Asel Zhuraeva is a film director, founder of the Creative Women of Asia Foundation, and creator of the International Women Directors Film Forum in Bishkek. She spoke about her professional journey, the challenges women directors face in Kyrgyzstan, and why she decided not only to make films, but also to build opportunities for others.
Asel Zhuraeva, Bishkek — film director, founder of the Creative Women of Asia Foundation and the International Women Directors Film Forum, @aselzhuraeva
On Her Journey and Ambitions
I am a film director and screenwriter. I founded and currently lead the Creative Women of Asia Public Foundation and the International Women Directors Film Forum. I also host the podcast "Aiymdar Kino Tartat". I am a recipient of the Chyngyz Aitmatov State Youth Prize, a participant in both international and local film festivals, and a winner of national and international film awards. I graduated from the Kyrgyz State University of Culture and Arts named after Bubuysara Beishenalieva with a degree in film directing.
From childhood, I was drawn to creativity: I wrote poetry and loved both stage and cinema. During my student years, I realized that filmmaking truly interested me, and my first experience on a film set confirmed it. Later, I noticed how few women directors there were in the industry, and I decided not only to grow professionally myself, but also to create opportunities for other women. That’s how the Creative Women of Asia Foundation was born — as a platform that unites and supports women in cinema.
Today, my main role is that of a film director. I create films from the initial idea to the final result while also leading the foundation: initiating projects, developing the community, and building professional platforms, including the international film forum. I’m also responsible for strategic development, partnerships, and implementing initiatives.
I came to leadership gradually, through responsibility for projects and people. For me, leadership is not about status — it’s about being ready to make decisions and create opportunities for others.
My parents played a major role in shaping me as a leader. They gave me freedom, supported me, and taught me not to be afraid of trying new things. That helped build confidence, openness, and courage in decision-making.
On Her Leadership Style
I build my work around openness and support. I trust my team and give people freedom to act, while staying involved enough to guide and help when needed. It’s important that everyone feels the value of their contribution.
My core principles are honesty, respect, and trust. On a film set, that means valuing everyone’s work. In running the film forum and the foundation, trust is especially important because we bring together people from different countries and cultures. Openness is what allows us to create an environment for growth, exchange of ideas, and collaboration.
The biggest challenge in leadership is finding a balance between supporting the team and making difficult decisions. Sometimes you have to choose solutions that are not immediately obvious to everyone, but are strategically necessary. In those situations, I analyze possible scenarios, listen to my team and my intuition, and then take responsibility for the final decision. The key is to act decisively and honestly.
On the Industry and Stereotypes
As a woman director, I often face distrust from men — sometimes I’m simply not taken seriously. Over time, I realized that arguing is pointless. What matters far more is proving yourself through results: completing projects and bringing other women together. That’s how we create opportunities and gradually change the industry.
There are more women in leadership roles in Kyrgyzstan today, but there are still not enough of them, especially in cinema. That’s why it’s important to support one another and create platforms where women can realize their potential, just as we do through the film forum and the Creative Women of Asia Foundation.
The biggest barriers are stereotypes, lack of support, and the belief that a career is incompatible with personal life. Internal insecurity also plays a role: women often underestimate themselves because of societal expectations.
On Balance and Personal Values
I try to prioritize and delegate tasks so I can focus on what matters most. It’s important to make time for friends, family, and myself — that’s what helps me maintain energy. I’ve managed to build a balance between work and personal interests in a way that brings joy and inspiration.
The internal rules that guide me are honesty with myself, the ability to listen to both myself and my team, and understanding why I do this work. That helps me stay focused even during difficult periods.
For me, success means having the opportunity to create meaningful projects, develop a team, and see how the work impacts people.
Through my work, I want more women in cinema and other fields to feel that they are capable of creating, leading, and changing industries. My goal is to create conditions for growth, inspiration, and new opportunities, including through the forum and the foundation.
To girls who are just beginning their journey: believe in yourselves, don’t be afraid to try new things or make mistakes. Seek support and connect with other women — together, it’s easier to overcome obstacles and achieve goals.
My Insights
The most difficult decision I made over the past year was continuing work on my debut feature film when resources were almost exhausted. We managed to complete the project in the end. Another challenge was organizing an international film forum without funding. Despite that, it still happened — and the result was worth it.
The quality without which leadership is impossible — trust in yourself and your team.
The most underrated leadership quality — the ability to listen.
What I stopped doing after becoming a leader — trying to do everything myself.
My main leadership rule — honesty with myself and my team, and understanding why we are doing this work.
