Can Central Asia unite under a single brand? That’s the question trade and investment ministers from Central Asian countries and Azerbaijan discussed at their first joint meeting this November. Among the topics: launching a regional trademark — Made in Central Asia — and boosting intra-regional trade to $20 billion. Several proposals have already emerged.

 

What’s Been Proposed So Far?

Uzbekistan suggested hosting a Central Asia–Azerbaijan Investment Forum in 2026 in Samarkand, where the Made in Central Asia brand could be officially introduced. According to Uzbek Minister of Investment, Industry, and Trade Laziz Kudratov, a shared label would boost global recognition of regional products.

Kazakhstan supported the idea, recommending the initial rollout on digital platforms.

Tajikistan showcased two successful tech startups as examples of regional innovation: Zypl.ai, an AI-driven company already active in 15 countries, including Uzbekistan and Kazakhstan, and Alif, a fintech firm now a key player in digital finance across Tajikistan and Uzbekistan.

Other proposals covered digital logistics systems, cross-border infrastructure, and multimodal corridors such as China–Tajikistan–Uzbekistan.

But beyond official discussions, what else could a unified Central Asian brand offer the world? Asia-Plus explored the idea further.

 

Nature, Culture, and Experience: Central Asia’s Tourism Potential

Natural wonders for global travelers

Central Asia is a paradise for outdoor enthusiasts, renowned for its dramatic landscapes — crystal-clear lakes, vast gorges, and towering mountains.

·         Tajikistan’s Pamirs, the “Roof of the World,” offer a wealth of experiences: mountaineering, hot spring wellness retreats at Garm-Chashma, and the stunning valleys of Darvaz, Vanj, Khorog, and Sarez. The Pamir Highway, stretching from Khorog to Osh in Kyrgyzstan, is considered one of the world’s most scenic road trips.

·         Kyrgyzstan boasts Lake Issyk-Kul and the Teskey Ala-Too mountain range, home to Ala-Kul Lake, Jeti-Oguz Gorge, and the alpine Altyn Arashan. The Ala-Archa National Park and the towering Victory Peak — the highest in the Tian Shan — are highlights for trekkers and climbers.

·         Kazakhstan offers hidden gems like Wolf Mountain near the Tian Shan and the Karkaraly Mountains, home to deep forests and rocky formations. Sacred Mount Kazygurt, near Shymkent, is also a key spiritual site.

·         In Uzbekistan, hiking trails run through the Nuratau mountains and the Boysun region, as well as scenic gorges like Sarmishsay and Gulkam near Chimgan.

·         Turkmenistan features the Kopet Dag range and the Greater Balkhan Mountains, ideal for trekking near the Caspian Sea.

 

Historical Tourism

Few regions rival Central Asia in historic depth. The Silk Road cities of Samarkand, Bukhara, and Khiva in Uzbekistan draw global travelers. Samarkand — once the capital of Tamerlane’s empire — is home to Registan Square, Shakhi Zinda, Bibi-Khanum Mosque, and the Ulugh Beg Observatory, all UNESCO sites.

Bukhara, one of the oldest cities in the region, features the Ark Fortress, Samanid Mausoleum, and Labi-Hauz square.

Khiva, a Silk Road caravan stop and former khanate capital, offers Ichan-Kala, Kalta-Minor Minaret, and silk carpet workshops.

Tajikistan’s Hisor Fortress, nearly 3,000 years old, is one of Central Asia’s oldest landmarks.

Kazakhstan features the Mausoleum of Khoja Ahmed Yasawi in Turkistan and sites like Aisha Bibi, Saraychik, and Kultobe.

 

Culinary Tourism

UNESCO has recognized Tajik and Uzbek plov (pilaf) as part of humanity’s intangible cultural heritage. Regional cuisine is a key tourism asset — lagman, samsa, beshbarmak, shurpa, and more could form the core of dedicated gastronomic tours.

 

From Mountain Herbs to Natural Foods: Export Powerhouses of Central Asia

Herbs, spices, and medicinal plants

The clean mountain air and chemical-free soils of Central Asia produce herbs rich in essential oils and nutrients:

·         Uzbekistan is known for cumin, coriander, and basil.

·         Kazakhstan for coriander and fenugreek.

·         Kyrgyzstan for wild thyme.

·         Tajikistan for hyssop, barberry, and zira (cumin).

·         Turkmenistan for caraway and basil.

These plants are highly valued in global markets — in culinary arts, traditional medicine, and cosmetics. The region could launch a unified product line under a brand like Central Asian Herbs & Spices, promoting eco-wild, organic goods. Popular exports could include thyme, mint, oregano, chamomile, barberry, licorice, and asafoetida, the latter derived from the regional ferula plant.

