ETHNOPLASTY AS A RESOURCE FOR CREATING A KAZAKHSTAN BRAND IN THE WORLD CULTURAL SPACE

Abstract

Abstract

The article examines ethnoplastics as a key cultural resource in the formation of the national brand of Kazakhstan in the global cultural space. Ethnoplastics is defined as a system of movements based on ethnic symbols and rituals. They reflect the worldview and identity of the Kazakh people. The article emphasizes its importance, which goes beyond the preservation of traditions. It serves as a tool for the creative industry, cultural diplomacy and contemporary art. The author examines the historical and cultural prerequisites for the development of ethnoplastics, its transformation from ritual and ceremonial practices to stage forms, as well as integration into ballet performances and contemporary dance. Particular attention was paid to the digitalization of ethnoplastics and its use in new formats, such as VR / AR, international festivals. The importance of maintaining authenticity when adapting to modern cultural practices is noted. It is concluded that ethnoplastics can become one of the tools of cultural branding of Kazakhstan, combining tradition and innovation and strengthening the country's image on the world stage.