Abai in the Headlines: NURCE’s Work Captivates National Media

Local media note that our training programs stand out as more than just business workshops — they are seen as a deep educational experience that combines modern entrepreneurship with cultural heritage. Reporters emphasize that the initiative, carried out in partnership with leading institutions such as NURCE, focuses on responsible entrepreneurship rooted in ESG principles: environmental awareness, social responsibility, and effective governance.

Special attention is given to the fact that the program is free of charge and inclusive, welcoming small and medium business owners from the Abai region, including women and people with disabilities. Media highlight that this approach provides access to knowledge and tools for those who often face barriers in business education.

Another point frequently mentioned is the inspiration drawn from the legacy of Abai Kunanbayev. His ideas about moral growth, the value of knowledge, and service to society are viewed as the foundation of a new entrepreneurial culture that goes beyond profit and aims at creating sustainable impact.

Earlier successes in Astana and Almaty are also cited as proof of the program’s effectiveness. Journalists conclude that the launch in Semey — Abai’s homeland — makes the program especially symbolic, turning it into both an educational and spiritual event for the region

TV channels, newspapers, and online outlets emphasize that our programs are not just about business, but about building sustainable entrepreneurship inspired by the philosophy of Abai.

In *Aktobe Vestnik* (July 31, 2025), journalist Sergey Travkin reported on the three-day free training course “The Philosophy of Abai and Business Management” held at Aqtobe IT Hub. Organized by the Nazarbayev University Research Center for Entrepreneurship (NURCE) together with the Association of Business Trainers, the program brought together over 30 small and medium-sized business owners.

The media highlight that the course was more than lectures — participants engaged in simulations, team challenges, and interactive practices. From the symbolic “Wall of Stories” exercise to investment simulations and ESG-focused games, the methods helped entrepreneurs rethink business not only as a source of profit but also as a way of serving society.

Journalists note that Abai’s concept of the “Tolyk Adam” — the unity of heart, mind, and will — became the backbone of the training. Each day was dedicated to one of these values: heart as leadership and ethics, mind as strategy and innovation, and will as action and resilience.

According to media coverage, participants left with both practical tools and a new sense of personal transformation. Many admitted that, for the first time, they deeply understood the wisdom of Abai they once overlooked at school. As one social entrepreneur told reporters:

> “Business is, of course, about money. But social entrepreneurship is about the soul and the heart. Abai’s philosophy reminds us that true entrepreneurship is built on responsibility and respect for people and our land.”