«Эл айткандай»: Globus and Jandan Launch a Drop Filled with Deeper Meaning

Kyrgyzstan has always treated the spoken word with special reverence. Here, a warm blessing from elders becomes a guiding thread, and a mother’s gentle phrase turns into lifelong protection. It is from such words, observations, and lived experience that proverbs are born. They accompany us from childhood, echo in every home, are passed down through generations, and offer support in life’s defining moments.

This centuries-old wisdom, carefully preserved through oral tradition, has inspired the Globus retail chain and the Jandan brand to create a new drop — “El aitkandai.” At its core are phrases whose meaning is close and familiar to every Kyrgyzstani.

The first stage of the collection features four proverbs:

• “Generosity adorns a person” / “Кең пейил, кең дүйнө”;

• “The eyes fear, but the hands do the work” / “Көз коркок, кол баатыр”;

• “Where there is food, there will be song” / “Нан болсо, ыр да болот”;

• “A kind word is nourishment for the soul” / “Жакшы сөз — жан азыгы.”

Each proverb is presented in its own unique visual interpretation, and together they form a cohesive, contemporary narrative that stays connected to its roots.

“For us, ‘El aitkandai’ is more than just a drop. It is an attempt to gently reimagine the words that have been passed down from generation to generation and to show them in a new light. In this collection, we aimed to preserve the warmth of our shared heritage while offering a modern perspective,”says Bermet Tanabaeva, PR Manager at Globus.

The creators emphasize that this is only the beginning: over time, the collection will expand with new sayings — and therefore, new meanings.

“Such creative partnerships are truly valuable for us. And it is especially significant that we brought this distinctive project to life together with Globus — a large, professional team united by one vision,”adds Yana Dremina, Head of the Jandan brand.

For Globus, creating collections with deep meaning and national character has become a good tradition. Previously, in collaboration with another local brand, Be Adam, the company released drops dedicated to the gifts of Kyrgyz land as well as the remarkable people and places of the country. These collections thoughtfully explored Kyrgyzstan’s history and the rich heritage of each region.

As before, “El aitkandai” is a limited collection, and most of it will be gifted to loyal Globus customers. However, a small number of sweatshirts will be available for purchase at the following Globus locations:

• Globus 1 — Bishkek, Tokombaev St. 53/1 (corner of Sukhe-Bator St.)

• Globus 4 — Bishkek, Chui Ave. 41B

• Globus 11 — Bishkek, Ala-Archa Mall, Chingiz Aitmatov Ave. 299V

• Globus 14 — Osh, Shakirov St. 275

May the wisdom of our ancestors warm your days.Wear it with joy!