Why us?
Our vision is to bridge the cultural and advertising divergence between China and Central Asia. By deepening our local partnerships, we aim to empower a growing number of Chinese brands to thrive here and, ultimately, expand the market horizon for all.
Headquartered in Jinan, China, with operational teams in Astana and Tashkent, Gabrielia Ads is a premier cross-border international advertising agency dedicated to introducing and scaling global and leading Chinese brands across Central Asia.
Our mission is to discover and elevate ambition. We deliver end-to-end advertising, media planning, and strategic communication built for Central Asia — from regulatory compliance and local legal alignment to media partnership. What distinguishes us is an integrated, cross-cultural structure: native, multi-market teams fluent in Kazakh, Mandarin, English, Russian, and Uzbek, led by executives with extensive international marketing experience and MBA education from Nazarbayev University, Central Asia's top-ranked institution. Global strategic foresight paired with native execution lets us remove cultural barriers, articulate brand values, positioning, and emotional resonance authentically for local audiences, and give our partners an unmatched competitive edge.
Before establishing our footprint in Central Asia, Gabrielia Ads achieved remarkable success across Southeast Asia, delivering high-impact market entries for over a dozen international enterprises in markets such as the Philippines and Vietnam.
Talk to us
A cross-border campaign does not fail because the strategy was wrong. It fails because the person who wrote the strategy and the person standing in front of the media owner never spoke. These are the people who do.
Our team
Co-Founder
Built and ran overseas operations for Chinese companies before and after they went abroad, including international roles at Alibaba and Transsion, with advertising and distribution work across Southeast Asia and CIS countries. Alex Wang holds a Master’s degree in Economics and is doing his MBA at Nazarbayev University. He is an honorary member of the Digital Ads Association of the Philippines and of other associations. He speaks Russian, English and Chinese.
Co-Founder
Finished his degree in China and runs the Kazakhstan & Uzbekistan side: media owner relationships and business development. His working languages are Kazakh, Russian, Chinese and English. Койшибаев Бакдаулет holds an MBA from Nazarbayev University. Mr Koishibayev has held several international marketing roles and brings multilingual experience across Asia and CIS countries.
UZ Market Manager
Mr. Shohjahon Imomov is from Uzbekistan and is fluent in both English and Uzbek. He is UZ market manager who is involved for liaising with channel partners and news media outlets in Uzbekistan, as well as facilitating the introduction of Chinese brands into the Uzbek market. In addition, he has experience in studying Nazarbayev University and New Uzbekistan University, the top-ranked universities in Kazakhstan and Uzbekistan respectively.
Where it breaks
Language and culture
Between a Chinese brand team and a local channel partner there are usually two people who cannot translate. A plan written in Chinese is translated once to reach the local sales team and once again to come back as a report — and judgement leaks out at every round trip.
Culture is the harder part. Market language, buying habits, taste and the calendar of holidays in Uzbekistan and Kazakhstan cannot be explained by someone who is not in the room. This is not a question of language proficiency. It is a question of context.
Law and regulation
Practices that Chinese companies have validated in other markets do not necessarily hold when transplanted. Advertising law restricts categories, wording and the approval process; each country has its own rules, and how strictly they are applied is decided by local regulators.
The harder problem runs both ways: a local media owner cannot persuade a Chinese brand team to accept local rules, because in the brand team's own experience those practices worked.
Execution and trust
The marketing teams at most Chinese brands are still based in China. They have no direct sense of what a Central Asian buy actually looks like on the ground, which makes trust hard to build.
Unless they see photographs from the site, or objective evidence that a campaign is live — that the billboard really is standing on that street — they will not believe the money was spent. It sounds like a small thing. It decides whether the budget continues.
