How to navigate business and cultural practices in Central Asia

AdobeStock_359072925

Central Asia has an important role in global logistics as a strategic overland transit hub, connecting Europe and Asia via rail and road. If you are planning to enter these markets – and not only enter but also succeed – it’s beneficial to learn and prepare for the differences between Europe and Central Asia.  

For this article, we interviewed Nurminen Logistics Business Development Manager Zeyba Agalarova, who has over 10 years of experience on how to operate logistics between Europe and Central Asia and has special knowledge on Trans-Caspian route. 

What makes the Central Asia interesting market area right now

Central Asia is in a stage of development, and now is the right time for production, trade, and business. Producers, suppliers, and logistics providers have already noticed the area’s potential, and Agalarova states that now is the right time to jump into this market area! 

Significant developments continue along the Middle Corridor, and the pace of progress is increasing. Governments in the region are actively engaged, showing strong interest in advancing business and logistics opportunities. They are offering support to ensure the corridor’s growth and efficiency, contributing to the faster realization of its potential as a key logistics route. 

Central Asia’s key cultural and business differences 

Building strong and genuine personal relationships is crucial to doing business in Central Asia. In this region, personal contact and face-to-face interactions have significant value. People care deeply about meeting in person, hosting, and sharing their culture. Agalarova mentions that establishing personal trust is essential, and once it is achieved, business becomes much smoother.  

Agalarova has for example traveled to Kazakhstan to meet potential partners in person many times. By doing so, she has been able to build trust and foster stronger connections. In Central Asia, doing business through emails, phone calls, or online meetings is far less effective. 

“When meeting people in Central Asia, it’s essential to be sincere and open. Show genuine respect and interest in their culture and business practices. Flexibility and a relaxed, adaptable attitude are the key.”  says Agalarova. 

Zeyba Agalarova at Kazakhstan.

How can Nurminen’s expertise help you succeed 

As logistics experts, we allow you to focus on your business while we handle the logistics. Our door-to-door service covers all planning details and coordination with local partners. 

“We do multiple things behind the scenes that enable us to always choose the best possible routing. Weather and seasonal variations can impact routing choices in Central Asia. We analyze these factors to recommend the best transport options, whether by truck, wagon, or feeder. Public and national holidays affect transit times, so we are always on top of what is happening. Additionally, we monitor infrastructure conditions to suggest optimal routes. My colleagues and I maintain constant communication with our partners in the area to stay updated on vessel availability and possible border delays. All this work allows us to adapt plans quickly! So, no worries if you don’t speak or understand the local language, we got it,” Agalarova explains. 

My colleagues and I maintain constant communication with our partners in the area.”

Years of expertise paving the way for success on the Trans-Caspian route: meet Zeyba Agalarova 

Her ability to bridge these two worlds makes Agalarova a specialist in utilizing cross-cultural dynamics to build and foster effective collaborations. 

“I fully understand both the European and Central Asian perspectives. For example, even the sense of humor is different and it’s important to know it because certain things just can’t be translated. You must feel and understand how to work with people,” Agalarova explains, highlighting the importance of not just her professional expertise, but also cultural knowledge.

Zeyba Agalarova has over 10 years of experience on how to operate logistics between Europe and Central Asia.

Zeyba Agalarova 

Background in logistics: Zeyba Agalarova has worked in the logistics industry for over 13 years and with silk road transportation since 2016. 

What got you interested in logistics: Logistics is a dynamic, challenging industry and it got me interested immediately. It’s amazing to meet people from different cultures, countries and industries. I see logistics as a possibility to always explore and learn. 

What do you think is your special strength in logistics: I’m a combination of many cultures and therefore have knowledge of many different practices in business and logistics. 


Nurminen Logistics is offering several different routing options for European and Asian rail transport. Regular train service and excellent onward connections ensure punctual deliveries from Europe to Asia. Read more about our international rail transport: International rail transport | Nurminen Logistics 

Zeyba Agalarova works at Nurminen Logistics’ Vienna office. You can contact her via email: zeyba.agalarova@nurminenlogistics.com