On a breezy Accra morning, Sofia Majdoub Bedwei sits on her bed surrounded by a collection of tech gadgets, beauty and luxury products. Known online as Quitachie, the 22-year-old carefully frames the shot on her camera before pressing record. “Good morning, Chichies,” she greets in a soft, lilting voice, addressing the loyal community that eagerly awaits her vlogs. It’s a simple video – a haul of the Christmas gifts she got for herself – yet it’s precisely this calm, clean aesthetic and “soft life” energy that have turned Quitachie into one of Ghana’s most captivating digital creators.
Early Life in Ghana
Quitachie was born and raised in Ghana to a Ghanaian mother and a Lebanese father, growing up in a culturally blended household. Her upbringing was rooted in education and discipline: she attended Glow-Lamp International (a basic school founded by Ghanaian footballer Nii Odartey Lamptey) and went on to Achimota School, one of the country’s most prestigious secondary institutions. At Achimota; a school renowned for producing leaders and creatives, she was a diligent student, but very few people could have predicted her future as a social media content creator. After high school, Quitachie pursued a Business Administration degree at the Ghana Institute of Management and Public Administration (GIMPA). She excelled academically, balancing lectures and assignments even as she nurtured creative hobbies on the side. Now, she is in her final semester at GIMPA for her master’s degree, exemplifying the value many Ghanaians place on higher education and personal development alongside career ambitions.
Family is a cherished yet private aspect of Quitachie’s life. She comes from a large blended family, with four siblings from her parents’ other relationships. Growing up the eldest among Diamond, Alvin, Junior, and Cara taught her adaptability and empathy within a modern Ghanaian family structure. Though she mostly keeps her family life out of the spotlight, she occasionally shares playful snippets featuring her younger siblings – moments that reveal a warm, grounding force behind the polished online persona.
An Early Entrepreneurial Spark
Long before TikTok and YouTube entered her life, Quitachie’s entrepreneurial spirit was already on display. At just 16, driven by a genuine love of beauty and style, she started a small venture selling luxury hair extensions to friends and acquaintances. She learned quickly how to brand and market her products on social media, foreshadowing the digital savvy that would later define her career. Near her 18th birthday, with an increasing curiosity about technology and e-commerce, Quitachie single-handedly built a website and launched Vendor Plug, an online platform aimed at connecting buyers with vetted vendors. The site’s polished presentation and user-friendly design reflected the same eye for detail that fans now admire in her content.
For several years, she juggled these businesses alongside her undergraduate studies at GIMPA – a remarkable feat of time management and dedication. By 2022, as she entered her final year of the bachelor’s program, Quitachie made the tough decision to pause both ventures. The hiatus wasn’t a retreat so much as a strategic step back: she wanted to focus on finishing school strong and investing in personal growth. “Education has always been a priority,” she has explained to curious fans during Q&A sessions on Instagram Live, emphasizing that there would always be room to return to her entrepreneurial projects after graduation. This decision to hit pause and recalibrate is emblematic of Quitachie’s thoughtful approach to life and work. It’s the same intentionality that now guides her content creation – quality over haste, authenticity over clout.
Stepping Into the Digital Spotlight
By early 2023, with her undergraduate degree in hand, Quitachie was ready to channel her creativity into a new arena. She had dabbled in social media for years, casually posting aesthetically pleasing snaps on Snapchat that earned admiration from those in her circle. But TikTok was different. The short-form video platform was exploding in Ghana, and it offered Quitachie an ideal canvas to bring her serene, visually pleasing lifestyle to life. She officially became a content creator on TikTok in 2023, debuting with montages of her “soft life” routines: peaceful solo breakfasts, color-coordinated closet tours, study sessions with jazz music in the background, and evening skincare rituals by candlelight.
The internet took notice. In a digital landscape often dominated by high-energy dance trends and loud personalities, Quitachie’s calm-but-confident presence was a refreshing change. Her videos quickly found a devoted audience. Many viewers – especially young Ghanaians and Nigerians – saw in her a version of the aspirational “soft life” that felt attainable yet enchanting. By blending intentional living tips with eye-catching visuals, she cultivated a loyal fan base she affectionately calls her “Chichies.” Across TikTok, Instagram, YouTube, Snapchat, and Facebook, her combined following swelled to over one million.
