Almaty, Kazakhstan | May 15, 2026 - On International Museum Day, celebrated annually on May 18, Almaty Museum of Arts will become one of the key participants in the large-scale launch of TikTok’s new global program Comes Alive.

Comes Alive is a long-term initiative by the platform aimed at providing users with access to educational and cultural content through live broadcasts. The first stage of the program will be the Museums Come Alive project, dedicated to International Museum Day. TikTok is bringing together iconic institutions through the popular livestream format in order to introduce audiences to art, history, and cultural heritage.

ALMA has joined an exclusive list of participants alongside:

• Museum of Modern Art (MoMA) (New York);

• The Metropolitan Museum of Art (The Met) (New York);

• Grand Egyptian Museum (Giza).

Participation in a project of this scale confirms the status of our museum as a leading player on the international art scene. This year’s International Museum Day theme, defined by ICOM (International Council of Museums), is Museums Bridging Divided Worlds. This reflects how museums today have moved far beyond the functions of preserving and exhibiting objects. They have transformed into living spaces of continuity, dynamic platforms for intercultural dialogue and inclusivity, and places where different generations can meet and overcome various boundaries.

On May 18, from 12:00 PM to 2:00 PM, a live broadcast will take place on the museum’s account (@almatymuseumofarts) and the account of creator Nurzhan (@nurzhan_cello).

The TikTok LIVE tour from Almaty Museum of Arts (@almatymuseumofarts), the first and largest contemporary art museum in Central Asia, will be hosted by Nurzhan (@nurzhan_cello). In real time, from 12:00 PM to 2:00 PM, platform users will be able to explore the museum’s architecture, key exhibition spaces, and works by contemporary artists from Kazakhstan and around the world.

During the livestream, viewers will be introduced to the retrospective exhibition I Understand Everything by Kazakh artist Almagul Menlibayeva, as well as the museum exhibition Qonaqtar (Guests), which explores the cultural tradition of hospitality and themes of migration in Central Asia.

In addition, TikTok LIVE and ALMA have launched a special virtual gift called Artist, inspired by Almaty Museum of Arts, allowing viewers to support the content during the livestream.

Gaukhar Satpayeva, Communications Director at ALMA:

“Today, we are witnessing how art is moving beyond museum walls and becoming part of a living digital dialogue. The collaboration with TikTok LIVE is a response to a global trend in which art is becoming more open and democratic. For modern audiences, simply viewing an exhibit is no longer enough — they seek quality storytelling and a sense of participation. The use of tools such as livestreams allows us to adapt complex contexts for broader audiences, making them accessible while preserving their intellectual value.

We are currently seeing a powerful wave of interest in local art across the country. The fact that Almaty Museum of Arts is represented within the same program as MoMA confirms that Kazakhstan’s art scene is speaking the same language as the world. We are sharing our cultural codes - from the retrospective of Almagul Menlibayeva to reflections on hospitality in the ‘Qonaqtar’ project - through the most relevant communication channels. This is the modern approach: to be globally recognizable while maintaining our unique authenticity.”

For users’ convenience, TikTok will introduce a dedicated Museums Come Alive page within the app, where audiences will be able to find livestream announcements, explore participating museums, and access the broadcasts directly.

“We are seeing growing interest from the TikTok community in cultural and educational content. The Museums Come Alive initiative helps bring museums and art closer to audiences through an accessible and familiar format for the digital generation. Thanks to LIVE broadcasts, users can virtually step inside museums and discover art and history from a new perspective. Kazakhstan’s participation in the Museums Come Alive initiative will help introduce the country’s cultural heritage to the global TikTok community and draw international attention to Kazakhstan’s museums and art,” notes Dina Khamza, TikTok LIVE Manager for Eastern Europe, Central Asia, and the Caucasus.

TikTok will also soon present the TikTok’s 2026 Museum Insights Report - an overview of the key trends and events that have inspired the #MuseumTok community over the past year.