Discovering the Land of our Origin
The first official cultural bridge building project of CAN
2019
Land of our Origin
It all began with a vision to enhance the relations between Azerbaijan and Norway by fostering mutual awareness of each country’s cultural values.
Thor Heyerdahl (1914-2002), a world-renowned explorer and archaeologist, was convinced that there were potential connective links between the Caucasus and Scandinavia. He elaborated on these ideas in his book Ingen grenser (Norwegian for No Borders), published by J.M. Stenersens Forlag in Oslo in 1999. In his research, he posited that the God of the Vikings, Odin was, in fact, a historical figure who originated from the Caucasus and subsequently migrated, along with a significant number of his people, to Scandinavia. Consequently, he suggested that Scandinavians are the descendants of those who once inhabited the region now known as Azerbaijan.
This inspiring vision led to the project called Discovering – The Land of Our Origin, initiated by CAN’s chairwoman and a distinguished fashion designer Shervin Najafpour. The objective is to facilitate a balanced, democratic, and intellectual discourse that builds stronger bridges of cultural understanding and friendship between the two nations.
Photo credit: © Edmond Yang
Project in collaboration with and supported by::
Official Media Partners:
The creative team
Creative Art Director & Photographer
Edmond Yang is a multidisciplinary visual designer based in Norway. With over 20 years of experience he has been working with many different commercial brands in both Scandinavia and Asia. With origins from Asia, his work is influenced by the East and the West. He has exhibited in many cities throughout the years, with the latest project at Nanjing, China, and had a speech at Nanjing Art Museum.
Chairwoman of CAN & Fashion designer
Shervin Najafpour is a fashion designer of Azerbaijani Turkic origin who embraces her heritage and promotes it through her fashion brand and cultural bridge-building projects. As a second-generation immigrant born and raised in Norway, Shervin skillfully incorporates the fusion of “The West meets East,” which has become her signature style.
Blogger & Influencer
Jeanette was born and raised in Norway and has become a prominent influencer with a curious mind and a passion for travel. Through her extensive travel experiences, she has cultivated a deep love for cultural bridge-building, which she passionately expresses through the “Land of Our Origin” project, where she serves as both the model and cultural representative.
Founder & CEO of Caspian Media Group
Huseyn Javadzadeh is the CEO and founder of Caspian Media Group, a leading media company specializing in innovative solutions within the digital media landscape, as well as the production of cinematic films, documentaries, and series. The company also organizes high-profile galas, events, and international concerts, offering a wide range of entertainment experiences.
The First Official Cultural Bridge Building Project
This project draws inspiration from the remarkable friendship between Thor Heyerdahl and Heydar Aliyev, which began in August 1981. Their friendships sparked a mutual curiosity, inspiring us to explore the shared values and similarities between the two nations.
In 2019, we proudly launched the Discovering The Land of Our Origin project, with the support of Caspian Media Group and its Founder and CEO, Mr. Huseyn Javadzadeh. In collaboration with renowned Norwegian blogger Jeanette Elise Hildebrandt and Creative Art Director Edmond Yang, we embarked on a journey to Azerbaijan. Our mission was driven by the belief that ignorance breeds xenophobia. Through this exploration, we aim to bridge cultural divides and foster a deeper understanding and connection between our nations.
“Heyerdahl theorized that the ancestors of Scandinavians, including Norwegians like himself, likely originated from the region presently known as Azerbaijan.” Following in his footsteps, we sought to uncover the similarities between these two oil-rich nations and crafted a love story scenario where two individuals from different cultures meet in a narrative adorned with traditional costumes from Norway and Azerbaijan.
Photo credit: © Edmond Yang
Oslo to Baku: A Journey of Friendship and Understanding
After months of careful planning, we pitched our project idea to the State Committee on Work with Diaspora of the Republic of Azerbaijan and the Fund for Support to Azerbaijani Diaspora. The project received partial funding, with the expectation that we would also attend the Second Diaspora Youth Camp in Shamakhi. The State Committee and the Fund generously covered the costs of our flights and accommodation.
Throughout the process, Caspian Media Group provided invaluable support, assisting with a male model, makeup artists, traditional Azerbaijani outfits, location permits for the shoot, and media coverage. However, we personally covered additional costs, including visa payments, transportation within Azerbaijan, dining, and other expenses, without any external sponsorship.
On July 8th, we flew via Istanbul to Baku, Azerbaijan, eager to delve deeper into Thor Heyerdahl’s theory and further explore the cultural connections between our nations.
Photo credit: © Edmond Yang
From Baku to Shamakhi
After our long journey to Baku, we quickly gathered our belongings and set off for Shamakhi, where we would attend the Diaspora Youth Camp organized by the State Committee on Work with Diaspora of the Republic of Azerbaijan and the Fund for Support to Azerbaijani Diaspora.
