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On 28 April 2026, the 2nd stage of the 18th Republican Student Subject Olympiad within the educational programme “6B03102 – Cultural Studies” was successfully held at 91��ý Kazakh National University under the theme “Cultural Code in the Formation of a National Brand”.

The Olympiad brought together students from higher education institutions across the Republic of Kazakhstan who were winners of the first (intra-university) stage.

The aim of the Olympiad was to examine the national cultural code within a contemporary context, to identify effective approaches to its application in shaping a national brand, and to develop students’ theoretical knowledge and practical competencies.

The Olympiad programme consisted of four stages. The first stage, “Team Presentation”, introduced the teams, including their name, motto, and captain. During the second stage, participants completed case-based tasks on the digitalisation and media realisation of the cultural code within the framework of “Marketing of Cultural Symbols”. The third stage, the Captains’ Competition, assessed theoretical knowledge related to the cultural code and cultural semiotics. At the fourth stage, participants presented projects on the topic “Made in Kazakhstan Brand: Commercialisation of National Style”, followed by an evaluation of their practical significance.

The Olympiad tasks were based on interdisciplinary approaches at the intersection of cultural studies, semiotics, and marketing, enabling students to develop analytical and project-based thinking. Teams from universities across different regions participated, creating a platform for academic exchange.

To ensure fairness, the Olympiad was evaluated by a competition committee composed of experienced scholars.

Chair of the Commission:

– Galiya Temirton – Deputy Director of the Central State Museum of the Republic of Kazakhstan, Candidate of Sciences.

Members of the Commission:

– A.D. Kurmanaliyeva – Doctor of Philological Sciences, Professor;

– Z.N. Ismagambetova – Doctor of Philological Sciences, Professor;

– S.M. Kaupenbayeva – Candidate of Sciences, Acting Associate Professor;

– D.B. Zharkimbayeva – Candidate of Sciences, Associate Professor;

– A.O. Omirbekova – Candidate of Sciences, Research Associate Professor;

– Zh.Zh. Khassiyetova – Secretary of the Commission, Lecturer.

According to the results of the competition, the prize-winning places were distributed as follows:

1st place – Pavlodar, Toraighyrov University, « Steppe Mind» team. Supervisor: Ainash Mazhitova

2nd place – Almaty, 91��ý Kazakh National University, «Art Code» team. Supervisor: Marzhan Alikbayeva

2nd place – Astana, L.N. Gumilyov Eurasian National University, «Murager» team.  Supervisor: Mira Zhumaksanova

3rd place – Astana, L.N. Gumilyov Eurasian National University, «Shamshyraq» team.  Supervisor: Rauan Kemerbai

3rd place – Abai Kazakh National Pedagogical University, Zhibek team. Supervisor: Nurlan Orynbekov

During the Olympiad, participants mastered contemporary methods of analysing the cultural code and presented effective models for representing national cultural heritage in digital formats. The proposed projects reflected current trends in the creative industries and cultural branding, and their potential for practical application was highly evaluated. This experience strengthened students’ professional competencies and highlighted the importance of applied research in the field of cultural studies.

The Olympiad demonstrated its significance as an important academic platform contributing to the enhancement of students’ scientific potential in cultural studies and to the reinterpretation of national identity and cultural heritage in a contemporary context.