00:03A new generation of Uzbek designers is taking traditional craft into global markets, reshaping perceptions of Made in Uzbekistan.
00:13This is Business Line Uzbekistan. Hello and welcome.
00:18Made in Uzbekistan is increasingly becoming a symbol of quality, creativity and economic progress.
00:24In 2025, Uzbekistan climbed to 55th place in the global nation brand rankings.
00:32The country's brand value also increased by 26 percent. That was one of the fastest growth rates in the world.
00:40Let's explore how this momentum is transforming local brands and shaping a new generation of Uzbek enterprise.
00:48In a workshop in Tashkent, traditional Uzbek textiles are being transformed into products, sold to customers far beyond the country's
00:57borders.
00:57For Gulnazadurayva, co-founder of Suraya Collection, the business grew from a family passion for adras and natural silk.
01:20What began as a family craft has evolved into business, serving customers in international markets.
01:38Similar businesses are emerging across Uzbekistan as designers look beyond local markets and seek new customers abroad.
01:45Supporting the transition are platforms designed to connect independent creators with larger audiences.
01:51There are more talented people who work with different fields and I thought that it would be very nice to
01:58actually have this platform for local brands, as we say.
02:04Teplostor works with more than 200 designers across fashion, accessories and home design.
02:10As interest in Uzbek products grows, the platform helps bring local brands to international events and retail markets.
02:17We saw that we need this online platform after we did the London pop-up.
02:22We saw that we have interest from all over the world, basically.
02:26So then we decided to go online.
02:29Expanding internationally requires more than strong design.
02:33Logistics, custom procedures and cross-border delivery can be difficult for small businesses navigating foreign markets for the first time.
02:41We decided that we take care of all the logistics, all the paperwork, so that they can literally leave the
02:50items here in the store, in Tashkent, and then we take care of the rest.
02:55The approach is also encouraging experimentation across different creative sectors.
02:59Designers are adapting traditional techniques, reusing materials and developing products aimed at contemporary consumers.
03:07This crafter, her name is Tatevik, and she works with broken ceramics.
03:14So she collects the broken pieces from the crafters, from the ceramic artists, and then she reimagines these pieces into
03:25accessories.
03:27Designers to focus on product development and creativity.
03:31Competitive advantage for our brands would be the craftsmanship that we have, and that's the main competitive advantage that we've
03:38seen at the international level.
03:40And when it comes to fashion, you are looking for something wearable, you're looking for something you can style with
03:45different things,
03:46something more or less practical, if it makes sense, from the fashion sense of point.
03:51But reaching global markets also requires investment in branding, promotion, and distribution.
03:57At an open dialogue with entrepreneurs in Hiva, President Shavgat Mirzioev announced new measures aimed at helping national brands strengthen
04:06their presence abroad.
04:33From textile and fashion, to home design and accessories,
04:37a growing nub of entrepreneurs are helping redefine what made in Uzbekistan means for customers around the world.
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