The final of the national KazBrand competition, aimed at scaling Kazakhstani brands, took place in Almaty.
KazBrand is a project focused on developing franchising and promoting Made in KZ products in foreign markets.
A total of 34 strongest projects from various regions of Kazakhstan reached the final, selected from more than one thousand applications.
To ensure maximum objectivity in choosing the winners, the organizers invited independent industry experts. Among them was QazTrade – the Center for Trade Policy Development. The company was represented by the Managing Director for Export Development, Ainur Amirbekova, whose experience in non-resource export and brand promotion contributed significantly to the quality of project evaluation.
The finalists presented their projects in person, answering questions from the jury. Evaluation was based on key criteria such as business efficiency, uniqueness of the product, franchise readiness, quality of management, and scaling potential. This format allowed experts to assess not only the current performance of companies but also their long-term prospects.
Based on the evaluation, the jury announced winners in four categories:
— manufacturing,
— retail,
— services,
— food & beverage.
The winners will receive comprehensive support — from “turnkey” franchise development to assistance with the first sale and marketing packaging.
Among the finalists were strong and already recognizable Kazakhstani brands. For example, the restaurant project SHOQ demonstrated impressive results in the HoReCa sector, showing high scalability due to its established operational model and strong concept. The “Zaika” kindergarten chain reached the final thanks to its sustainable business model and high demand for modern early-education solutions.
The local clothing production segment was represented by MYRZA Brand, which combines affordable formats, unique design, and strong interest from regional buyers. In the retail category, Qorzhyn stood out with its unique commercial concept and modern packaging of national products.
“KazBrand helps entrepreneurs discover new markets, strengthen the image of Kazakhstani products, and grow national brands. We are glad to be part of this movement. I am confident that QazTrade’s participation will further strengthen the expert component of the competition and help spread best practices in brand development,” said Ainur Amirbekova.