From the silk workshops of Margilan to the electronics plants of Tashkent, a quiet branding revolution is underway in Uzbekistan. Local companies are no longer content to be anonymous producers; they want their names on the products they make, and they want those names known far beyond the country's borders.
The shift spans industries: textiles, traditional crafts, electronics, home appliances, food, and more. It comes as Uzbekistan's manufacturing and export sectors expand rapidly. Industrial output grew by 6.8% in 2025, while exports jumped 24% to roughly €29 billion, according to the National Statistics Committee.
Changing attitudes at home
Nowhere is the change more visible than in the creative sector. Teplo Store, which began organising markets for local designers in 2018, has grown into a permanent retail space, festivals, and an online platform. It now represents around 100 designers, with festivals drawing up to 150 participants. More than 200 designers have passed through its ecosystem.
Co-founder Charos Kamalova says attitudes toward local products have transformed. When Teplo started, goods made in Uzbekistan were typically seen as either traditional crafts or cheap mass-market items. Independent designers have carved out a new category defined by originality, presentation, and quality.
“Today it became kind of cool to support local brands,” Kamalova said. “People are coming here, buying this stuff and showing others that, look, I'm supporting local brands.”
Traditional craftsmanship remains central to this identity, but designers are adapting it to contemporary tastes. Gulnoza Jo‘rayeva has worked with adras, a silk-and-cotton textile, and natural silk for over 12 years. Her business started at home and now operates in seven locations across Uzbekistan. Production involves young designers, seamstresses, and artists, with much of the work done by hand using traditional techniques. Demand has gone global: the company ships worldwide and has received requests to open in other cities.
For Teplo co-founder Timur Kamolov, this heritage gives Uzbek designers an edge—but only if it is reinterpreted for modern consumers.
“The key competitive advantage for our brands would be the craftsmanship that we have,” he said.
Kamolov argues that traditional techniques must be reimagined in practical, contemporary products to compete internationally. At the same time, stronger business processes are needed to turn creative projects into scalable enterprises.
Testing foreign waters
Some brands are already testing demand abroad. Teplo ran a six-month pop-up in London's Soho and took part in the London Design Biennale, bringing Uzbek design directly to international consumers. Kamalova said the project drew visitors from around the world, not just Londoners, showing real interest in Uzbek design.
“We saw people from around the world, not only locals in London, that showed huge interest,” she said. “We think that our designers have great potential there.”
Digital sales offer another route. Teplo has launched an online platform for customers outside Uzbekistan, while e-commerce marketplaces are opening new channels for producers across sectors. But moving from local production to international sales brings practical hurdles. For the London project, Teplo handled logistics, customs, and documentation for participating designers—tasks that are especially difficult for independent creators whose expertise lies in design, not trade.
The challenge extends beyond the creative industries. According to figures presented by President Shavkat Mirziyoyev after a study of exporters, 40% reported difficulty finding foreign customers, 36% struggled with international standards and certification, 37% cited insufficient export financing, and 33% pointed to gaps in market information, marketing, and branding skills.
Government steps in
New measures announced in August during Mirziyoyev's open dialogue with entrepreneurs aim to tackle these barriers. An “Export Navigator” system will support companies entering foreign markets. Authorities plan to identify 100 products with export potential and provide guidance on competitors, tariffs, certification, and logistics.
The package specifically targets branding and market access. Businesses can receive subsidies of up to €43,000 to promote national brands abroad and adapt them to international requirements. The government will cover half the cost of hiring foreign branding specialists and half of certain warehousing and sales expenses on marketplaces. It will also cover 80% of consulting costs for international tenders, as part of a wider €860 million export-support system.
These measures come as the definition of “Made in Uzbekistan” broadens. Traditional materials and craftsmanship increasingly coexist with modern manufacturing, independent design, and new consumer businesses. The next test is whether more producers can turn locally made goods into brands that consumers recognise beyond Uzbekistan—and whether the government's support will be enough to overcome the practical obstacles that remain.
