The main goal of the initiative is to stimulate the creation of new products from natural or recycled materials capable of attracting tourists and entering new markets. Participants must present original and innovative products that meet environmental requirements and quality standards.

The competition will be held in several stages: acceptance of applications, expert evaluation, presentation of projects (pitch) and final awarding.The winners will receive cash prizes — 70 million soums for the first place and 50 million soums for the second and third places. All participants will receive certificates.