Qunar + reality show

Context

Youth in Kazakhstan are turning away from farming.

They see it as outdated, unprofitable, and lacking prestige: a sharp contrast to “trendy” careers in tech and urban life.

Yet Kazakhstan holds massive untapped potential in meat production for domestic use and export. By 2024, the number of small livestock count had dropped below 55% of 1990s levels. Livestock farming, once a symbol of cultural pride, risks fading from national identity.

Insight & Big Idea

Farming can be cool. Modern. Profitable. Purpose-driven.

We discovered a growing interest among Gen Z in heritage, sustainability, and meaningful careers. With TikTok and YouTube as their main playgrounds, we saw an opportunity to flip the narrative.

The “Big Idea”: Farming isn’t a burden of the past, it’s a future-forward lifestyle. It’s about technology, entrepreneurship, purpose, and reconnecting with land, animals, and identity.

Execution

We launched Qunar+ media platform: the first livestock reality show with a social mission.

We selected low-income rural families with children. Provided them with farm animals, feed, and expert mentorship. Matched them with influencers who shared their journey online.

Created 35 episodes of real-life transformation stories. Engaged Gen Z through TikTok, YouTube, and Instagram*(*запрещенная в России соцсеть; принадлежит Meta, которая признана экстремистской и террористической организацией в России).

Organized:

-Qunar Etno Fest — a large open-air celebration of Kazakh farming

-Museum Exhibition at Kasteev Art Museum showing livestock’s historical role

-Dozens of live meetups with educational activations for those interested in pursuing farming as career/business.

Metrics

Launch date: October 27, 2024

Reach: Over 30 million (YouTube, TikTok, Instagram*(*запрещенная в России соцсеть; принадлежит Meta, которая признана экстремистской и террористической организацией в России), media)

Audience: Kazakhstan (92% of reach), youth 18–35 (84%)

Engagement: 1.4M+ YouTube views, 14.5M TikTok views, 5M Instagram*(*запрещенная в России соцсеть; принадлежит Meta, которая признана экстремистской и террористической организацией в России) views

2 500 — Messages from viewers motivated to try farming

93 and 3 — New born lambs and calves in project

The result? A national movement. Revived interest in farming among an urbanized, screen-native generation. Showed real families earning real income without leaving their village. Inspired conversations across government, education, and private sector.

Claim

Farming – the trend of the season