In the 2024 Brand Finance Global Soft Power Index, Kazakhstan ranked 80th, demonstrating a significant level of soft power influence. In contrast, other Central Asian countries ranked much lower in the same index (Uzbekistan – 101st, Tajikistan – 145th, Turkmenistan – 138th, Kyrgyzstan – 148th). This trend indicates that Kazakhstan is emerging as a standout performer in the region due to its notable success in promoting its soft power presence.
The creative industry in the country, which includes film, television, music, design, visual arts, and fashion, plays a vital role in enriching the nation’s culture and promoting it globally. This sector is experiencing gradual yet consistent growth, positioning itself as a promising sector of the economy. According to the Minister of National Economy, the creative industries accounted for approximately 2.7% of GDP in 2023 which is much higher than any country in the region.
What key factors influenced the development of the creative economy of Kazakhstan?
First of all, a diverse and inclusive society is often seen as a driving force behind the development of creative industries. In this regard, urbanized cities such as Almaty, Astana, and Shymkent, having a decent social and cultural infrastructure, contributed to the development of a relatively open society. Compared to other Central Asian states, the societies in these cities are tolerant of innovations, which plays a pivotal role in the development of a culture of creativity. The concentration of creative jobs in these regions has contributed to the development of the creative class and entrepreneurs. Kazakhstan ranked 63rd out of 170 countries in the 2024 Social Progress Index, scoring 69.73 out of 100 points, which is higher than the world average of 63.44 points. Kazakhstan has outperformed its neighboring countries, including Russia (76th place) and China (77th place), in this ranking. In the 2023-2024 Human Development Index Kazakhstan ranked 67th whilst other states of the region ranged between 106 and 126 in this index.
When discussing social context, it is important to highlight that the Kazakhs craftily utilize the Russian language as a tool to market their creative output, extending its reach beyond neighboring countries into the broader post-Soviet region. Through films, shows, music, and other media products, they address pressing social issues that resonate deeply across the CIS such as domestic violence, corruption and intergenerational gap.
Furthermore, the development of modern types of creative industry is strongly connected to digital technologies. Therefore, the population’s access to technology is a determining factor in the development of the creative economy. In the case of Kazakhstan, the relative accessibility and development of digital technology and the internet, compared to other countries in the region, have led to the growth of the country’s creative economy. For instance, Kazakhstan is the sole country in the region with the access to YouTube monetization. In the Speedtest Global Index for high-speed mobile internet, the country ranks 69th, whereas other Central Asian countries rank much lower (Uzbekistan – 91, Kyrgyzstan – 94, Tajikistan – 140). The table below provides a clear depiction of Kazakhstan’s comparative advantage in digitalization within the region, confirming higher performance across various metrics.
| Country | Internet users | Internet penetration | Social media users | Active cellular mobile connections | Median mobile internet connection speed via cellular networks | Median fixed internet connection speed |
| Kazakhstan | 18.19 million | 92.3% | 14.10 million (71.5% of the total population) | 26.24 million (equivalent to 133.1% of the total population) | 35.49 Mbps | 51.41 Mbps |
| Uzbekistan | 29.52 million | 83.3% | 8.70 million equating to 24.6% of the total population | 33.81 million equivalent to 95.5% of the total population | 24.70 Mbps | 55.45 Mbps |
| Tajikistan | 4.25 million | 41.6% | 1.60 million 15.6% of the total population | 10.54 million equivalent to 102.9% of the total population | 9.35 Mbps | 26.84 Mbps |
| Kyrgyz Republic | 5.41 million | 79.8% | 2.95 million 43.5% of the total population | 11.07 million equivalent to 163.1% of the total population | 25.47 Mbps | 54.55 Mbps |
| Turkmenistan | 2.59 million | 39.5% | 111.8 thousand equating to 1.7% of the total population | 4.34 million equivalent to 66.2% of the total population | 5.25 Mbps | No data |
Source: https://datareportal.com/reports/tag/Central+Asia
Despite limited state support, talented individuals in Kazakhstan have capitalized on these opportunities to advance the creative industry. This has contributed to the promotion of Kazakh culture in the international market. Currently, the most successful sectors in the country are cinema, music, and entertainment comedy programs.
