Book launch in Seoul bridges cultures, boosts Korea-Central Asia tourism cooperation

Kazakh Ambassador to Korea Nurgali Arystanov gives a speech during the launch of the "Central Asia, the Curtain Rises: 12 Stories Unearthed from the Steppes" book event in Seoul, Wednesday. Korea Times photo by Kim Hyun-bin

A literary celebration turned into a platform for cultural diplomacy and tourism development on Wednesday, as Seoul hosted the launch of "Central Asia, the Curtain Rises: 12 Stories Unearthed from the Steppes," a new book by Korean academic Kim Ju-yeon. The event, jointly organized by the embassies of Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan and Uzbekistan, highlighted the diverse cultural narratives of the region while setting the stage for stronger tourism ties with Korea.

Speaking at the event, Rhee Jong-kook, executive director of the Korea-Central Asia Cooperation Forum Secretariat, emphasized the secretariat’s growing efforts to deepen tourism collaboration between the two regions.

“Our secretariat is making a tremendous effort to promote cooperation in tourism between Korea and Central Asia,” Rhee said. “We are currently working hard to form an East-Central Asia Tourism Council in collaboration with both sides’ tourism promotion agencies, travel companies, airlines and — most importantly — the embassies represented here today.”

Rhee expressed hope that the book launch would serve as a stepping stone for more tangible cooperation. “I sincerely hope that today’s publication ceremony will give a boost to the formation of this council and lay the groundwork for practical tourism partnerships,” he said. He also urged ambassadors present to actively support the establishment of the council.

The book itself — described as a “cultural bridge” by many speakers — explores 12 captivating stories from across the Central Asian steppes. Kim’s work not only sheds light on the region’s rich traditions and hidden gems but also offers readers a unique entry point into its landscapes, legends and contemporary transformations.

Kazakh Ambassador to Korea Nurgali Arystanov offered special praise for the author. “We extend our heartfelt thanks to Dr. Kim Ju-yeon for her tireless efforts,” he said. “This marvelous work provides a vibrant, multiperspective look into the culture and stories of our region.” He highlighted Kazakh icons featured in the book, such as poet Abai, the Golden Man and the boundless deserts and canyons of his homeland.

Ambassador Kirom Salohiddin of Tajikistan also spoke about the cultural value of the book, linking it directly to his country’s tourism ambitions. “Tajikistan, with its majestic mountains, ancient traditions and warm hospitality, is an exceptional destination,” he said, noting the nation’s visa-free policy for Koreans and major investments in tourism infrastructure.

Tajik Ambassador to Korea Kirom Salohiddin gives a speech during the launch of the "Central Asia, the Curtain Rises: 12 Stories Unearthed from the Steppes" book event in Seoul, Wednesday. Korea Times photo by Kim Hyun-bin

Both ambassadors detailed ongoing efforts to expand tourism, including Kazakhstan’s launch of direct flights between Almaty and Seoul via Eastar Jet earlier this month and a new Shimkent-Seoul route starting in May.

Arystanov also reported encouraging statistics. Over 40,000 Koreans visited Kazakhstan last year, a 12 percent increase from the previous year, while Kazakh visitors to Korea also rose to over 53,000.

“This kind of people-to-people exchange will not only deepen tourism but also enhance our economic, educational and cultural cooperation,” Arystanov added, pointing to growing Korean investment and university partnerships in Kazakhstan.

The event underscored a shared vision among diplomats, scholars and tourism stakeholders — that books, storytelling and cultural initiatives can unlock new frontiers in international collaboration.

“As the curtain rises on Central Asia,” Rhee concluded, “let us continue working together to turn stories into journeys, and journeys into friendships.”