One of the striking details in Azerbaijan's international events after the 44-day Patriotic War is the transformation of Kalbajar's famous "Istisu" mineral water into an integral part of official meetings. Once under occupation and inaccessible to Azerbaijan for many years, "Istisu" today is not only a local brand but also one of the important visual symbols used in the country's international presentation.
Modern.az reminds that a review of international meetings held with the participation of President Ilham Aliyev in recent months shows that this is not a random choice. Especially in most of the high-level events held since September 2024, "Istisu" bottles have been placed on the guests' tables.
This tradition continues during the IV Global Media Forum currently being held in Shusha. During President Ilham Aliyev's meeting with media representatives from various countries around the world, "Istisu" was again one of the striking details on the table.
The same scene has been observed in a number of recent international meetings and events attended by President Ilham Aliyev. In the photos of official meetings held with Italian Prime Minister Giorgia Meloni, President of the European Commission Ursula von der Leyen, High Representative of the European Union for Foreign Affairs and Security Policy Kaja Kallas, President of North Macedonia Gordana Siljanovska-Davkova, President of Germany Frank-Walter Steinmeier, Prime Minister of Georgia Irakli Kobakhidze, Prime Minister of Pakistan Shehbaz Sharif, President of Iran Masoud Pezeshkian, President of Kyrgyzstan Sadyr Japarov, as well as other heads of state and government, Istisu mineral water is seen on the tables.
"Istisu" has been one of the striking elements of the official protocol not only in bilateral meetings but also in high-level receptions and meetings held within the framework of COP29, Shusha Global Media Forums, bilateral contacts during the summit of the Organization of Turkic States, as well as other international events hosted by Azerbaijan.
One of the most striking examples was President Ilham Aliyev's interview with China Central Television during his state visit to China. During the interview, three details were particularly prominent on the table: "Istisu" mineral water, tea in a pear-shaped glass, and a whole lemon.
These elements, which seem ordinary at first glance, can actually be regarded as visual messages expressing Azerbaijan's national identity and culture. The pear-shaped glass is a symbol of Azerbaijani tea culture, the lemon of hospitality traditions, and Istisu of the restoration of Karabakh and Kalbajar's return to Azerbaijan's economic life.
In modern diplomacy, states present themselves not only through political statements but also through national cuisine, local products, and cultural attributes. This approach is considered one of the tools of "soft power" in international relations. Like various countries around the world, Azerbaijan has also increasingly favored the use of national brands in state protocol in recent years.
In this regard, Istisu is also accepted as one of the symbols showing the return of liberated Kalbajar to life. The placement of water from a source once under enemy occupation before world leaders, heads of international organizations, and influential media representatives today is a silent but sufficiently powerful message from Azerbaijan.
Although Istisu is not mentioned as a mandatory element of state protocol in official documents, its consistent presentation at international events over the past two years can be regarded as an indicator of a new approach being formed in promoting Azerbaijan's national brands on the international stage.
Thus, "Istisu", placed on Azerbaijan's diplomatic tables after the Victory, has become one of the most recognized visual symbols demonstrating the natural wealth of our Kalbajar and the country's sovereignty, the revival of Karabakh, and national identity.
