How Social Media Is Turning Kazakh Language Into A Form Of Self-Expression for Gen Z

Not long ago, for many of Kazakhstan's urban teenagers, the Kazakh language sounded like something between a school subject, a family obligation, and an official norm. They studied it, took tests in it, heard it in classrooms, in the news, and in the speech of older generations. But on TikTok, Instagram, and Threads, Kazakh is increasingly living a different life: as the language of memes, stories, self-irony, flirting, debates, local humor, and personal expression. It is no longer only a question of: “Do you know Kazakh?” For Generation Z, another question is becoming more important: “Can you be yourself in Kazakh?” Social media, fast, visual, and sometimes chaotic, has become the space where the Kazakh language stops being merely a symbol of “correctness” and turns into a tool for self-expression. According to DataReportal’s Digital 2026: Kazakhstan report, Instagram in Kazakhstan had an advertising reach of 13.1 million users in late 2025, while TikTok reached 16.9 million users aged 18 and older. TikTok’s ad reach was equivalent to 86.5% of the local internet audience. These figures do not equal the exact number of active users, but they show the scale of the platforms where young people today see, hear, and produce language. From “I have to know it” to “I want to speak it” The Kazakh language in Kazakhstan has long been growing both demographically and symbolically. According to the 2021 census, more than 13 million people, or around 80% of the population over the age of five, know the state language, while almost half of the population uses it daily. But there is a large gap between “knowing a language” and using it in one’s personal digital life. Social media is helping to close that gap. On Instagram, a teenager can follow a page with memes about grammar. On Threads, they can write a post about feeling shy speaking Kazakh in Almaty, and suddenly see hundreds of similar stories. This is where the shift lies. In the digital environment, Kazakh is no longer only a language of assessment. It is becoming a language of process: living, not always perfect, but personal. Instagram: grammar as visual style One of the most visible examples is Qazaq Grammar. The project grew around Instagram and has done something that once seemed almost impossible: turning linguistic rules and nuances into visual, meme-like content. Its Instagram page has quickly amassed more than 89,900 followers. Qazaq Grammar matters precisely because of its digital format. It does not try to replace a textbook, but it makes the language part of the everyday feed. A user may not sit down specifically to “study Kazakh,” but they may come across a post about a common mistake, send it to a friend, or remember the rule while texting. In this way, grammar stops feeling like a chore and becomes a small fragment of daily content. The project’s feed includes explanations of common mistakes, word usage, Kazakh orthography, humorous observations about mixed speech, and posts about how the language is changing in...

Singer MEREY on Kazakh-Language Music, Tradition, and a New Sound

Singer, poet, and lyricist MEREY is among a younger group of artists bringing a different sensibility to music in Kazakhstan. Her work is rooted in Kazakh-language expression, but it also pushes beyond familiar expectations of how a female singer should sound and present herself. In an interview with The Times of Central Asia, MEREY discusses the influence of poetry on her lyrics, the reaction to experimentation, and what she believes is missing from Kazakhstan’s contemporary music scene. TCA: Tell us a little about yourself. How did you get into music? MEREY: I came to music at 17, that’s when I wrote my first song in English. Before that, for as long as I can remember, I had been writing poetry; it was my first form of self-expression. During my school years, I also studied music more formally. I played in a national orchestra, where I both sang and performed dombra parts. That experience strongly shaped my sense of stage presence and musical language. Today, I position myself as a poet, singer, and lyricist. For me, text and music are inseparable. TCA: Who or what influenced your artistic development the most? MEREY: Since school, I have read the works of Mukaghali Makatayev, a classic of Kazakh poetry known for lyrical verses about love, homeland, and the human experience, and Fariza Ongarsynova, a prominent poet who wrote about emotions, time, and women’s lives. They left a deep mark on me as a poet, and echoes of their style can be found in my lyrics. As a teenager, I listened to Billie Eilish, Lana Del Rey, and The Neighbourhood. Later, Mitski, Zemfira, Valentin Strykalo, and Børns. Now I feel close to what Chappell Roan and Meg Myers are doing. My taste leans toward alternative music with an emphasis on vocals, lyrics, and guitar riffs, with a slightly detached aesthetic. This directly informs my own music. TCA: Your music is often described as a blend of traditional elements and modern electronics. How did this sound take shape? MEREY: I wouldn’t fully agree with the phrasing about electronics, but my sound is in many ways inspired by Darkhan Juzz. He was the first artist from Kazakhstan who truly impressed me with his sound. I come from a Kazakh-speaking background, so my lyrics tend to be more literary rather than conversational, unlike many artists of the new school. That’s thanks to my parents and my education in a Kazakh-language school. The modern side comes from my musical tastes, especially the Western scene. My sound combines a Western sensibility with precise, expressive Kazakh language. It’s a mix of Western thinking and Kazakh tradition and that is exactly what resonates with listeners. TCA: How important is it for you to preserve cultural roots in contemporary music? MEREY: It is fundamentally important. As I grow older, I become more conscious, and even stricter, about the Kazakh language and tradition. I’m glad that today national elements, ornaments, traditional clothing, interest in Tengriism, and the language itself, are once again becoming part of the cultural...