When Creativity Crosses Borders: The Story of a Blogger from Tajikistan Whose Videos Are Watched by Millions

A Tajikistani blogger did not expect one of her videos to reach 13 million views. Then other bloggers began making similar videos and citing hers as an example, turning an unexpected success into a source of professional pride.

She says there is no reliable formula for virality. She films what she personally likes and tries to recognize trends before they disappear. Sometimes she follows a trend, while at other times she reshapes it for her own style and for Tajikistan. Her creative circle includes friends and a videographer who can quickly understand her ideas and share her enthusiasm.

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I honestly didn’t expect 13 million views.

Instagram and TikTok provide the freshest trends, while Pinterest helps her develop the visual style of a planned shoot. Asian culture, including Korean dramas, anime, K-pop, and Korean and Chinese trends, strongly influences her work. Ideas can also come from ordinary encounters, such as a person or object seen on the street.

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With algorithms, it’s always 50/50, you never know.

She has not created a wholly new global trend, she says, but she has been among the first to adapt Western trends for herself and Tajikistan. One example involved combining national clothing with a Chinese trend. Another blogger later presented her video as a model for filming, and others followed with similar versions.

Cosplay has yet to gain much demand in Tajikistan, so she does not expect to earn money from it. She treats it as a passion and enjoys transforming herself through different images. Fashion and beauty, however, are developing, with boutiques and cosmetics stores offering opportunities for collaborations. She also sees growing interest in Asian makeup and hopes to improve her skills before creating a tutorial.

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Life itself throws ideas at you if you know how to notice them.