What happens when you combine traditions with marketing, national cuisine with aesthetics, and beshbarmak with fast delivery? The story of a Kazakh woman who doesn’t just cook meat, but recreates culture, shows that beshbarmak is more than just food. It’s a bridge between generations, family pride, and a brand with deep meaning.
National taste — not for the sake of hype
Asemgul Kabeldinova has been teaching how to cook delicious national dishes for several years now, sharing that she taught the project participants how to cook kazy and shuzhyk themselves.
— I don’t break away from traditions, but I don’t ignore the realities of the time either. My task is to talk about national cuisine in a way that is understandable and close to today’s audience, — the entrepreneur shares.
Her arsenal includes:
         •        Instagram and TikTok — as platforms for promoting Kazakh cuisine;
         •        unique master classes that combine national costumes and traditions of serving meat;
        •        philosophy: kazy and shuzhyk are not just food, but a symbol of love, care and respect in the family.
The buyer cares about taste, packaging, aesthetics, history. This is what she tries to combine in one product.
- We cannot change time, but we can adapt traditions to its rhythm, - she says. - Our mission is to ensure that the national dish does not lose its meaning, but takes on a form convenient for the modern consumer.
Asemgul herself admits that this is not just a business. This is a system that conveys the taste of national cuisine in a modern format, - she says.
A new step is the launch of a line of semi-finished products from halal products:
         •        already cooked and portioned meat,
         •        ready-made dough,
         •        aromatic sauce based on broth.
This is how a product is created that can be easily assembled at home in 15-20 minutes. The format is called "Kazakh Grill Bar" — fast, tasty and real.
This is a solution for those who:
         •        don't know how to cook meat,
         •        get tired at work,
         •        don't know which part of the carcass to start with.
— We want beshbarmak to be not only affordable, but also aesthetically pleasing. With love — for the family, — she notes.
From the kitchen to the cultural code
— It was hard at the very beginning. My husband and I started without a team, without a ready-made system. We worked together: from slaughtering cattle to washing floors. We slept for 4-5 hours. But this is what made us stronger, — the entrepreneur recalls.
The project has become a family affair. The husband is the initiator, the wife is the inspirer and a full-fledged partner.
Beshbarmak is a brand
— We are wrong if we perceive beshbarmak as just a traditional dish. It is a brand, like pasta for Italians or kimchi for Koreans, — Asemgul says.
Her approach:
         •        offer beshbarmak as a service;
         •        pack it in a modern visual;
         •        accompany it with history and values through master classes and media;
         •        form an emotional connection: don’t just sell — make it feel.
— We don’t just sell a product. We pass on culture, — she is sure. — Therefore, beshbarmak is not just a taste, it is pride, it is a symbol. It is something that does not stand on the shelf — it lives in the heart.
Recipe in detail
To preserve the taste and simplify the process, they offer three ready-made elements:
         1.      Dough — hand-rolled, cut, stored chilled.
         2.      Meat — pre-cooked over low heat, divided according to traditional rules.
        3.      Sauce - based on broth, with onions and spices, according to a signature recipe.
- This is not just a semi-finished product. This is a national dinner, ready in 20 minutes.