Аннотация
The paper examines the development of students' cultural identity in the context of the educational transformation at the tertiary level. It aimes at analyzing the impact of global sociocultural processes on university educational practices and their role in changing student social value structures. Cultural identity has been recognized as an open and dynamic system that develops through educational interaction and intercultural communication. The globalization of higher education presents a dual reality; it enriches students’ cross-cultural literacy but simultaneously erodes the stability of local cultural codes through a process of systematic standardization. Meanwhile, the concluding part proposes pedagogically supportive strategies for preserving cultural identity and improving intercultural reflection in educational environment.