Kazakhstan’s film industry is on the rise, and it is the only Central Asian country to have received a nomination in the category formerly known as the foreign-language Oscar. This recognition was earned by Sergi Bodrov’s 2007 film, ‘Mongol’. Kazakhstan has been shortlisted twice for international film awards. The first time was for Ermek Tursunov’s ‘Kelin’ in 2009, and the second time was for Sergey Dvortsevoy’s ‘Ayka’ in 2018, which was featured in the Cannes Film Festival. The drama ‘Paralympian’ won the best actor award at the Shanghai Cooperation Organization Film Festival in Mumbai, India. Kazakhstan’s talent is gaining global recognition as global platforms like Netflix increasingly collaborate with local filmmakers.
Kazakhstani stand-up comedians are gaining popularity on YouTube and social media, performing in various European cities such as Istanbul, Tbilisi, Tashkent, and Bishkek.
Moreover, the music scene in Kazakhstan has gained global popularity. Figures such as Dimash Kudaibergen, Jah Khalib, Nazima, Scriptonite (Adil Zhalelov), and many others have amassed significant followings worldwide. Dimash Kudaibergen, for instance, stands out as a symbol of the country’s talented youth.
Government measures to promote creative sector
Although the state has historically shown minimal involvement in promoting the creative economy sector, recent years have seen a notable shift in this attitude. The government has acknowledged the potential of the creative industry to drive economic development and enhance the country’s prestige. This recognition has spurred government efforts to regulate and support this sector.
In his 2021 address to the people of Kazakhstan, President Kassym-Jomart Tokayev highlighted the significance of achievements within the creative industry, noting that they have contributed to the global recognition of Kazakh culture. President Tokayev stated the objective of creating a comprehensive plan to promote and expand the creative economy.
In 2021, a concept for the development of the creative industry in Kazakhstan was adopted to create jobs in technology and venture entrepreneurship, with a focus on the younger generation. Efforts are also being made to amend and develop legal regulations that support intellectual property rights and foster the overall development of the creative industry.
Overall, the measures being implemented target key areas such as intellectual property protection, expanding the geography of creative industry hubs, supporting participants in commercializing their products, and developing a dedicated support package for industry stakeholders. Kazakhstan aims to raise the creative industry’s contribution to the country’s economy to 5% by 2025, while also increasing employment in creative industries to 4%.
Experts have emphasized that Kazakhstan has significant economic and cultural potential to advance its creative industry. However, they have also highlighted the need to create a program that improves access to financing, reforms education, and establishes more hubs for creative entrepreneurship to meet the requirements of the global creative industries market.
Perspective for Uzbekistan
Among Central Asian countries Uzbekistan has a solid potential to match Kazakhstan’s creative economy thereby increasing its soft power presence in the region. Notably, Uzbekistan’s industry landscape has a significant proportion of its population under the age of 30, estimated at approximately 60%. This demographic characteristic underscores a potential for growth in this sector.
Uzbekistan’s filmmakers are already achieving notable recognition in the international arena making a statement in 24 film festivals worldwide in 2023 resulting in garnering a total of 56 international awards, including 15 top honors in their respective categories.
The government is taking steps to foster the IT industry, particularly among young people, and is also committed to safeguarding intellectual property and promoting traditional cultural products. However, the creative industry, despite its potential as a significant economic sector and a means to enhance the country’s positive image, has not yet gained widespread recognition as a coherent policy concept.
Therefore, the government needs to allocate greater focus towards new types of creative economy that include filmmaking, music, comedy shows, entertainment programs, game development, and others. In comparison to traditional sectors, the given areas have significant potential for promoting cultural diplomacy and generating demand within the country and the wider region. This, in turn, necessitates a wider access to modern technologies that facilitate the widespread availability and ensures better quality of such products.
Overall, in the case of Kazakhstan, we can see that the advancement of the creative economy is notably shaped by a society characterized by its openness to innovation. This society fosters a conducive environment for talented individuals utilizing language as a tool to promote cultural products on a broader scale. This dynamic not only yields benefits for individuals but also contributes to the advancement of Kazakhstan’s cultural diplomacy. Furthermore, access to advanced technologies, being more advanced than in other CA countries, presents additional opportunities for shaping a creative society. Overall, it is important to acknowledge that shifts in this domain have predominantly arisen due to bottom-up initiatives. In this regard, the primary role of the government is to ensure equitable opportunities for the development of creative society.