 

Wild Berries and Mountain Honey

Wild berries like mulberries, barberries, sea buckthorn, cornelian cherry, rose hips, and blackberries grow naturally in highland zones. These could be promoted under a label like Wild Berries of Central Asia, highlighting their altitude and purity.

Central Asia’s mountain honey is another high-value product — bees gather nectar from wild herbs in the Pamir, Tien Shan, Alay, Altai, and Kopet Dag ranges. Each region offers unique flavors:

·         Kyrgyzstan: Issyk-Kul and Naryn honey.

·         Tajikistan: Pamir, Rasht, and Shahristan varieties.

·         Kazakhstan: Altai honey.

·         Uzbekistan: foothill honey from Samarkand and Kashkadarya.

·         Turkmenistan: Kopet Dag honey.

Central Asia is already known for its sun-dried fruits: raisins, apricots, plums, apples, pears, and mulberries, alongside almonds, walnuts, and pistachios.

·         Uzbekistan leads in volume.

·         Tajikistan exports to over 20 countries.

·         Kyrgyzstan has strong ties to Germany and Japan.

·         Turkmenistan is famed for raisins.

·         Kazakhstan serves as a major consumer and processor.

These long-shelf-life products are ideal for global export under a single brand.

Fresh fruit and vegetables are also in demand — Tajik and Uzbek apricots, seedless grapes, pomegranates, melons, highland apples, tomatoes, onions, greens, and even high-altitude potatoes could earn a strong spot in Middle Eastern, European, Russian, and Chinese markets.

 

Glacial Water — Bottled Purity

Fed by glaciers in the Pamirs and Tien Shan, Central Asia holds some of Eurasia’s purest water sources. The region can market spring, glacial melt, artesian, and mineral waters — creating a premium beverage category tied to altitude, taste, and mineral richness.

 

Cinema, Crafts, and Culture: Showcasing Central Asia’s Soul

 

Cinema as cultural export

Central Asian cinema is making waves globally. Tajikistan and Uzbekistan are co-producing “The Radiance of Stars: Jami and Navoi”, a historical film about the friendship between poet Abdurahman Jami and thinker Alisher Navoi. The film is being shot in key historical locations and aims to promote regional heritage and tourism.

Another notable Tajik film, “The Fish on the Hook” by Mukhiddin Muzaffar (director of “Dov”), won the Grand Prix at the Toji Somon International Film Festival and was screened in Germany and Iran.

“Fortune” (2022), another Tajik production, was showcased at the Busan International Film Festival in South Korea and received positive acclaim internationally.

Kazakh films also shine abroad: “Mukagali” by Bulat Kalymbetov won awards in Scotland and Dubai. “Brothers” by Darkhan Tulegenov was honored in Germany. Uzbek director Ali Khamraev’s work was awarded in Milan, while Kyrgyz film Present for Future earned the J-Wave Award at Japan’s Short Shorts Film Festival.

In 2024, Kyrgyz drama “Paradise at Mothers’ Feet” by Ruslan Akun took top honors at the Moscow International Festival “Let’s Live,” and won awards for cinematography and ethical storytelling.

 

Traditional crafts and folklore

UNESCO has recognized many Central Asian traditions, proving they hold global appeal:

·         Tajikistan’s atlas and adras weaving, added to UNESCO's list in 2023.

·         Chakan embroidery, included in 2018, has inspired fashion houses globally.

·         Designers like Khurshed Sattorov have showcased Central Asian textiles on international runways.

The Yalda Night celebration, silk production, and Nasreddin stories are all shared heritage elements co-nominated by multiple countries — perfect for tourism, media, and annual rotating festivals.

Nasreddin, a beloved folk character, could star in animated films or cultural events that draw global families — a vivid, humorous figure with strong storytelling power.

 

Music and Performing Arts

The Shashmaqom Music Festival brings together delegations from Kazakhstan, Azerbaijan, Turkmenistan, Uzbekistan, and Iran. UNESCO recognized shashmaqom in 2003 and listed it as global intangible cultural heritage in 2008. Establishing this as an annual event on May 12 (Shashmaqom Day) would boost cultural tourism.

From Manas epic storytelling and yurt-making skills in Kyrgyzstan to Aytysh improvisation, horse games like Kok-Boru, and traditional games like Toguz Korgool, the region offers living traditions to share with the world.

Kazakhstan contributes Kures wrestling, bread culture, and poetic oral traditions like Aitys, while Uzbekistan showcases Bakhshi storytelling, Khorezm dance, and traditional silk craftsmanship from Margilan.

And finally — Navrouz, the spring equinox celebration, is the region’s best-known shared holiday. Featuring family feasts, outdoor festivals, and traditional dishes like sumalak, it’s an ideal opportunity for Central Asia to showcase its unity and warmth to international audiences.