This article was submitted from the Kazakh MFA to the Editorial team of EUReflect and has been published elsewhere.

“Born Bold” is Kazakhstan’s recent international promotion campaign to showcase the country’s dynamic, forward-thinking approach to economic growth, social progress and innovation.

It highlights Kazakhstan’s strategic sectors; such as energy, logistics, education, and tourism, positioning the country as a bold and attractive destination for global businesses, investments, and cultural exchange.

The campaign promotes Kazakhstan’s economic diversification, reducing reliance on traditional sectors and positioning the country as a leader in new industries, from AI and technology to renewable energy and finance.

Most importantly, we have centered the campaign around Kazakhstan’s most valuable asset: its people. In addition to capturing the unique Kazakh mindset, the campaign highlights a workforce that is young, highly educated, highly skilled, digitally native, and dynamic.

We invite global investors, businesses, and innovators to harness the bold spirit of our population, explore Kazakhstan’s many opportunities, engage with our vibrant economy, and contribute to a shared vision of sustainable progress.
Messages on What the Campaign Aims to Achieve.

The campaign strives to make Kazakhstan the primary hub for investment and innovation in Central Asia, linking Europe and Asia through strategic trade, logistics and infrastructure, and technological projects.

Born Bold aims to raise Kazakhstan’s profile as a brave and dynamic global economic player and a pioneer in environmental and technological advancement.

It seeks to enhance the country’s competitiveness, internal reforms, promotion of new investment opportunities, while preserving its unique cultural heritage and natural beauty.

By diversifying its economy through the growth of key strategic sectors, the campaign helps secure long-term economic stability and resilience against global market fluctuations.

The campaign also aligns with Kazakhstan’s broader economic reforms, including the creation of free economic zones and fostering entrepreneurship.

It aims to promote economic reforms which improve business regulation, enhance business transparency, and foster a climate of long-term stability, making Kazakhstan a more attractive destination for international business.

The campaign showcases Kazakhstan’s bold identity and ambitions on the world stage, fostering a sense of national pride and global recognition for its achievements to date.

Slogan

The vision for Kazakhstan’s Born Bold campaign was first laid out by President Tokayev in his address at the grand opening ceremony of the World Nomad Games on September 8 earlier this year. He particularly stressed that nomads are “born courageous” (quote “тумысынан қайсар”) referring to Kazakh people’s inherent ability to face challenging circumstances with strength and resilience.

The slogan speaks to the character of our nation. Our people are known for their ambition and innovation – qualities that have driven our country’s progress throughout history. By choosing the word “Bold,” we are emphasizing the confidence with which Kazakhstan is stepping onto the global stage, ready to engage with the world and showcase our potential.

In essence, “Born Bold” is a statement of who we are as a nation – confident, ambitious, and ready to embrace the opportunities ahead.

Who initiated this project?

The “Born Bold” campaign was initiated and conceptualised by the Government of Kazakhstan, through its export promotion agency, Kazakh Invest, and with the help of international experts specialising in international country branding and investment attraction.

The campaign itself is financed by private sector donors seeking to promote Kazakhstan’s significant potential in terms of investment, tourism and global presence, viewing it as a key part of our country’s efforts to showcase the unique strengthens and opportunities on the world stage.

The Government of Kazakhstan actively participated in the implementation of this initiative, ensuring that the campaign aligns with our national interests and goals.

In addition, we provided logistical support in organizing the video shoots and other aspects of the project to ensure that Kazakhstan’s message is communicated to a global audience in a professional, compelling, and impactful manner.

What results do you expect from the campaign?

Increased Foreign Investment: One of our primary goals is to attract more foreign investment by showcasing Kazakhstan as a dynamic and promising environment for business. We expect the campaign to enhance Kazakhstan’s visibility among international investors and business elites, leading to increased interest in sectors such as energy, technology, agriculture, and infrastructure.

Boosted Tourism: We anticipate a substantial increase in international tourism as a result of the campaign. By highlighting Kazakhstan’s natural beauty, rich cultural heritage, and unique travel experiences, we aim to position our country as a must-visit destination.

