180,000 Videos About Nauryz: TikTok Summarizes the Results of Its Online Festival, DKnews.kz reports.
TikTok has announced the results of its third annual #Nauryz2025 online festival. The initiative sparked tremendous interest across the platform: within just two weeks, users from all over Kazakhstan created over 25,000 videos showcasing how they prepared for and celebrated Nauryz. Over the three years of the festival's existence, nearly 180,000 videos dedicated to Nauryz have been created by users.
This year, the online festival received record-breaking support from partners, including the Ministry of Culture and Information of the Republic of Kazakhstan, the Ministry of Science and Higher Education, the Ministry of Tourism and Sports, the national company Kazakh Tourism, Visit Shymkent, the Almaty Tourism Bureau, and the Astana Tourism Development Center.
A total of 24 universities from across Kazakhstan participated in the festival.
As the leading short-form video platform, TikTok has consistently launched initiatives aimed at promoting and celebrating Kazakhstan’s rich cultural heritage. One such initiative is the Nauryz online festival, which for the third consecutive year has united the TikTok community in Kazakhstan around this cherished holiday.
#Nauryz2025 on TikTok
This year’s online festival generated remarkable engagement: within just two weeks, more than 25,000 videos were created under the project hashtag #Nauryz2025. Users captured every aspect of Nauryz – sharing its traditions, history, recipes for traditional dishes, footage from public celebrations, music, dance, and other creative expressions that highlighted the depth and beauty of their cultural heritage.
In addition to official partners, the festival was supported by popular TikTok creators. The talented dombyra player Zhaksy (@zhakso_) performed his own version of the beloved song "Kamazhai"; the educational project @ult_kazynasy shared fascinating facts about Nauryz; culinary creator Saniya (@saniya_sagiimbaeva) cooked Kazakh dishes in stunning settings; and travel blogger Aset (@travelove100) spread festive cheer through his content.
For the first time, TikTok also installed special interactive zones in the main squares of Kazakhstan’s largest cities – Astana, Almaty, and Shymkent – drawing hundreds of thousands of residents and visitors.
The Festive Dastarkhan
Food was a major theme of the festival. Users showcased their beautifully laid tables, shared recipes for Nauryz-kozhe, kuyrdak, and delicious sweets, participated in real cooking challenges, and posted humorous content about blending Kazakhstan’s diverse culinary cultures. Many also reviewed restaurants offering traditional cuisine.
National Music and Dance
During the holiday, national melodies took center stage on the platform. The dombyra went viral as users demonstrated their skills on this iconic instrument, creating covers of both traditional and modern compositions. Kazakh dances, performed in colorful traditional outfits, also filled TikTok feeds. One specific trend that gained huge popularity was dancing to the song "Қазағымсың" by Sai Makhambet – people danced to it at home, with friends, with family, and even played it on the violin.
Blending Traditional and Modern Fashion
One consistent trend of the festival was the fusion of traditional Kazakh fashion with modern styles. Users recreated authentic costumes, offered modern takes on national attire, and incorporated traditional ornaments into their holiday makeup. These expressions reflected a deep respect for heritage and a strong connection across generations.
“The Ministry of Culture and Information of the Republic of Kazakhstan welcomes TikTok’s initiative in organizing the annual #Nauryz2025 online festival, which helps to popularize national traditions and cultural values among a broad audience, especially the youth. We highly value the contribution of digital platforms in preserving and promoting intangible cultural heritage. The enthusiasm of Kazakh users, who showed genuine interest in the history, fashion, and symbolism of Nauryz, highlights the living connection between generations and a desire to maintain cultural identity in contemporary formats. We believe initiatives like this strengthen cultural identity and support the development of the country’s creative industries” Stated the Ministry of Culture and Information
Festive Celebrations Across the Nation
The platform lit up with vibrant scenes from public celebrations in cities and villages across Kazakhstan — from Astana to Shymkent, from Aktau to Almaty. Millions took to the streets to welcome spring, enjoy traditional food, take part in cultural activities, and share the festive atmosphere on TikTok. Some set new records: in Kokshetau, an impressive parade featured 1,600 women wearing traditional kimeshek headscarves, while in Aktau, more than 5,000 people dressed in Kazakh national attire gathered along the Caspian Sea promenade, proudly showcasing their unity and cultural pride.
Student Creativity
This year, university students and faculty across Kazakhstan were especially active. They shared how Nauryz was celebrated at their institutions, dressed in traditional clothing, participated in performances, gathered around festive tables, and congratulated one another. In total, 24 universities joined the #Nauryz2025 festival. For instance, Almaty Management University hosted a showcase of national attire, Narxoz University students took part in dance trends, students at Nazarbayev University played the dombyra, and students from Zhanibekov University shared videos from their campus celebrations.
“The participation of Kazakh universities in the #Nauryz2025 online festival is a vivid example of how modern digital platforms can enhance the educational environment by engaging students in preserving and promoting cultural heritage. It’s inspiring to see how enthusiastically young people express traditions through creativity, music, fashion, and art. This is a vital step toward shaping a culturally rooted and self-aware generation. The Ministry will continue supporting initiatives that merge education, creativity, and national values” Dinara Shcheglova, Vice Minister of Science and Higher Education of the Republic of Kazakhstan
Art and Traditions
Artists and craftsmen on TikTok dedicated their works to the holiday. They created paintings inspired by Kazakh culture, painted traditional carpets, and even crafted handmade tabletop yurts.
Nauryz With Loved Ones
Users shared how they celebrated Nauryz with their families — for some, it was their very first Nauryz celebration. People from all walks of life took part: doctors, office workers, police officers — and even pets joined in on the fun.
“We are seeing a growing interest from international tourists in our culture, cuisine, traditions, and lifestyle. More and more travelers are seeking meaningful, immersive experiences that allow them to connect with living traditions. In this context, initiatives that empower young people and society as a whole to present our rich heritage on modern digital platforms are particularly important. It’s especially encouraging that the younger generation is playing a leading role in this movement” Kairat Sadvakasov, Head of Kazakh Tourism
“We are incredibly proud of the impact we’ve achieved over the three years of the Nauryz online festival. During this time, users across Kazakhstan have created 180,000 videos about our main national holiday. They’ve become part of a major event and shared the richness and beauty of our culture with TikTok users worldwide. We are deeply inspired by these results and will continue to support Kazakhstan’s national culture and the amazing creative spirit of our users” Melis Caglar, Head of Operations for TikTok in Eastern Europe and Central Asia
