay-counseling business in the US by pretending to have some superficial connection to Zulu culture. She is not the first. There are countless others in the US who promote “Ubuntu therapy” or “Ubuntu restorative healing” who learned everything they know about ubuntu from the internet or, at best, a brief trip to the touristy parts of South Africa. Within the culture, ukuhlonipha is a much more fundamental aspect of the culture than ubuntu, but the nuanced distinction is lost on people looking to just use something from "African culture" to promote their business in their home country (US, UK, etc.)