Enhanced Global Image: The campaign is also intended to strengthen Kazakhstan’s global image, positioning the country as a modern, forward-thinking, and vibrant nation. This enhanced perception will benefit our international relations, create new opportunities for cultural exchange, and support our broader diplomatic efforts.

Economic Growth: Ultimately, the increased investment and tourism resulting from this campaign are expected to contribute to overall economic growth, creating jobs, supporting local businesses, and generating revenue that can be reinvested in national development.

Bold in Economy.

Kazakhstan remains by far the largest economy in Central Asia. Fuelled by a young and vibrant population, growing middle class, abundant natural and agricultural resources, and immense global transit potential – the fundamentals for growth and diversification.

Last year, we registered economic growth of 5.1%, and aim to double GDP to 450 billion USD by 2029. To achieve this ambitious goal, we have to ensure the annual growth of 6 to 7 percent by building a modern knowledge-based and innovation-driven economy.

Kazakhstan also plays critical role in generating carbon-free power globally, as a leading exporter of uranium, accounting for 43% of the world’s supply. The country’s immense renewables potential also means it is poised to be a major clean energy exporter to the rest of Eurasia.

On top of that, as the world decarbonizes in the coming decades, critical minerals, including rare earths, will become essential. Kazakhstan is ready to become one of the main suppliers of these transition minerals.

Bold in Investment.
We are dedicated to fostering an investment climate in line with the highest global standards to ensure that Kazakhstan remains the primary FDI destination in Central Asia.
Since 1993, Kazakhstan has attracted a total of 441 billion dollars in foreign direct investments (FDI). Top 10 investors since 2005 are the Netherlands, the USA, Switzerland, China, Russia, France, the UK, Belgium, the Republic of Korea, and Japan.
In 2023, the gross FDI inflow into Kazakhstan amounted to $23.4 billion, in the first quarter of 2024 – $5,7 billion.
To double the volume of our economy by 2029, we plan to attract at least 150 billion USD in FDIs.
We have recently created a high-powered investment board to bolster decision-making and comprehensive end-to-end state support for strategic investment projects.
The Astana International Financial Center (AIFC) is a unique institution in Central Asia offering an English common law-based international court, arbitration system and world-class regulation. In 2024, more than 3000 companies from 82 countries were registered at AIFC. Total trading volume on the AIX exchange in 2023 was $582 million, up 236% from 2022.
Since 2018, more than $12 billion of investments have been raised through the AIFC platform.
Kazakhstan’s strategic initiatives include establishing special economic zones (SEZs) across the country to incentivize industries and create investor-friendly environments.
The country’s participation in international forums and investment roadshows, such as the Kazakhstan Global Investment Roundtable (KGIR), showcases investment opportunities and fosters partnerships with global stakeholders.

Bold in Transport and Transit
Today, 80% of overland transit traffic between Asia and Europe goes through Kazakhstan.
Kazakhstan’s strategic geographic location and its role as a transit hub for global trade routes underscore its role in global cooperation. The country’s participation in China’s Belt and Road Initiative and the EU’s Global Gateway project has positioned it as an important link between East and West.
Kazakhstan’s investments in infrastructure, especially in transportation and logistics, have positioned it as an important part of the global supply chain. Kazakhstan leverages its geographic and economic strengths to contribute to international trade and economic development.
In 2023, Kazakhstan handled a total of 980.7 million tons of cargo, a 4.4% increase from 2022. The breakdown is as follows: rail transport accounted for 416.4 million tons (+2.8%), road transport – 287.1 million tons (+10.6%), pipelines – 275 million tons (+0.8%), sea and coastal transport 1.3 million tons (+11%), inland water transport 762,200 tons (+9.5%), and air transport 23,800 tons (-2.8%).
A total of 13 international transport corridors cross Kazakhstan, including 5 railroad and 8 road corridors. In 2023, transit traffic volume reached 32 million tons. By 2029, there is a plan to increase this to 35 million tons.
The Trans-Caspian International Transport Route (TITR) “Middle Corridor” has a throughput capacity of 6 million tons, including 100,000 TEU, over a length of 6,180 km.
In 2023, 2.76 million tons of cargo were transported along TITR, a 65% increase from 2022 (1.7 million tons) and three times the volume in 2021 (840,000 tons). In the first nine months of 2024, cargo transportation along the TITR increased by 70%, reaching 3.4 million tonnes, with the total for the year projected to reach 4.2 million tonnes.
Kazakhstan and foreign partners are interested in further developing this route, which aims to connect Europe and Central Asia. The EU has committed to investing €10 billion in interconnectivity in Central Asia at the Global Gateway Investment Forum in Brussels in January 2024. The European Investment Bank and EBRD signed MOUs totalling €1.47 billion with the governments of Kazakhstan, Kyrgyzstan, and Uzbekistan, as well as with the Development Bank of Kazakhstan.
We invite foreign investors and contractors to follow the example of PSA International and actively participate in the development of this essential route including Caspian Sea ports, dry ports, logistical chains and shipbuilding.
We are also working on the International North-South Transport Corridor connecting India and the Persian Gulf to Russia and Northern Europe.
In this context, a stable Afghanistan could be a game-changer in terms of connecting Central Asia to the huge markets of South and Southeast Asia.

