The Uzbek Culture and Food Festival, held last weekend near Tower Bridge, was the grand finale of a multi-week programme — and it ended in true Eastern style: with dancing, live music, and the aroma of pilaf in the air. More than 35,000 people attended, including diplomats, MPs, business representatives, media, tourists, and of course, members of the Uzbek diaspora. Now that the stage is dismantled, the tents packed away, and participants have returned to Tashkent and Samarkand, we can look back and say: it was a triumph.
From Pilaf to Diplomacy
Photo by Anastasia BorovikovaPhoto by Murodjon KakhramonovPhoto by Anastasia Borovikova
The festival was organised through a joint effort by the Embassy of Uzbekistan in the UK, the State Committee for Tourism Development, the Ministry of Culture, Uzbekistan Airways, and active members of the London-based Uzbek business community. The opening ceremony welcomed key representatives of the Uzbek delegation — from Ministry of Culture officials to the Ambassador — underscoring both the diplomatic weight of the event and its strategic role in shaping Uzbekistan’s international image.
Photo by Murodjon Kakhramonov
Food played a central role: 2.5 tonnes of authentic Samarkand pilaf were prepared in a giant kazan (cauldron) brought over especially for the event — fragrant, fluffy, and vanishing from plates in seconds. The scent of cumin, seared meat, and sweet carrots filled the air by Tower Bridge, speaking a universal language of its own.
Music, Dance, and TikTok
Across two days, artists from Uzbekistan performed on the main stage, including pop star Ozoda Nursaidova, the band Benom, singer Jasmin, and DJ King Macarella. Dancers and musicians mingled with the crowds, drawing spectators into the celebration. Days later, social media continues to fill with videos of ecstatic dancing to the sound of the zurna and scenes of a captivated audience.
Photo by Murodjon Kakhramonov
Bloggers and travel influencers — both British and Uzbek/Russian-speaking — played a vital role. Some posted TikToks, others livestreamed or interviewed artisans. Their reach extended the event’s impact to audiences far beyond those who would typically attend a diplomatic gathering.
Art, Woodwork, and “Made in Uzbekistan”
Photo by Murodjon KakhramonovPhoto by Anastasia Borovikova
The festival also became a hub for cultural exchange. Over 100 artisans and artists travelled from Uzbekistan to showcase their work. Visitors browsed carpets, embroidery, jewellery, and textiles. One standout was master woodcarver Sukhrob Narzullaev, who exhibited enormous carved coins bearing the likenesses of King Charles III and Queen Elizabeth II.
The Made in Uzbekistan zone displayed a wide range of products brought directly from the country — fruits, teas, nuts, dried fruits, and fabrics — showcasing Uzbekistan’s potential for export, market expansion, and growing tourist appeal.
Caravans, Banners, and Cultural Diplomacy
Photo by Murodjon Kakhramonov
The festival marked the conclusion of a larger series of events. From June 5 to 17, celebrity chef Bakhriddin Chustiy led a UK-wide food tour called The Uzbek Caravan, and from June 5 to 25, iconic red double-decker buses drove more than 10 routes across central London bearing the message: Welcome to Uzbekistan!
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In essence, the festival was a bold act of cultural diplomacy. Through taste, music, and direct engagement, Uzbekistan presented itself as a country of deep heritage with a modern voice. Now that the festivities are over, the feeling of warmth, celebration, and cultural richness will linger in the memory of Londoners — and, judging by the public’s reaction, the city will be eager to welcome the festival again next year.
