FORMATION OF UZBEK NATIONAL CUISINE AND PILAF TRADITION AS A NATIONAL BRAND

Abstract

This article analyzes the process of branding Uzbek national cuisine on a global scale, its formation factors, and modern development trends. The research highlights the role of national gastronomy as a crucial factor reflecting folk culture and traditions, while examining the processes of its international promotion. Furthermore, it analyzes the significance of state policy in developing Uzbek national cuisine as a global brand, particularly the decrees and resolutions adopted in recent years. The article also briefly explores the role of national dishes, including the tradition of pilaf (palov), as a cultural heritage, demonstrating its connection to gastronomic tourism, cultural diplomacy, and branding processes. In conclusion, the study provides insights into the effective promotion of Uzbek national cuisine in the international arena and outlines prospective directions for its development as a sustainable gastronomic brand.