Yeni uluslarda ulusal semboller taşıyan ürünlerin tüketimindeki artışının keşfi: Kırgızistan örneği

Following the collapse of the Soviet Union in 1991, Kyrgyzstan emerged as an independent state undergoing a postcolonial reconstruction of identity. Against the backdrop of globalization and changing cultural landscapes, there has been a marked increase in the consumption of nationally symbolic products such as clothing and accessories with traditional Kyrgyz motifs. This study examines how Kyrgyz consumers, particularly youth, interpret and engage with these products as expressions of national identity, cultural pride, and everyday style. Adopting a qualitative, interpretivist, and phenomenological approach, the study uses in-depth semi-structured interviews and visual content analysis of Instagram posts of Kyrgyz fashion brands to explore both consumer experiences and producer narratives. Rather than testing predetermined hypotheses, the study seeks to understand the meanings, emotions, motivations, and symbolic associations that shape nationally symbolic consumption in a post-Soviet transition society. Additionally, interview data were used to develop a psychographic typology of national-symbolic product consumers, revealing diverse motivations and patterns of identity engagement across participant groups. Through this dual-method design, the study offers insights into how national heritage is not only preserved but also reimagined through fashion and digital media in contemporary Kyrgyzstan. Keywords: national identity, national symbols, consumption of national-symbolic products, ethnic fashion.