Bold in Climate Change
At COP28 in Dubai, Kazakhstan announced the decision to join the Just Energy Transition Partnership, aiming to address existing coal dependence.

Climate change makes our region one of its hot-spots. Even if we successfully limit global warming to 1.5 degrees by 2050 – which looks increasingly unlikely – our region will see up to 2.5 degrees of temperature rise.

Kazakhstan’s initiative to open the Project Office for Central Asia on Climate Change and Green Energy in Almatycan lead on these issues. We also look forward to hosting a Regional Climate Summit in Kazakhstan in 2026 under the UN auspices.

We have bold ambitions for our clean energy sector. Kazakhstan has immense solar and wind energy potential, and in a matter of decades, these renewable sources will be the life-blood of our economy and beyond.

The significant investments by major international renewables companies are a testament to this potential, and we look forward to working with our global partners, and with domestic companies, to accelerate the growth of our clean energy generation sector.

We have no doubt that, before long, Kazakhstan will be a major green powerhouse, which exports renewable energy across Eurasia, including through the Green Middle Corridor.

Bold in Water Security.

Water is both the first victim and a driver of the climate crisis. Over 2 billion people in the world do not have access to safely managed water.

This is a global issue, and so our advocacy must be global. Kazakhstan is seeking to become a global leader on this issue, and that is why we are looking forward to the One Water Summit to be held in December this year, co-chaired by Kazakhstan and France.

Bold in Food Security.

The water agenda relates directly to the global food security crisis. According to latest data, more than 700 million people faced hunger in 2022.

Kazakhstan being one of the world’s largest grain producers exports its agricultural products to more than 80 countries. Given global food deficits, we aim to triple the productivity of this sector and to double exports.

Bold in Digital Sector:

The digital sector is at the top of Kazakhstan’s agenda as we intend to become a regional tech hub. The digital economy is expected to produce 150,000 jobs in Kazakhstan turning into a new growth engine.

To enhance our competitiveness, we are pioneering the development of AI technologies.

Our country is already recognized by the UN as a top-30 when it comes to utilizing digital technologies.

Kazakhstan is actively promoting the flow of data across the markets through creating an enabling regulatory environment, and facilitating investment and research collaborations between digital economies globally.

Bold in Diplomacy:

As we forge ahead as a Just Kazakhstan, we are increasingly committed to responsible diplomacy and creating value for the global community.

All external partners understand well what Kazakhstan stands for, seeing us as reliable and trusted partners. We will stay open and connected to the world, and ensure that we embody the notion of a “Global Kazakhstan”.

Being open to the world, we remain vigilant and proactive in defending ourselves against external challenges. We will never hesitate to defend Kazakhstan’s legitimate rights and interests, let alone sacrifice our core interests.

Kazakhstan makes the deliberate choice to prioritize diplomacy and dialogue over conflict and coercion. This choice is our strength, uniquely positioning us to help bridge deep divides, from territorial disputes to ideological conflicts.

