Photos of historical sites, national dishes, and promotional videos—some created with artificial intelligence—are the core content of the TajikBorn project. Launched by two Tajik women living abroad, the initiative aims to introduce Tajik culture to a global audience.
The founders of TajikBorn, Anakhita Nazri and Mohitobon Jonon, are working to popularize their nation’s culture in three languages: Tajik, Russian, and English. They shared the details of their project with Asia-Plus.
National pride
Anakhita has lived in various countries since the age of 13. She graduated from the International Academy of Oman, the University of Management and Economics ISM in Vilnius, and the SolBridge Business School at Woosong University in Daejeon, South Korea.
Mohitobon, who grew up in Dushanbe, moved with her family to Pakistan, China, and later to the United Kingdom during her teenage years.
Anakhita recalls that a few years ago, when foreigners asked her where she was from, she would proudly say she was Tajik and from Tajikistan. However, she couldn’t find enough high-quality content on social media to accurately present her country.
"I saw how people from other countries proudly talk about their flag, language, and music. I realized I could also be proud of my people, and that sparked a sense of national pride in me," she says.
According to Anakhita, her parents always told her to be proud of her Tajik roots and show the world that her people have a rich culture.
"I set myself the goal of proving that Tajiks can be modern, independent, educated, and still maintain respect for their culture and traditions," she adds.
Mohitobon explains that after finishing school, she became interested in studying Tajik language and culture. She believes that hundreds of Tajiks living abroad yearn for their language and cultural roots, and this inspired her to promote them.
How the idea came to life
According to Mohitobon, the name TajikBorn came about by chance. She and Anakhita connected through Instagram and began looking for ways to improve their Tajik language skills.
One day, Anakhita updated her profile description to read: "Tajik-born, South Korea-based." Later, Mohitobon added to her own: "Tajik-born, London-based." That’s when the idea to create the TajikBorn digital project was born.
"Before launching the project, we involved designers and people who were interested in this non-commercial initiative. Javonshir and Robiya volunteered to work with us," Anakhita recalls.
Today, TajikBorn is managed by four Tajiks from four different countries: Anakhita in Riga, co-founder Mohitobon in London, designer Robiya in Moscow, and social media manager Javonshir in Dushanbe.
"For us, the visual presentation and quality of content are very important. This helps attract a broader audience," say the founders.
Getting to know ourselves: TajikBorn bridges gaps for the diaspora
Anakhita points out that many, not only foreigners but also some Tajiks living abroad, are not fluent in the Tajik language. That’s why the TajikBorn team publishes content in three languages. For many members of the Tajik diaspora, this page has become a kind of "introduction to themselves."
"In English-language media and academic circles, Tajik culture is still underrepresented. The main goal of TajikBorn is to make information about the history, art, and heritage of the Tajik people accessible in English," she says.
In just over a year, TajikBorn has transformed from a small social media project into an active digital community. The project's content has helped Tajiks from all around the world—many of whom had been seeking information about their history, culture, and language—better connect with their roots.
"Tajik culture in the digital space is not just about photos of women in traditional costumes. Our goal is to break established stereotypes and showcase a modern state and culture. Tajiks are keeping pace with other nations, acquiring modern knowledge, but still respect their ancestors and traditions," explains Mohitobon.
According to the project’s creators, TajikBorn is followed by researchers, artists, designers, and foreigners interested in the cultures of Central Asia.
Additionally, the team uses artificial intelligence to "bring to life" historical photographs, paintings by artists, and images of national dishes, presenting them to the audience in a fresh and engaging format.
TajikBorn also has its own set of stickers, created to promote the project. They can be purchased through the official page for 55 somoni.
"The goal of releasing the stickers is not profit-making but to promote Tajik culture. The funds raised go toward supporting the project," explains Anakhita.
For the founders, it is important that young people, in particular, take pride in their roots and present their culture in a modern way.
The founders hope that in the coming years, TajikBorn will grow from an Instagram page into a major cultural project.
