Countries of Central Asia Launch Unified Brand Made in Central Asia

Ирина Орлонская Exclusive
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At the first meeting of the ministers of trade and investment of Central Asia and Azerbaijan, which took place on November 13 in Tashkent, an agreement was reached to expand economic cooperation in the region. Participants discussed the goal of increasing mutual trade to 20 billion US dollars and creating a single regional brand called Made in Central Asia. This was the focus of the meeting.

Laziz Kudratov, the Minister of Investments, Industry and Trade of Uzbekistan, initiated the idea of doubling trade turnover. He noted that the countries in the region have significant potential for mutual trade, as their economies complement each other, and business interest in joint projects continues to grow.

From 2017 to 2024, the volume of mutual trade between Central Asian states doubled, reaching 11 billion dollars. To achieve the goal of 20 billion dollars, Uzbekistan proposed to develop a detailed plan that includes the unification of customs procedures, the implementation of digital document circulation, and the recognition of permits, as well as the expansion of the "single window" system. Key steps will also include the creation of a common electronic catalog of manufacturers and the integration of digital platforms of trade ministries and chambers.
According to Kudratov, these measures will allow businesses to find partners directly, reducing costs and eliminating the need for intermediaries. He also proposed to hold an investment forum for Central Asia and Azerbaijan in 2026 in Samarkand, where the new brand Made in Central Asia will be presented.

The Minister of Trade and Integration of Kazakhstan, Arman Shakkaliyev, supported this initiative and suggested moving from a "buy-sell" model to a more complex "invest-produce-sell" scheme. In particular, it is planned to sign a program for the development of industrial cooperation with Uzbekistan, with the possibility of extending it to the entire region and Azerbaijan.

Tajikistan emphasized the importance of digitalization. Minister Zavki Zavkizoda cited examples of successful companies operating at both regional and international levels, such as the startup Zypl.ai, which implements artificial intelligence solutions in 15 countries, and the fintech company Alif, one of the fastest-growing players in the region's digital payment sector. According to him, these examples demonstrate Central Asia's ability to create its own high-tech brands.

Turkmenistan also expressed support for initiatives aimed at simplifying procedures and developing electronic platforms, considering this a key factor in achieving common goals.

The Ambassador of Kyrgyzstan, Duyshonkul Chotonov, reported that the new initiative is seen as a higher level of interaction, allowing countries to jointly make decisions that affect the economic development of the region.

Azerbaijan noted a significant increase in trade turnover with Central Asia: in the first nine months of this year, it grew by 58 percent, exceeding 1 billion dollars. The First Deputy Minister of Economy, Elnur Aliyev, pointed to the development of transport infrastructure and logistics hubs along key routes as factors contributing to the establishment of joint ventures.

In the coming days, an advisory meeting of Central Asian leaders will take place in Tashkent. This regular format of negotiations provides presidents with the opportunity to discuss the most important issues of the region, related to security, trade, transport, water resources, and joint projects, without intermediaries.

Before the meeting, the President of Uzbekistan, Shavkat Mirziyoyev, published an article titled "Central Asia on the Threshold of a New Era," in which he emphasized the need for deeper regional integration based on trust, pragmatism, and shared responsibility. He called for enhanced cooperation, the promotion of joint initiatives, and the creation of a unified regional brand, which aligns with the initiatives discussed at the meeting of trade ministers.
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