Our commitment to peacebuilding through dialogue demonstrated by our recent commitment to facilitate the peace process between Azerbaijan and Armenia – an effort that underscores our belief in the ability of middle powers to drive international dialogue.

Earlier in the century, Kazakhstan supported and contributed to the international process on the Iranian Nuclear Deal.

Since 2017, the so-called “Astana Process” has become central to the peace efforts regarding the Syria conflict, advancing a new vision for conflict management.

Kazakhstan’s commitment to multilateralism is unwavering. This year, we presided over six international bodies: Shanghai Cooperation Organization, Organization of Turkic States, Conference on Interaction and Confidence-Building Measures in Asia, Collective Security Treaty Organization, Islamic Organization for Food Security, and International Fund for Saving the Aral Sea.

We learned from COVID-19 that countries should “build bridges not walls” to navigate shared challenges. There is an urgent need to address the global governance gaps that present obstacles to this process.

Bold in Culture and Tolerance

Our people understand firsthand the true meaning of unity and peace. These are enduring values of the representatives of all ethnicities who have survived hard times and found shelter on the Kazakh land.

Thanks to the recognition of and respect for these values, our people live in peace. This is an unprecedented achievement.

The program of political reforms has become a new real and attractive platform for the integration of all ethnic groups into a single nation.

We have developed our own special way of life, in which the traditions of different cultures merge into a solid fusion of national identity. This unique identity, having withstood the test of time, has become our nation’s identity code.

The national civic identity does not reject ethnic features, it is aimed at forming the foundation of a new model of civil society. Every ethnic group in Kazakhstan has had and will have the opportunity to develop its traditions, culture, and language. This is, in fact, the basis of national identity. At the same time, all citizens of Kazakhstan should feel a sense of belonging to the past, present and future of our state, the symbols of our nation and its cultural core.

The principles “we are different, but we are equal”, “unity in diversity” should run through the system of preschool, secondary school and higher education.

Kazakhstan is a large, united nation, one might say, a team, in which each ethnic group makes its own invaluable contribution to strengthening friendship, harmony and accord. We must be unwavering in our commitment to our fundamental values.

Bold in Reforms:

Kazakhstan undergoes the most significant process of political transformation that is ushered in change at every level of our society and ensures that results of our progress are shared fairly – with no one left behind.

We have taken enormous strides over the last two years towards strengthening our democracy. Four policy reform packages, followed by constitutional referendum, has changed 1/3 of our Main Law, reformed key institutions of power.

We have expanded political participation; reset political and economic systems to further liberalize our society, uphold living standards, fight corruption and reduce inequality.

Last electoral cycle has been the most competitive in our history. Today’s Parliament with wider representation of civil society and political parties bring Kazakhstan closer to the model of “Strong President – Influential Parliament – Accountable Government.”

We have strengthened independence of courts. The Constitutional Court has been re-established. The Human Rights Ombudsman has been given constitutional status with his offices operating across the country.

The reforms have also made it possible to increase the level of mutual trust between the state and society and showed the unity of the position of all citizens regarding the future of the country.

Last December the President has signed III Presidential Decree followed by the Action Plan on Human Rights and Rule of Law. This comprehensive document brings Kazakhstan’s democratic institutions, human rights mechanisms, including labour rights closer in line with international standards – in full compliance with our international commitments.

This Action Plan is being implemented by the Government in close partnership with the civil society and the international organizations, such as the UN and the OSCE.

Bold in Sport

Sport has long been a crucial part of the Kazakh identity and culture. The recently-held World Nomad Games, hosted in Kazakhstan, were an embodiment of our traditional culture, and the bold spirit of our athletes led them to success.

As well as promoting Kazakh athletes, and the value of sport in the health and development of our population – particularly young people – we also see the growth of sport in our country as a major vector for economic growth.

That is why we are making bold investments in world-leading infrastructure and seeking to expand sports tourism both through recreational opportunities, and through seeking to host prominent international sporting events.

www.boldkazakhstan.com