A scandal has erupted in Kyrgyzstan over the Russian clothing brand YAKA, founded by Anna Obydenova. The company, which produces clothing, accessories, and carpets adorned with stylized Kyrgyz ornaments, has faced backlash after claiming exclusive copyright to its designs. This move has sparked widespread outrage among Kyrgyz citizens, who accuse the brand of appropriating their cultural heritage.
Social Media Backlash
The controversy first gained traction on social media, where users quickly pointed out the alleged appropriation. One of the first to speak out was Uulzhan Bekturova, who posted an Instagram story highlighting that YAKA’s so-called “skirt” from its YAKA Unique collection was, in fact, a traditional Kyrgyz garment known as a beldemchi. She addressed the brand directly:
“No, this is not a ‘skirt’ from your YAKA Unique collection, it is our beldemchi! Stop stealing our culture! Shame on you!”
Her post quickly went viral, triggering a wave of public indignation.
Further fueling the controversy was a statement on YAKA’s official website claiming that the brand was created “in honor of the 100th anniversary of Kyrgyzstan’s independence.” This historical inaccuracy (Kyrgyzstan gained independence only 34 years ago, in 1991) led to further accusations of ignorance and cultural insensitivity.
Another source of outrage was YAKA’s warning that copying its designs was prohibited, which many saw as an attempt to monopolize traditional Kyrgyz patterns.
TikTok Outrage and Calls for Boycott
Public discontent was particularly intense on TikTok, where users criticized YAKA’s actions. One user, @rrrrrramilya, posted a viral video condemning the brand’s claim over Kyrgyz symbols:
“A clothing brand has patented Kyrgyz patterns, registering them as their property. They justify it by saying ‘Made in Kyrgyzstan’ is on each product and that Kyrgyz artisans create them. So, if it’s made in Kyrgyzstan, is that OK? No! Manufacturing in a country does not give you the right to own its culture. Making something in Kyrgyzstan does not mean you get exclusive rights to traditional symbols!”
Another user, @yido.kg, explained why cultural appropriation is such a sensitive issue:
“The problem is that culture bearers are often discriminated against because of their own culture, while others use it as a fashion trend. But this isn’t just fashion – it’s the heritage of an entire people.”
These videos gained widespread support, with many users calling for a boycott of YAKA products and demanding legal protection of Kyrgyz cultural heritage at the international level.
Voices from Kyrgyzstan
TCA spoke with Kyrgyz citizens to gauge their perspectives on the issue.
Aisulu, 20, from Bishkek, expressed her frustration:
“I am proud of our culture and traditions. It’s terrible when someone tries to profit from our heritage without our consent.”
Mairam, 24, from Osh, added:
“Our ornaments are not just patterns; they are part of our soul. No one should have the right to appropriate them.”
Beksultan, 26, from Bishkek, emphasized the need for action:
“We must unite and protect our cultural heritage. Cases like this should not go unnoticed.”
YAKA’s Response and a New Controversy
In response to the backlash, Anna Obydenova closed her personal social media accounts, though YAKA’s official pages remain active. However, instead of diffusing tensions, a post on the brand’s account further inflamed the situation:
“You know, dear ones, I will address you in the language you borrowed from my nation and used to write obscenities to me in private: Go and learn Russian better. It hurts my eyes to read you.”
Many interpreted this statement as both dismissive and nationalistic, further intensifying calls to boycott the brand. Critics urged local artisans to stop collaborating with YAKA to prevent the continued use of Kyrgyz cultural symbols without community consent.
The Broader Debate on Cultural Appropriation
This controversy raises important questions about cultural appropriation and intellectual property rights, particularly concerning traditional knowledge and heritage. For many Kyrgyz people, this issue goes beyond fashion, it is about preserving and protecting their cultural identity.
The outcry over YAKA’s designs highlights a growing demand for legal frameworks that safeguard national symbols and ensure they are respected rather than exploited for commercial gain.
