BUCHAREST, May 21. /Dunyo IA/.  Within the framework of the 9th season of the popular Romanian television project “Asia Express – Drumul Mătăsii” (The Silk Road), filming was conducted across Uzbekistan, reports Dunyo IA correspondent.

This season is dedicated to the theme of the “Silk Road” and the European audience will be introduced to Uzbekistan's ancient cities, national culture, hospitality, oriental bazaars, gastronomy and the contemporary lifestyle of the country.

“Asia Express” is one of the most popular adventure reality formats in Romania. The project featured 18 prominent media personalities and influencers well-known across Romanian television, music, sports, fashion, comedy and social media.

Among the participants are famous bloggers and media figures with massive followings, such as “Loredana Chivu”, “Mirela Vaida”, “Cheloo”, “Maurice Munteanu”, “Mirela Retegan”, “What’s UP”, “Radu Isac”, “Gabi Torje” and others. They will facilitate the widespread distribution of content about Uzbekistan, not only on television broadcasts but also through their social media networks.

Throughout the project, participants interacted with local residents, discovering the national cuisine, markets, urban environments, historical sights, and daily life. The reality show format allows Uzbekistan to be showcased not just as a tourist destination, but as a vibrant, open, hospitable and culturally rich country.

This media project was implemented against the backdrop of growing interest in Uzbekistan from Romanian and broader European audiences. In 2025, more than 3,000 tourists from Romania visited Uzbekistan, and a further 1,500 Romanian tourists were already recorded between January and March 2026.

Such major television and “digital” projects play a crucial role in promoting Uzbekistan in the Romanian market as a new, safe, fascinating and culturally rich tourist destination.

The episodes of the “Asia Express – Drumul Mătăsii” project filmed in Uzbekistan are expected to air in September 2026. The broadcasts will facilitate the further strengthening of Uzbekistan's image as a key tourist hub on the Great Silk Road, boost the tourist flow from Romania and other European nations, and expand the country's cultural and humanitarian ties.