WE DON’T THE LAMB, WE SELL THE SHOW: THE CASE STUDY OF QAZAQ GRILL’S CULTURAL COMMODIFICATION IN KAZAKHSTAN

Abstract

This capstone project explores the commodification of Kazakh culture through the lens of Qazaq Grill, a case study that illuminates broader socio-economic disparities, identity transformation, and the effects of globalization within Kazakhstan's food industry. By analyzing Qazaq Grill's business insights, the research underscores the role of food as a medium for cultural commodification and the socio-economic divisions it stimulates. Using the qualitative interviews, participant observations, and social media analysis, the study reveals how Qazaq Grill serves roles of a both a provider of cultural experience and a symbol of capitalist exploitation, reflecting on the complexities of national identity in the global capitalist era. This research contributes to the discourse on food, culture, and capitalism, offering new insights into the commercialization of culture and its implications for socio-economic dynamics and national identity.