Uzbekistan is actively working on improving its image on the international stage, including by inviting foreign celebrities. The expenses related to hosting these guests remain opaque, especially against the backdrop of large-scale events where the adult children of the president can be seen. This is reported by Azattyk Asia, analyzing the features of country PR.
Celebrities in Uzbekistan: from supermodels to football presidents
The phrase "Uzbekistan is opening up to the world," spoken by Shavkat Mirziyoyev, has gained popularity in Tashkent. In recent years, the country has attracted numerous Western stars, who in turn become part of the PR strategy.
Thus, in early September, Gianni Infantino, the president of FIFA, arrived in Uzbekistan, who praised the reforms carried out in his social media. On September 8, President Mirziyoyev awarded Infantino the "Dostlik" ("Friendship") order.
In August, Tashkent hosted Jennifer Lopez, whose concert was covered by local media as a significant cultural event. The singer was presented with a traditional Uzbek robe and a painted lagan with her image.
Maye Musk, mother of Elon Musk, also visited Uzbekistan in 2024, speaking at the Central Asian Expo. That same year, renowned British photographer Peter Sanders came to the country to explore Islamic heritage.
Telegram founder Pavel Durov also praised Uzbekistan's modernization processes during his visit.
Naomi Campbell participated in the "Creative Economy - 2024" conference, while Italian tenor Andrea Bocelli performed at the Independence Day celebration in Samarkand, where the president's daughters were present.
The youngest daughter of the President of Uzbekistan, Shakhnaz Mirziyoyeva (first from the right) with her daughters at Andrea Bocelli's concert. Samarkand, September 1, 2025
In 2024, during the visit of Chechen leader Ramzan Kadyrov to Uzbekistan, he was accompanied by the president's sons-in-law, which sparked speculation about their connections with the Chechen leadership.
Changing of the guard: from Gulnara to Saida
Inviting high-profile guests has become a tradition established by Gulnara Karimova, the daughter of the first president of Uzbekistan. She invited celebrities such as Gérard Depardieu and Sting.
Now Karimova is serving a prison sentence, but her practice continues through the family of the current president.
Gulnara Karimova with Turkish actor Halit Ergenç, who visited Uzbekistan as an honorary guest of the Style.uz fashion festival in Tashkent, October 8, 2012
The contemporary art biennale in Bukhara, held in early September, was highlighted as an initiative of Saida Mirziyoyeva, raising questions about the real purpose of the event and its connection to the city's cultural heritage.
Nadezhda Ataeva, head of the "Human Rights in Central Asia" association, claims that the president's relatives use official events for personal PR and to strengthen their influence. In her opinion, President Mirziyoyev allows his relatives to use state resources for their own interests, which contradicts democratic standards.
Ataeva also emphasizes that the public is not informed about the expenses for visits of foreign guests, leading to a lack of transparency.
According to sources from Ozodlik, there are long-term plans in the government of Uzbekistan to invite influential foreigners, developed in 2018 under the guidance of Saida Mirziyoyeva.
The youngest son-in-law of the President of Uzbekistan, Otabek Umarov (left) with Telegram messenger founder Pavel Durov. Tashkent, June 27, 2024
It is said that the expenses for hosting high-profile guests are covered by various ministries; however, Ozodlik has no confirming documents.
Ataeva emphasizes the need for transparency in the expenditure of state funds on events with foreign guests.
"The budget is formed from taxpayers' money, and citizens have the right to know how these funds are used. Publishing financial reports is a way to ensure public trust and prevent corruption," adds the human rights activist.
Visits of high-ranking politicians
The arrivals of celebrities may raise questions, but the visits of influential political figures undoubtedly contribute to enhancing Uzbekistan's authority, experts note.
President Shavkat Mirziyoyev and President of the European Commission Ursula von der Leyen (second from the right). EU-Central Asia Summit. Samarkand, April 3, 2025
These visits demonstrate the country's openness and its readiness for dialogue, which contributes to expanding economic cooperation and investment opportunities. They also help define areas of cooperation in strategic fields and strengthen regional security.
Recently, Paolo Zampolli, the U.S. Special Representative, visited Uzbekistan to discuss business opportunities with the government. High-ranking officials from the European Union, UN Secretary-General António Guterres, and delegations from Chinese companies also visited the country, making Samarkand a center for international meetings.
"Every president strives to showcase their achievements. Under Shavkat Mirziyoyev's leadership, economic liberalization, support for entrepreneurship, and openness in foreign policy have been implemented. Uzbekistan has become more open compared to previous authoritarian regimes, which is positively perceived by the international community," notes lawyer and analyst Erjan Kaiypov.
Soft power policy in Uzbekistan
Experts compare Uzbekistan's actions to the "soft power" policies of other countries. For example, Qatar has invested billions in the World Cup, while Saudi Arabia is creating an image through concerts and sporting events.
However, the difference is that Uzbekistan does not have such resources, and the undisclosed costs of inviting stars raise questions in society.
"Creating an international image is impossible without respecting human rights. In Uzbekistan, there is a gap between official statements and reality," says Nadezhda Ataeva. "At a recent international human rights forum in Samarkand, loyal human rights defenders were present, while independent activists were under control. This contradicts the declared openness," she adds.
Ataeva notes that despite claims of openness, Uzbekistan remains politically closed. Freedom House classifies the country as "not free," and in terms of press freedom, Uzbekistan ranks 148th out of 180 possible positions.
"It is impossible to create a genuine international image without respect for human rights. Uzbekistan hinders the accreditation of international human rights organizations and independent media, undermining real efforts to ensure citizens' rights," concludes human rights activist Nadezhda Ataeva.
