Abstract
Amid globalization and the dynamic interplay of diverse cultures, the younger generation is compelled to reevaluate their sense of ethnic identity. Language emerges as a pivotal factor in this process, functioning as a medium for articulating cultural values and conveying symbolic meanings. In this context, the concept of «tary» holds particular significance, as it is deeply rooted in the ethnolinguistic traditions of Kazakh culture. The article is devoted to the study of the «tary» as an important element of the ethnic identity of the Kazakh people, exploring their linguistic representation in the perception of modern youth. As part of the national cuisine, the containers contain a deep ethnic code reflecting traditions and cultural values. The paper examines the concept of «tary» through a linguistic prism, analyzing its impact on the formation of ethnic and cultural identity of young people. This article analyzes the concept of «tary» through the prism of language and defines the role of youth in the formation of ethno-cultural consciousness through an associative survey.