Local media began to take note of the phenomenon. Pulse Ghana described how Quitachie had “taken social media by storm” by offering intimate glimpses into her daily life as an independent young woman in Accra . Viewers clicked by the thousands to watch her vlogs about decorating her apartment or shopping for groceries – ordinary tasks elevated by her elegant editing and her exception music choices. In a country where youth unemployment is a challenge and hustle culture is prevalent, Quitachie’s content stood out for highlighting a life of balance and ease. She wasn’t preaching escapism or laziness; rather, her mantra was about being intentional with one’s time and space, and finding small moments of joy in daily routines.
With popularity came the inevitable labels. Some Ghanaian commentators couldn’t help but focus on the material backdrops of her videos – the sleek furniture, the designer shopping bags in the corner, the apparent comfort that permeated each frame. One entertainment site even dubbed her a social media “rich kid”, noting the dada bee(privileged) vibe of her lifestyle and her penchant for showcasing a well-appointed home . It’s true that luxury is part of Quitachie’s visual brand: she has an affinity for quality décor and treats herself to high-end gadgets (she famously splurged on Apple’s Vision Pro headset for about $3,500, shortly after its release ). Yet, scroll through her feeds and it’s clear that overt flaunting is not the point. Unlike some influencers, Quitachie isn’t staging outrageous stunts with sports cars or wads of cash. Her style is aspirational but relatable – more about the harmony of a cozy, beautiful living space than about name-dropping designer labels.
“I only understand like 1% of life,” reads a self-deprecating line in her Instagram bio, hinting at an understated humility behind the curated visuals. Indeed, fans often comment that her videos feel like catching up with a friend. She speaks directly to the camera in a conversational tone, occasionally poking fun at herself or sharing a quiet victory (like mastering a new recipe or acing an exam). In the often homogeneous world of lifestyle influencers, Quitachie’s personality-driven approach makes her stand out as genuine. She has cultivated not just an audience, but a community – her Chichies interact eagerly in the comments, exchanging tips on skincare products she recommends or chiming “I needed this calm vibe today” on a stressful Monday.
Soft Life Aesthetics and Cultural Context
Quitachie’s rise coincides with a broader cultural moment among young Africans: the embrace of the “soft life”philosophy. As its name suggests, the soft life is about “veering away from stress and struggle and embracing a more easy and enriched life” . The term and trend first gained traction on social media in Nigeria, where many in her generation voiced yearning for a gentler, self-caring lifestyle amid economic and social pressures . From there, it spread across the continent and into diasporan communities worldwide, often amplified by Black women influencers in the U.S. and U.K. who champion the idea of living with less grind and more gratitude . In Ghana, a nation proud of its work ethic and hustle, the soft life message has found a distinct resonance with Gen Z and millennials navigating post-pandemic burnout and global uncertainties.
Against this backdrop, Quitachie’s content is culturally significant. She embodies a locally flavored version of the soft life ideal – one that blends traditional Ghanaian warmth with modern digital aesthetics. By highlighting small luxuries like a perfectly brewed cup of Ghanaian cocoa or a weekend getaway to the Cape Coast, she links the global soft life trend to her own heritage and environment. It’s a subtle form of cultural commentary: a reminder that young African women, too, deserve rest, beauty, and ease in their lives, even as they chase success.
Critics of the soft life movement have pointed out its contradictions – noting that the lifestyle portrayed online often requires privilege and “a significant amount of work to initiate and sustain”, as one analysis in Africa Is a Countryput it . Quitachie’s journey indeed reflects those nuances. Her life may look effortlessly elegant on camera, but off-camera she is constantly strategizing, learning, and creating. Each vlog or photo gallery is the result of careful planning, from the color palette of her outfits to the editing cuts timed to mellow music. She has spoken about mastering editing software through online tutorials and teaching herself camera techniques to improve quality. In one Q&A, when asked how she affords her lifestyle, she laughed and revealed that many of the candles and paintings fans admire in her apartment are actually budget-friendly finds from local markets – a peek behind the curtain that hustle and savvy shopping fuel the apparent luxury.
