Description

Context
Youth in Kazakhstan are turning away from farming.
They see it as outdated, unprofitable, and lacking prestige: a sharp contrast to “trendy” careers in tech and urban life.
Yet Kazakhstan holds massive untapped potential in meat production for domestic use and export. By 2024, the number of small livestock count had dropped below 55% of 1990s levels. Livestock farming, once a symbol of cultural pride, risks fading from national identity.

Insight & Big Idea
Farming can be cool. Modern. Profitable. Purpose-driven.
We discovered a growing interest among Gen Z in heritage, sustainability, and meaningful careers. With TikTok and YouTube as their main playgrounds, we saw an opportunity to flip the narrative.
The “Big Idea”: Farming isn’t a burden of the past, it’s a future-forward lifestyle. It’s about technology, entrepreneurship, purpose, and reconnecting with land, animals, and identity.

Execution
We launched Qunar+ media platform: the first livestock reality show with a social mission.
We selected low-income rural families with children. Provided them with farm animals, feed, and expert mentorship. Matched them with influencers who shared their journey online.
Created 35 episodes of real-life transformation stories. Engaged Gen Z through TikTok, YouTube, and Instagram.

Organized:
-Qunar Etno Fest — a large open-air celebration of Kazakh farming
-Museum Exhibition at Kasteev Art Museum showing livestock’s historical role
-Dozens of live meetups with educational activations for those interested in pursuing farming as career/business.

Metrics
Launch date: October 27, 2024
Reach: Over 30 million (YouTube, TikTok, Instagram, media)
Audience: Kazakhstan (92% of reach), youth 18–35 (84%)
Engagement: 1.4M+ YouTube views, 14.5M TikTok views, 5M Instagram views
2 500 — Messages from viewers motivated to try farming
93 and 3 — New born lambs and calves in project

The result? A national movement. Revived interest in farming among an urbanized, screen-native generation. Showed real families earning real income without leaving their village. Inspired conversations across government, education, and private sector.

Claim
Farming – the trend of the season

Credits

The project was organized by Akerke Tatisheva, with the concept and livestock expertise provided by Zhanibek Kenzhebayev. The filming process was carried out by the production team of Kuanysh Beysek.