She is called a phenomenon person who managed to turn Ust-Kamenogorsk into a creative center of Eastern Kazakhstan. Ethnodesigner, artist, founder of the AyaVostok brand and creative platforms Oskemen Creative and The Third Place, author of unique felt products and public figure - Ayazhan Kaiyrkhankyzy in recent years has combined art, traditions and business into a single ecosystem. The editorial board of Qazaq Culture talked to her about how felt became a symbol of modern art, why creativity is the economy of the future and what the "Warm Heart of Ust-Kamenogorsk" means.
Ayazhan, you recently presented a joint art project "Warm Heart of Ust-Kamenogorsk". What is its idea?
- This project was born from the desire to show our city from a new side - through a woman's point of view, through the warmth of home and nature. Together with the artist Elena Utkina, we combined two directions: felt and painting. Felt is a symbol of the stability and comfort of the steppe, and painting is a mirror of the inner world. Together they create a dialogue between the past and the present. For me, "Warm Heart of Ust-Kamenogorsk" is a declaration of love for my native land, family, culture and nature.
At the same time, you yourself do not remain on the sidelines. Your felt works are known far beyond the region. You created a carpet for the inauguration of the President of the country, for the Baiterek Foundation, museum exhibitions. How did you come to felt?
- I think it is a family legacy. My grandmother was a master of felt and sewing, my grandfather was a blacksmith. Since childhood, I have seen how things are created by hand, how they carry warmth and energy. In 2008, I registered my first individual entrepreneur and began working in this field. For me, felt is not just a material, but a living fabric of culture.
Yes, felt is your passion, but you are also involved in the development of culture in the region, where not everything is always easy. How did the Oskemen Creative project come about?
— When I returned to Ust-Kamenogorsk, I realized that no one knew what the “creative industry” was. But there was already a decree from the President on the development of this area until 2025. I had to literally introduce this concept to the masses step by step. In 2023, we created the Council under the Atameken Chamber of Entrepreneurs, and a year later we registered Oskemen Creative as a state enterprise. Our idea was simple: to gather all the disparate initiatives into a system. Today we have more than a hundred residents, a number of iconic festivals, art projects, open-air film screenings, educational programs, and “roasting projects” in front of investors.
And why do you call yourself a “phenomenon of the first”. What does that mean?
— I did many things for the first time in the region: the first charity auction in the creative sphere, the first systemic podcasts about creativity, the first proposals for an international film festival, the “Carpet of Friendship” made of a thousand felt balls, festivals with open-air film screenings. I didn’t think about “being the first.” I just worked and looked for new forms. But today I understand that this “first steps” effect has become important for the city. And I am proud to be a part of it.
I know that you also have a “Creative Quarter” project, you are talking about a film festival on the banks of the Irtysh. Why does the city need such initiatives?
— Because they change identity. Ust-Kamenogorsk has always been perceived as an industrial center. But creativity has shown that we can be not only factories, but also a city of ideas, art, inspiration. When young people see that the city has cinema, art spaces, festivals, they stay and create projects. And for business, these are new opportunities — tourism, image, new jobs. Creativity is the economy of the future.
You know, Ust-Kamenogorsk is gradually moving beyond the usual image of an industrial and manufacturing city, becoming the creative center of Kazakhstan. This is a real turning point in thinking: residents are beginning to perceive themselves not only through metallurgy, but also through art. One of the symbols of the new stage could be the Alley of Stars of Creators "Shiliktinskaya Zvezda" — the project is still at the discussion stage, but is already generating great interest. Moreover, it was this initiative that inspired the idea of ​​holding a film festival on the banks of the Irtysh and Ulba. Why not? The story is quite comparable to Cannes: the French city and our Oskemen have a similar path — from a local center to an international cultural venue.
Your new project "The Third Place" has become a logical continuation of "Oskemen Creative". What kind of space is this?
— This is the "third place" in a person's life. The first is home, the second is work, and the third is a space where you can create, communicate, and develop. This is a discovery for the region. We have already held the first charity auction there and plan to regularly hold exhibitions, mini-galleries, and art evenings. It is important to me that creativity is not elitist, but accessible to everyone.
Your story is an example of how personal creativity can become a driver for an entire industry. What do you consider your main achievement?
— Probably, what we managed to show: creativity is not an abstract word, but a real force that unites people, creates jobs, and changes thinking. I am happy that, having returned to my hometown, I was able to bring new energy here. And one more thing: I gave the region a new language — the language of contemporary art, cinema, fashion, and traditions. This is the language in which we can speak to the world.
I am also proud that I have combined local identity (felt, history, culture) with modern formats (podcasts, cinema, festivals, art spaces). This has become the "unique DNA" of the region.
Was it scary? What does the phrase "you have to go where it is scary" mean to you personally?
This is my principle. If it is scary, it means that there is development there. When I started, no one believed in the word "creativity". But that is where the future turned out to be. I did not pursue the goal of becoming a "phenomenon", I just did what I believed in. And today I see that all this was not in vain.
Who knew that I would connect cinema with the development of creative industries.
I showed that creativity is the economy, jobs, image, tourism and a new identity of my hometown.