The traditional Kazakh product talkan is gradually finding its place beyond the country’s borders. Historically, it was part of the daily diet of nomadic culture, while today it is viewed as an element of gastronomic heritage adapting to modern consumption formats and international markets.
In October this year, Tary Coffee, a café aimed at introducing visitors to Kazakh cuisine and traditional products, began operating in Chicago. The venue is located in River North, one of the city’s central and tourist-oriented districts, home to numerous gastronomic projects.
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The café’s concept goes beyond serving beverages and desserts, offering visitors an introduction to cultural context through food. This approach is increasingly used in major cities as a way to integrate national cuisines into the multicultural environment of megacities.
According to industry observers, interest in the project was driven by its unconventional concept and the use of ingredients largely unfamiliar to American consumers. Professional gastronomic reviews noted that such formats broaden awareness of Central Asian cuisines, which have previously been underrepresented in the U.S. market.
One of the products featured on the menu is talkan, a traditional product made from roasted and ground grains. A particularly noteworthy fact is that talkan attracted interest from the National Aeronautics and Space Administration (NASA). The product was considered among potential options for inclusion in astronauts’ diets. This interest was driven by its natural composition, high nutritional value, and compliance with functional nutrition requirements used in conditions of increased physical load and limited resources.
In addition to talkan, the café’s menu features other traditional Kazakh products, including millet, nawut (crystallized sugar), suzbe, and various grain ingredients. Their use helps form a more comprehensive understanding of national gastronomy and its diversity.
Entering the U.S. market requires comprehensive preparation from Kazakh producers — from assessing export readiness to meeting sanitary and certification requirements. In some cases, such projects are implemented with methodological and advisory support from development institutions specializing in export promotion.
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According to Ainur Amirbekova, Managing Director for Export Development at QazTrade, interest in such products is explained by changing consumer preferences in foreign markets.
<blockquote>“Today, international markets are seeing growing demand for products with transparent composition, history, and cultural context. In this sense, talkan fits well into the global trend toward conscious and functional nutrition. For foreign consumers, not only taste characteristics matter, but also the origin of the product, its traditions, and methods of consumption,” noted Ainur Amirbekova.</blockquote>
“Such cases demonstrate that national products, when properly adapted, can be attractive even in highly competitive markets. This confirms the potential of niche exports and highlights the importance of systematic preparation of producers for entering foreign markets,” she added.