Residents of the Karamoja sub-region in Uganda have expressed their displeasure over the branding of cement produced at the new Moroto factory as 'Yaobai Cement', a name of Chinese origin. Many locals believe that this branding undermines their identity, especially since the region supplies the majority of the raw materials necessary for cement production. This sentiment echoes past grievances where cement produced by Tororo Cement was similarly branded, despite utilizing locally sourced materials from Karamoja, further accentuating a sense of regional neglect.

The Moroto Cement factory, inaugurated in September 2023 by Ugandan President Yoweri Museveni, was established through collaboration with Chinese investors, specifically constructed by West International Holding Limited, a subsidiary of China West Cement Limited. With a substantial investment of $300 million, the factory has the capability to produce approximately 6,000 tonnes of clinker daily. The expectation for a cement brand reflective of the local identity was high among residents, especially considering the historical context of their contributions to the cement industry without proper acknowledgment.

The ongoing protests highlight a growing concern among the local population about the potential loss of their cultural identity and recognition in economic developments that directly affect them. This situation raises important questions regarding corporate branding practices, local voices in economic partnerships, and the need for a more sensitive approach to integrating local identities in global business ventures. The outcome of these protests may influence future interactions between local communities and foreign investors in the region.