Final of the national reality competition KazBrand: the birth of brands with soul
On 21 November 2025, the final of the national reality competition KazBrand took place in Almaty — a large-scale project about entrepreneurship, courage, and ideas that grow into brands. The organiser is the Central Asian Association of Franchise (CAAF), supported by the National Chamber of Entrepreneurs “Atameken” and the “Respublica” party.
The competition attracted great interest: a total of 1,100 participants registered, 330 passed the pre-selection stage, 80 submitted full applications, and 33 of the best entrepreneurs were selected for the final. They represent different regions of the country and aim to scale their businesses through franchising.
The jury included well-known entrepreneurs and industry experts, a member of parliament, and representatives of state institutions. The jury was chaired by Timur Zharkenov, Deputy Chairman of the Board of NCE “Atameken”.
Gulbanu Maigarina, Chairwoman of CAAF, emphasised in her opening speech the importance of the competition for the development of franchising and entrepreneurship in the country: “KazBrand is not just a competition. It is a journey of those who believe, create, and change the rules of the game. Today, we have gathered people who are building the future of Kazakhstani business — bold, structured, and recognisable.” She also reminded that Kazakhstan has over 2.3 million SMEs, and about 30,000 companies operate under franchise models.
According to her, franchising is a path that helps entrepreneurs develop faster and more confidently. “Four winners of the competition will receive a full franchise development package worth from 7 million tenge, one year of support, a development strategy, assistance in franchise sales, and marketing and legal support,” noted Gulbanu Maigarina.
Project partners supported the initiative and expressed confidence that KazBrand will become a starting point for new national brands. Deputy Chairman of the Board of NCE “Atameken” Timur Zharkenov said: “The final of the KazBrand reality competition is living proof of the priorities outlined by the President: the development of entrepreneurship, digitalisation, and the growth of national brands. Let the best of the best win!”
Member of the Mazhilis of the Parliament of the Republic of Kazakhstan from the Respublica party Aituar Koshmambetov added: “Creating and holding a large-scale project like KazBrand is not an easy task. It takes enormous work, belief in domestic entrepreneurs, and the desire to give everyone a chance. Such initiatives shape a new generation of Kazakhstani business — free, responsible, and creative.”
The finalists presented their projects in the categories “Manufacturing”, “Retail”, “Services”, and “Food service”. Each participant presented their business model, answered the jury’s questions, and received expert evaluation.
Based on the jury’s decision, the following brands were named winners:
- “MYRZA BRAND” (Manufacturing)
- “Qorzhyn” (Retail)
- “SHOQ WEST” (Food service)
- “Zaika Kindergartens” (Services)
The winners received full franchise development and one year of support from the KazBrand team, and recipients of special awards received free memberships in the Central Asian Franchise Association.
Special award winners:
- Best Idea — MagicStick electro-epilation studio
- Best Product — Arlan Design
- Best Self-Presentation — creative centre Qasietti and PIZZA 500 TENGE
Closing the ceremony, Gulbanu Maigarina addressed the participants and partners: “KazBrand is a unique platform where brands with soul are born. Thank you to everyone who believes in their ideas, moves forward, and inspires others. Your work and creativity make Kazakhstan brighter and stronger! My thanks to our partners — I wish everyone prosperity, success, and good fortune!”
Participants and guests noted that the reality competition became a unique platform for sharing experience and showcasing the best business ideas in Kazakhstan. The KazBrand final turned out to be not just a concluding event, but a moment that united creativity, development, and belief in the potential of Kazakhstani entrepreneurship.
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