“Soft Power” as Political Influence Instrument in International Relations in Central Asia: Challenges and Trends

The study aimed to analyze the political influence of world powers on Central Asian countries using soft power instruments. The main methods used were descriptive statistics, which examined the key indicators of the topic under study, and historical analysis, which classified the main stages of the development of the area in the time frame. When analyzing the history of the emergence and development of such a phenomenon as official diplomatic relations between countries, the study emphasized that different tactics of building cooperation have always been used in this area. Interstate relations built on the principles of equality, unity, transparency, honesty, and reciprocity, based on soft contact, were much closer and more productive. By studying the peculiarities of political influence on Central Asia through soft power, the study determined that this influence is uneven and that different states interact with the region in different ways, using distinctive mechanisms and various instruments. For instance, the European Union countries, as well as China and Turkey, have traditionally built their relations on the principles of historical unity, common cultural characteristics, and educational goals. The strategies of other countries (Russia, Iran) also contain points of “soft” interaction with the region, but with a focus on military and economic cooperation rather than cultural and historical unification. Evaluating various approaches in this area, it is possible to conclude that soft assistance is a much more qualitative and practical method with a long-lasting and lasting effect. The results and conclusions of the work can be used in further scientific research, as well as to develop strategies and road maps for the development of diplomatic relations between states.