The next morning, we attended the official opening of the Diaspora Youth Camp, which was dedicated to the “Year of Nasimi 650,” at the Cultural Center of Shamakhi. The Mayor of Shamakhi, Mr. Tahir Mammadov, warmly welcomed the guests and highlighted the significance of gathering Azerbaijanis from around the world in the historic city of Shamakhi during the “Year of Nasimi,” calling it a meaningful and positive event.
In Azerbaijan, 2019 was declared the “Year of Nasimi” to commemorate the 650th anniversary of the poet’s birth.
Photo credit: © Edmond Yang
City of wine & literature
Shamakhi, a historic city in Azerbaijan, is renowned not only for its stunning landscapes but also for its rich cultural heritage, particularly its connection to the celebrated poet Imadaddin Nasimi. Born in the 14th century, Nasimi was a prominent figure in Sufi literature, known for his profound philosophical insights and significant influence on the development of humanistic values.
In addition to its literary legacy, Shamakhi is famous for its winemaking tradition, producing some of the finest wines in the region. This vibrant blend of artistic and culinary richness invites visitors to immerse themselves in both its poetic history and exquisite flavors.
During our trip, we had the pleasure of visiting Abqora Restaurant & Wine Club, where we savored delicious Azerbaijani cuisine paired with exceptional local wines.
Photo credit: © Edmond Yang
Who’s Thor Heyerdahl?
Before we traveled to Azerbaijan, I had informed both Edmond and Janette that Thor Heyerdahl is a well-known figure, particularly in relation to his search for Odin, and that many people in Azerbaijan are familiar with his contributions. Initially, they were skeptical. However, after spending two fascinating days in Shamakhi and immersing themselves in its natural beauty, Edmond began asking locals if they knew about Thor Heyerdahl. The responses he and Janette received were surprising.
Everyone they asked knew about Thor Heyerdahl.
Photo credit: © Edmond Yang
Faces of Azerbaijan
While in Shamakhi, Edmond Yang began capturing stunning images of the local people, each photograph telling its own unique story and reflecting the rich cultural heritage of the region. He photographed a diverse range of individuals—from market vendors with lively smiles, to elderly storytellers with eyes full of wisdom, and young children playing in the streets. Each face, full of character, offered a glimpse into the lives of the people who call Shamakhi home. From the vibrant, bustling markets to the serene landscapes that surround the village, his lens found beauty in every corner. Here are the remarkable results.
Photo credit: © Edmond Yang
Whispers of Baku: A City That Captures the Heart
As we returned to Baku, the vibrant pulse of the city welcomed us once more. We met with the Caspian Media Group team and its Founder and CEO, Huseyn Javadzadeh, for a quick briefing on our locations and shooting plans. The excitement was palpable as we then stepped into the world of hair and makeup, preparing ourselves for a day of capturing Baku’s soul through the lens. Our first stop was the iconic Heydar Aliyev Center, a masterpiece of modern architecture where Edmond Yang captured a stunning photograph of Azerbaijani model Elvin Ismayil and Jeanette.
Over the next three days, we explored Baku’s many facets, each location as enchanting as the last. We ventured to Ateshgah, the ancient Fire Temple on the outskirts of the city, where the whispers of history seemed to linger in the air. From there, we moved to Yanardag, a mesmerizing site where the eternal flames dance endlessly, defying time. In the heart of Baku, we continued our journey through the Old City, where the past meets the present, and at the majestic Palace of the Shirvanshahs, a testament to the city’s regal history.
Through every location, Baku revealed its many layers—where history, modernity, and culture intertwine to create a city that’s impossible not to fall in love with.
Photo credit: © Edmond Yang
Flavors of Azerbaijan: A Journey Through Cuisine and Culture
In between our shoots, we found ourselves immersed not only in Azerbaijan’s historical and cultural treasures but also in the soul-satisfying delights of its vibrant cuisine. As all three of us are pescatarians, we relished modern twists on traditional dishes—the precious jewel of the Caspian Sea, sturgeons, and shrimp kebabs drizzled with tangy pomegranate sauce, alongside saffron-infused pilafs that captured the very essence of the region. Each meal was complemented by glasses of exquisite local wine, adding depth and character to our dining experience. My personal favorite, however, was a vegetarian rendition of the renowned Shah Pilaf. To finish each meal on a sweet note, we indulged in delicate paxlavas paired with freshly brewed traditional tea, infused with fragrant herbs that beckoned the senses to savor the rich, layered flavors of Azerbaijan.
Photo credit: © Edmond Yang
Thor Heyerdahl: Tracing Odin’s Origins
In 1981, Thor Heyerdahl was invited by the President of Azerbaijan’s Academy of Sciences to visit the renowned petroglyphs of Gobustan. Upon arriving, he was immediately struck by the remarkable similarities between the ancient rock carvings of seafaring vessels and the ships of the Vikings—symbols that seemed to echo the seafaring spirit he had long studied.
