Tajikistan welcomed a new era of cross-sector dialogue with the launch of the first-ever IMPACT Forum, organized by Asia-Plus. Bringing together over 400 guests and speakers, the forum served as a platform for business leaders, media professionals, and tech innovators to collaborate on shared goals for the region.

“This is our first media forum, envisioned as an open platform for strengthening cooperation between three key sectors — media, business, and new technologies,” said Umed Babakhanov, Founder and CEO of Asia-Plus, in his opening remarks. “As Asia-Plus approaches its 30th anniversary, we reflect on three decades of navigating political, economic, and technological challenges. We've remained at the forefront of the national media landscape — and we believe that future challenges can only be tackled together, for the growth of our industries, our country, and our region.”

The importance of this initiative was also recognized at the state level: the Agency for Innovation and Digital Technologies under the President of Tajikistan partnered officially with the forum.

 

Impact Expo: showcasing innovation and local talent

Before the forum officially opened, participants explored the Impact Expo, a dynamic exhibition showcasing companies and brands that supported the event. Among them were the general partner Humo Bank, official partner Vector (an international auto holding), and digital partner Tcell, along with platforms like Somon.tj and other prominent local names.

The expo also featured an art corner with local creators, interactive zones, and booths offering symbolic giveaways. This pre-forum experience encouraged networking, early engagement with new initiatives, and a lively preview of the event’s energy.

 

Media and business in Central Asia: a new narrative

The forum opened with keynote speaker Viktor Eliseev, Kazakh entrepreneur, producer, and founder of Select Group. His session, titled “Media as Capital”, explored why modern brands prioritize meaning and narrative over traditional marketing metrics. Eliseev traced the evolution of brand capital — from 322 BCE to today — concluding that reputation is now the most valuable currency in any business.

This theme set the tone for the forum: modern consumers want to buy from real people, not faceless corporations. Trust, Eliseev emphasized, is now a brand’s strongest asset.

This was followed by a panel discussion titled “Tested in Central Asia,” featuring voices from Kazakhstan, Uzbekistan, and Tajikistan.

 

Cross-border insights: media and business success stories from Central Asia

The panel discussion “Tested in Central Asia” showcased practical case studies from across the region, featuring speakers from Kazakhstan, Uzbekistan, and Tajikistan.

Tatiana Bendz, co-owner of Kazakhstan’s 2Be Agency, opened the session with a presentation titled “Day Zh: How We Brought Together Media and Business.”

She detailed the creation of a networking platform specifically designed to connect journalists with entrepreneurs — a model that has already delivered strong results and could be replicated in Tajikistan and beyond.

Following her was Farrukh Sharif, Creative Director of Uzbekistan’s independent advertising agency Synthesis.

His session, “Brands for Society: Creative Solutions for People and Business,” emphasized the long-term impact of building emotional connections with audiences. He showcased successful campaigns from Uzbekistan that prioritized storytelling over pure promotion.

Next was Manizha Anvari, Executive Director of Asia-Plus, who shared insights from the company’s pivot into event-driven business models.

Her session, “Events as Strategy,” highlighted how Asia-Plus diversified revenue through community-focused events such as:

  • The annual “Modaroni Mo” campaign for International Women’s Day,
  • The family-friendly “Salom Tobiston” summer festival,
  • The Tarona Music Awards, and
  • The popular retro and modern car show.

These initiatives, she explained, helped the media group not only build brand loyalty but also unlock new business opportunities.

 

Media as business: practical tools for sustainability

The next block of the forum focused on media sustainability, offering actionable strategies for turning media projects into viable businesses.

AI, Synthetic Data, and Tech Leadership: Tajik Talent on the Rise

While the media business sessions unfolded, a parallel discussion explored the cutting edge of artificial intelligence and synthetic data — two emerging forces shaping the future of tech in Central Asia.

Sherali Jurabayev, co-founder of Tajik startup Predictory, presented AI as a transformative asset in marketing. His session stood out for its real-world examples from Tajikistan’s own market, making the topic both relevant and accessible to local participants.

He was followed by Parvina Sultonmamadova, product manager at zypl.ai, who tackled the complex topic of synthetic data in financial services.

Though still niche in Tajikistan, Parvina broke down the concept with clarity, using her company's project as a case study. Her talk resonated widely — the audience’s online response, especially on Instagram, showed her session left a lasting impression.

Then came a standout moment from Mugminat Avezova, CEO of Somon.tj, who shared her personal journey in a talk titled “From Design Student to CEO of Tajikistan’s Top Tech Platform.”

Mugminat’s story — from designing clothes as a student to leading one of Tajikistan’s most influential IT companies — struck a powerful chord. She spoke of humble beginnings in a small apartment office, fueled by passion, perseverance, and belief in her team. Her inspiring path became a symbol of what’s possible for young people in the country, particularly women in tech.

 

Tribute and Cultural Closure

As the day drew to a close, the forum paused for a solemn moment of remembrance. Attendees observed a minute of silence in honor of Farukh Safarzade, a prominent Tajik designer and the creative mind behind the Impact Forum’s visual identity. His passing left a deep emotional impact on the creative community.

To end the event on a unifying note, legendary Tajik singer Daler Nazarov took the stage.

In his brief remarks, he spoke about the importance of unity and collaboration, especially in today’s rapidly evolving world. His performance served as a poignant and symbolic conclusion to a day focused on building bridges across industries and nations.

 

A platform for regional growth

The first IMPACT Forum exceeded expectations — not just in scale but in depth, energy, and potential for long-term influence. With speakers from across Central Asia and participants from diverse fields, the event created a space for meaningful dialogue and practical exchange.

By fostering collaboration between media, business, and technology, the forum positioned itself as more than just a one-day conference — it became a movement for regional development.