China ⇄ Kazakhstan · Uzbekistan
Gabrielia Ads is an international advertising agency headquartered in China, with local teams based in Kazakhstan and Uzbekistan. Our primary business is helping Chinese brands expand into Central Asia by delivering advertising campaigns in the region, providing them with the best advertising channels and solutions tailored to Central Asian markets. Our international team members hold MBA degrees from Nazarbayev University.
We buy continuously in Russia, Kazakhstan and Uzbekistan — billboards, airports, transit, press, websites and creators.
192%
Growth in Chinese ad spend in Kazakhstan
H1 2025 versus H1 2024, on one major platform. The number of Chinese advertisers rose 76%.
39%
Chinese brands' share of Kazakh new-car sales
2025. Three Chinese car brands are already in Uzbekistan's foreign-brand top five.
49
Chinese brands in our active pipeline
Nine sectors: automotive, phones, appliances, food, retail, beauty, apparel, health, energy.
5
Languages we operate in
Chinese, Russian, Kazakh, Uzbek and English — one contract, both sides of the border.
WHY
As global expansion accelerates, Chinese brands are driving a major transformation across Central Asia. Automakers like BYD, Chery, and Geely—alongside e-commerce platforms such as SHEIN and AliExpress, and leading tech companies—are rapidly capturing market share, with Chinese cars now accounting for about 39% of new-car sales in Kazakhstan (2025). This rapid footprint expansion has driven unprecedented demand for localized branding and customer acquisition, positioning Chinese enterprises as the region’s largest and fastest-growing advertising segment.
However, capitalizing on this momentum requires navigating complex operational hurdles, including multi-language barriers, strict regulatory frameworks, unique cultural nuances, and media partner integration. For Chinese brands, authentic localization is the ultimate key to success. Gabrielia Ads bridges this gap. Backed by an international team with deep local expertise, we seamlessly connect Chinese advertisers to the market—combining regulatory compliance with tailored engagement to build consumer trust and drive sustainable growth.
How to work with usWe are the bridge between Chinese brands and local partners in Central Asia.
Co-Founder
Built and ran overseas operations for Chinese companies before and after they went abroad, including international roles at Alibaba and Transsion, with advertising and distribution work across Southeast Asia and CIS countries. Alex Wang holds a Master’s degree in Economics and is doing his MBA at Nazarbayev University. He is an honorary member of the Digital Ads Association of the Philippines and of other associations. He speaks Russian, English and Chinese.
Co-Founder
Finished his degree in China and runs the Kazakhstan & Uzbekistan side: media owner relationships and business development. His working languages are Kazakh, Russian, Chinese and English. Койшибаев Бакдаулет holds an MBA from Nazarbayev University. Mr Koishibayev has held several international marketing roles and brings multilingual experience across Asia and CIS countries.
UZ Market Manager
Mr. Shohjahon Imomov is from Uzbekistan and is fluent in both English and Uzbek. He is UZ market manager who is involved for liaising with channel partners and news media outlets in Uzbekistan, as well as facilitating the introduction of Chinese brands into the Uzbek market. In addition, he has experience in studying Nazarbayev University and New Uzbekistan University, the top-ranked universities in Kazakhstan and Uzbekistan respectively.
Our partner Chinese brands worldwide span industries ranging from automotive to consumer goods and internet companies. Based on current trends, the automotive industry has already entered Central Asia on a large scale, with some brands even initiating local production in the region. At the same time, Chinese consumer brands and internet brands are also experiencing equally strong growth momentum in the region.
Pipeline
49 of 692 brands
Automotive, phones and appliances spend the most today; food, beauty and retail chains are the fastest-growing group. The three brand walls carry all 692, with what each one is doing in the region.
If you own or manage advertising inventory in Kazakhstan or Uzbekistan across any of the areas below, we would love to connect. Whether you are a direct media owner or an agency holding competitive terms, there is a seat at the table for you. Our upcoming buy spans both brand and performance campaigns, including but not limited to: out-of-home (OOH), public transit, airports, shopping malls, cinemas, TV, print, social media, and digital marketing services. Getting started is simple: Share your inventory list along with your best rates. Once we align, we will sign a Memorandum of Understanding (MoU) to officially kick off our partnership.
CHANNELS
Billboards 3×6, supersites, LED screens, city furniture, bridges.
Bus shelters, kiosks, underpasses, pedestrian zones, lift lobbies.
Terminals, jet bridges, baggage claim, security, business lounges.
Stations, platforms, waiting halls, light rail and suburban lines.
Bus wraps, interiors, taxi and ride-hailing, shelters.
Stations, pillars, passages, platform doors, train interiors.
Atriums, escalators, lifts, parking, retail points of sale.
Pre-show screens, lobby panels, seat backs, foyer media.
Commercial spots, sponsorships, programme integration, radio reads.
Display ads, special positions, supplements, inserts.
Display and native, PR, influencers, creators, in-app placements.
Where it breaks
Language and culture
Between a Chinese brand team and a local channel partner there are usually two people who cannot translate. A plan written in Chinese is translated once to reach the local sales team and once again to come back as a report — and judgement leaks out at every round trip.
Culture is the harder part. Market language, buying habits, taste and the calendar of holidays in Uzbekistan and Kazakhstan cannot be explained by someone who is not in the room. This is not a question of language proficiency. It is a question of context.
Law and regulation
Practices that Chinese companies have validated in other markets do not necessarily hold when transplanted. Advertising law restricts categories, wording and the approval process; each country has its own rules, and how strictly they are applied is decided by local regulators.
The harder problem runs both ways: a local media owner cannot persuade a Chinese brand team to accept local rules, because in the brand team's own experience those practices worked.
Execution and trust
The marketing teams at most Chinese brands are still based in China. They have no direct sense of what a Central Asian buy actually looks like on the ground, which makes trust hard to build.
Unless they see photographs from the site, or objective evidence that a campaign is live — that the billboard really is standing on that street — they will not believe the money was spent. It sounds like a small thing. It decides whether the budget continues.