During his visit, as a guest of the Academy of Sciences, Heyerdahl eagerly explored the celebrated rock engravings, immersing himself in the region’s ancient history. The Academy’s President graciously took him on a journey across Azerbaijan, offering him a rare opportunity to witness the country’s breathtaking landscapes and meet its warm, hospitable people, including esteemed scientists.
It was only a day before his departure that Heyerdahl learned that his host was the brother of Azerbaijan’s then-President, Heydar Aliyev. This revelation marked the beginning of a deep and lasting friendship with the country. Over the years, Heyerdahl returned to Azerbaijan four times: in 1981, 1994, 1999, and 2000, continuing his exploration of the cultural and historical connections between Azerbaijan and Scandinavia.
Photo credit: © Edmond Yang
Discovering the Mystic Atmosphere of Gobustan
As we arrived in Gobustan, we were immediately enveloped by its mystic atmosphere. Home to the UNESCO World Heritage site, the Gobustan Rock Art Cultural Landscape, we reveled in the chance to explore the ancient petroglyphs—intricate carvings that date back between 5,000 and 20,000 years. These ancient markings, etched into the rocks, seemed to whisper stories of a time long past, inviting us to immerse ourselves in their mystery.
An intriguing detail we often encountered while researching Thor Heyerdahl’s connection to Azerbaijan was his fascination with Gobustan’s musical heritage. Thor was frequently photographed playing the Gaval Dash (Qavaldaş), a “tambourine stone” in Azerbaijani, an ancient instrument that reflects the deep cultural roots of the region. Inspired by his interest, we too took a moment to enjoy playing the Gaval Dash in Gobustan before beginning our shoots at the Gobustan Museum. The museum’s exhibitions provided us with further insight into the historical significance of the petroglyphs and showcased the region’s rich cultural and archaeological heritage.
Next, we journeyed up to the Gobustan Rock Art Cultural Landscape, where we continued our photo shoots amidst the stunning, arid landscape. Despite the sweltering heat, the cool breeze from the Caspian Sea offered us a welcome respite. Our final stop was the awe-inspiring Mud Volcanoes, one of the world’s most unique and rare geological wonders, where the earth seemed to breathe and bubble with ancient energy.
Photo credit: © Edmond Yang
Discovering the eternal flame Yanardag
After a long day of shooting in Gobustan, we made our way to our final destination for the day—Yanardag, the “Burning Mountain.” Known as one of Azerbaijan’s most iconic landmarks, Yanardag is home to natural flames that have been burning for thousands of years, their steady glow a testament to the timeless energy of the earth. As we arrived, the flames seemed to embody the spirit of the land itself, casting a mesmerizing light over the evening and adding a sense of mystery to our journey.
Photo credit: © Edmond Yang
Ateshgah: The Sacred Flame of Azerbaijan
After an unforgettable day of shooting in Gobustan, we made our way to our next awe-inspiring destination—Ateshgah, the Fire Temple. Ateshgah is one of Azerbaijan’s most mystical landmarks, a sacred site that has witnessed the passage of countless generations. The temple, built atop natural gas vents, has been burning continuously for centuries, a living symbol of the ancient traditions of Zoroastrians, Hindus, and Sikhs. As we arrived, the flickering flames seemed to speak the language of the earth, casting a warm glow that illuminated the temple’s stone walls and the evening sky. Standing in the presence of this ancient fire, it felt as though time stood still, allowing us to connect with the rich spiritual heritage of Azerbaijan. Ateshgah was not just a destination—it was a journey into the heart of the land itself.
Photo credit: © Edmond Yang
Farewell Baku: A Night to Remember
As the sun set over the Caspian Sea, it was time for Edmond and Janette to say farewell to Baku. We dined at Nakchivan Restaurant with the wonderful Fakhriya Khalafova, laughing and reminiscing about the incredible moments we had shared. The evening took a beautiful turn as Janette donned traditional Azerbaijani costumes, designed by Fakhriya herself. We made time for one last photoshoot, capturing the elegance and beauty of the night. As the evening drew to a close, we raised one final glass of wine, feeling the pulse of Baku in our hearts, knowing that this magical city and the project would always hold a special place in our lives.
Photo credit: © Edmond Yang
Featured in Azerbaycanim Magazine: A Journey of Culture and Creativity
We are thrilled to share that our project was featured in Azerbaycanim Magazine with a stunning 6-page spread! In this feature, we opened up about our unforgettable journey to Azerbaijan and our cultural bridge-building project, “Discovering the Land of Our Origin.” This project wouldn’t have been possible without the visionary direction of internationally renowned creative art director Edmond Yang and the influencer Jeanette Elise Hildebrandt. A special thanks to Azerbaycanim Magazine’s editor-in-chief, Emil Nasirli, for bringing our story to life in the magazine, and to Azerbaijan’s star fashion designer, Fakhriye Khalafova, for the stunning designs.
Photo credit: © Edmond Yang
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