Comparative Analysis of the Usa and Japan Soft Power Models

Today, as modern society is in the "fourth wave" of the so-called information society, we can see that the concept of "soft power" has also evolved and is viewed from the perspective of international politics. This is facilitated by several main reasons. Soft power, a concept introduced by Joseph Nye in 1990, refers to the ability to influence others through attraction rather than coercion. The United States, as the originator of this concept, is one of the world's leading countries in this direction. Japan, an eastern country, which in cultural terms, despite the similarity with the United States, manages to preserve its cultural identity, and even more goes its own way of "soft power" different from the United States, the work analyzed the main tools as well as the positive and negative sides of each country in the field of "soft power" and gave recommendations on building the "soft power" of Uzbekistan based on them