A video by a creator of Kazakh woman living in France has gone viral, introducing the region’s gastronomy to European audiences, El.kz reports.

Voice of the steppe on the streets of Paris

The author of the popular blog @dalya.nomad, a young woman of Kazakh origin living in France, posted a TikTok video dedicated to the diversity of Central Asian national cuisine. In her post, she explains the nuances of regional dishes in French, transforming local recipes into accessible and appealing content for an international audience.

The creator of the video emphasizes that food is a universal code, making it the simplest way to begin exploring a nation’s traditions.

TikTok as a Space for Cultural Exchange

TikTok is increasingly functioning as a "soft power" tool, where countries and regions are represented through personal stories and everyday details.

The growth of interest in Kazakh and Central Asian themes on social media is particularly notable. According to TikTok data, during the week of Nauryz alone, users posted more than 40,000 videos with the hashtag #Nauryz. The total number of thematic videos under related hashtags is approaching 300,000, and during peak periods, creator activity increases more than fivefold.

Furthermore, this trend is not limited to Kazakhstan - content about the region's holidays and culture is increasingly being created by users from other countries as well.

Authentic Content vs. Advertising

Such videos shape the image of Central Asia as a region with a rich, diverse, and unique culture and they do so in the language of the people they are addressing. This is the ultimate goal: Kazakhstan ceases to be "somewhere out there" and becomes relatable and interesting through food, a voice, and one person’s story.