There is also an empowering dimension to Quitachie’s soft life content. In a fast-paced world, she is essentially giving her audience “permission to live a soft life”, as wellness author Dr. Evelyn Okpanachi might say. By openly enjoying solitary brunches or self-care Sundays without guilt, she challenges the notion that young women must always be overworked or self-sacrificing. Her calm confidence suggests that choosing ease and beauty is not laziness – it can be a form of self-respect. This message, wrapped in pretty visuals and delivered from an African city, offers a counter-narrative to long-held stereotypes: it shows a generation of African creatives crafting lives that are leisurely yet ambitious, playful yet purposeful.
Balancing Influence and Personal Growth
Despite her burgeoning fame, Quitachie’s offline identity remains grounded in personal growth and academia. On weekdays, after the ring light is turned off and the TikTok uploads are done, you might find her heading to an evening class or buried in research for a project. She is concurrently a content creator and a graduate student working toward a master’s degree in Marketing – a dual life that keeps her balanced. “I love creating, but I also love learning,” she shared in a recent vlog, where she brought viewers along to campus. In the video, she joked about how her classmates react when they realize their soft-spoken peer has a sizable internet following. If anything, straddling both worlds has made her more efficient: she uses skills from her business courses to refine her brand strategy, and her influencer experience in turn sparks academic questions about digital marketing and consumer behavior.
This commitment to education is deeply personal for Quitachie. She is a firm believer in the power of schooling, and has been from an early age and this has driven her to excel in class even as she explored creative pursuits. By pursuing advanced studies, Quitachie honors that belief. It also sets her apart from many peers in the influencer industry who treat content creation as a full-time escape from formal schooling. For Quitachie, the two paths feed into each other. In one Instagram update during exam season, she quipped, “Content might slow down this month – grad school calls,” punctuating it with a smiling sweat emoji. Her fans responded with hundreds of messages of support, many saying she inspired them to return to school or find their own balance between work and self-improvement.
Intentionality and the Road Ahead
Spend an afternoon binge-watching Quitachie’s content, and a theme becomes clear: intentional living. Whether it’s her beautifully outfitted pantry or the way she plans out content ideas in a bullet journal, nothing she does seems haphazard. This intentionality is the ethos of the Quitachie brand. “I’m building something – slowly, quietly – one post at a time,” she has reinforced, as if outlining her mission statement. Indeed, what started as a casual hobby on Snapchat has blossomed into a full-fledged brand with its own identity and following. Her followers – the Chichies – aren’t just passive viewers; they’ve become a community who echo her aesthetics, swap self-care tips, and uphold the positive vibes that drew them to her in the first place.
In Ghana’s burgeoning digital landscape, Quitachie occupies a unique space. She is at once an influencer and a big sister figure, a trendsetter and a student. Her calm, intimate style contrasts with the bombastic approach of many social media stars, yet her impact is undeniable. “Famous Ghanaian-Lebanese YouTuber and influencer, Quitachie, marked her 22nd birthday in grand style” one entertainment site reported, marveling at the outpouring of support she received online . Indeed, when she turned 22, she celebrated not with a massive party, but by gifting herself small luxuries and sharing gratitude posts – gestures that felt perfectly in line with her soft life philosophy. Fans flooded her comments with birthday wishes and praise for how “demure” and self-loving her celebration was, especially compared to the ostentatious displays often seen on social media .
As Quitachie looks toward the future, she hints at expanding her creative endeavors. There is talk of launching a lifestyle brand or even a product lines – possibly scented candles or silk pillowcases, items often featured in her videos – though she’s in no rush. For now, she remains focused on finishing her master’s program and continuing to refine her craft as a storyteller. Each dawn in her cozy Accra apartment brings a new opportunity to share a slice of her world, and she approaches it with the same gentle determination that has brought her this far. In an era of fast fame and viral gimmicks, Quitachie is a reminder that sometimes slow and steady – with a touch of style and soul – can win the race. Her story, still unfolding, is one she’s writing intentionally and beautifully, one soft-lit post at a time.
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