From 21‑Year‑Old Dreamer to Regional Visionary: Sabina Reingold and the Rise of Jolbors Festival

When Sabina Reingold co‑founded the Jolbors Festival, she was just 21 and at the very start of her communications career. Kyrgyzstan had no real advertising industry, and creative festivals were unknown. Yet Reingold believed the region deserved a platform to celebrate its ideas. Jolbors debuted unexpectedly strong and has since become Central Asia’s leading creative festival, inspiring artists and marketers across the region.

A Career Built on Creativity – and Global Reach

The festival didn’t just reflect the region’s growth; it shaped Reingold’s career. She began in journalism and PR, but Jolbors opened the door to the creative industry. Over the years, she worked as a new-business director at top agencies in Central Asia and Russia, eventually founding her strategy studio, which partners with clients across the CIS, Turkey, and China. She also gained experience on the client side, working in marketing and communications departments. These experiences, she says, demonstrate how closely the festival is tied to the development of the regional industry.

Building a Movement – and Capturing Its Spirit

Jolbors was Central Asia’s first creative festival. At launch, there was little culture of entering awards or attending industry events; agencies were hesitant to put their work on a global stage. Reingold and her team encouraged risk-taking, and over time, attitudes shifted accordingly. Today, Jobbors is one of the region’s toughest competitions: in 2024, only 19% of entries made the shortlist, and just 13% took home a trophy. Those standards helped Kazakh agency GForce secure Central Asia’s first Cannes Lion.

But numbers tell only part of the story. Jolbors’ spirit is defined by warmth and authenticity. Reingold recounts how “people come here not just to compete, but to share how they got there.” Every entry is a story: a young designer from Uzbekistan who decided to stay and build a studio after a single inspiring conversation; a participant who wrote that they’d been burnt out from advertising but the festival “reignited something in me”; and the Kazakh agency SEED, which finally won Agency of the Year after missing the title by a single point. Participants read ten‑page thank‑you speeches, sing and pour their hearts out. “You won’t see that anywhere else,” she says.

Opportunities for Mongolia – More Than a Competition

Jolbors is now expanding its footprint. Although agencies from Uzbekistan and other countries have long participated, this year the festival will be hosted in Tashkent and is opening its doors to agencies and companies worldwide. With this expansion comes a special invitation to Mongolian creatives. Reingold says the festival is “not just a place to compete, it’s a place to connect.” Participants meet industry leaders, engage with jurors and discuss ideas, trends and challenges. Past attendees often say the energy they take from Jolbors fuels them for months. She encourages Mongolian agencies, creatives and brands to enter work and attend in person. This year’s festival takes place 27–28 September in Tashkent with an entry deadline of 4 September.

“We would love to see Mongolia represented,” she says, adding that Jolbors is eager to explore collaborations and partnerships to develop the creative industries of both countries.

Final Thoughts: A Bold Wish and a Collaborative Future

Looking ahead, Reingold hopes the global industry will see Central Asia not only as a source of talent but as a leader in creative thinking. “My bold wish? That in five years, the global industry will regularly look to Central Asia not just for talent — but for leadership,” she says. The region has already achieved breakthrough moments: its first Cannes Lions and a Grand Prix at Spikes Asia, and international agencies are beginning to scout Jolbors for talent.

This momentum brings real opportunities for Central Asian creatives to join international agencies, but it requires continued excellence. Jolbors is committed to this growth through its festival and through initiatives like Jolbors Education, which aims to develop world‑class creative professionals.

Reingold also sees strong potential for collaboration with Ad Journal Asia. Beyond welcoming the publication to the festival, she envisions co‑creating events, content and initiatives to support creative talent in both regions. “There’s so much we can build when we share ideas, platforms, and goals,” she says. The story of Jolbors began with a 21‑year‑old’s dream; its next chapter invites Mongolia and the wider world to help shape Central Asia’s creative future.