Recently, Threads, the social network created by Instagram’s parent company Meta, has been gaining remarkable popularity in Kazakhstan. Kursiv LifeStyle explores the phenomenon behind this Twitter alternative, now known as X, created by Mark Zuckerberg.
Officially launched in July 2023, Threads quickly became a global sensation. Debuting in 100 countries, including Kazakhstan, it set records as the fastest-growing social network, surpassing 100 million users faster than ChatGPT.
Although Kazakhstan is not among the top 10 countries for the number of Threads users, many have observed that Kazakhstanis appear to have taken over feeds worldwide, especially within the Commonwealth of Independent States (CIS). Posts frequently feature new local spots, complaints about Astana’s frigid weather and rants about Almaty’s infamous traffic jams.
Some users are even surprised when they come across posts from international celebrities, like Justin Bieber, on what many perceive as a distinctly Kazakh network:
«I heard legends that Threads is for Kazakhs, but now I finally believe it.»
«It’s funny that Russia is now forced to read Kazakh Threads actively. Many are outraged by this information takeover — they don’t know how to filter it out.»
«Well, that’s it — I had just started to understand agashkas, kelinki and eneshki (informal Kazakh terms for ‘patrons,’ ‘daughters-in-law’ and ‘mothers-in-law’) when my feed suddenly turned all American. Bring back the good Kazakh Threads! I don’t want to read about Vance and Vermont; I want to read about beshbarmak and baursaks (Kazakh national dishes).»
Many users have also noted that the Home button icon in the Threads app bears a strong resemblance to a yurt, a traditional circular tent used by nomadic cultures in Central Asia. This visual similarity resonates deeply with users from the region.
Meta has not issued any official statements suggesting the icon was inspired by a yurt. However, given Threads’ popularity in Kazakhstan, it’s possible the designers intentionally embraced the universal nature of the home symbol, allowing it to be interpreted differently across different cultures.
