Uzbekistan brings culture and cuisine to London in soft power push

LONDON/ TASHKENT (MNTV) — One of Central Asia’s most ambitious cultural diplomacy efforts is taking shape this weekend in the heart of London, where Uzbekistan will host a two-day celebration of its national identity through food, art, and trade.

The “Uzbek Culture and Food” festival, scheduled for June 21–22 near the iconic Tower Bridge, will feature more than 100 participants — including chefs, artisans, fashion designers, and cultural figures from across Uzbekistan. 

According to Dunyo, the state-run information agency of Uzbekistan, the event also marks the debut of the “Made in Uzbekistan” trade fair, a showcase for over 20 leading exporters of Uzbek agricultural products and processed foods.

Beyond the colorful displays of traditional cuisine and craftsmanship, the event reflects Uzbekistan’s growing focus on cultural diplomacy as a tool to boost tourism and international engagement. In addition to folk performances and food tastings, the program includes business-to-business meetings and roadshows linking Uzbek and British tourism companies.

Among the products featured are fresh fruits, vegetables, legumes, and melons — long central to Uzbekistan’s agricultural heritage — along with an array of ready-to-eat and semi-processed goods aimed at foreign markets.

 Organizers say the trade component is meant to signal confidence in Uzbekistan’s export potential, especially in sectors linked to sustainable and traditional production.

The festival is also being promoted across London through banners on more than ten iconic red double-decker buses reading “Welcome to Uzbekistan,” an unusual and eye-catching soft power gesture in one of the world’s most competitive cultural capitals.

As Uzbekistan continues to open up economically and politically, such events are becoming central to its global strategy — not just to attract tourists, but to reshape the country’s international image as a modern, dynamic, and culturally rich destination.