Soft Power of East Asian Countries towards Uzbekistan

The article examines the strategies of applying soft power tools by China, Japan, and South Korea in Central Asia, with a particular focus on their influence on Uzbekistan. The study analyzes the role of cultural, educational, and economic diplomacy as key mechanisms for shaping a positive image and strengthening bilateral relations. A comparative analysis of the approaches of the three countries to the use of soft power is conducted, highlighting their unique features and prospects for further development. The paper also explores potential trends in competition among global actors for influence in the region and the impact of geopolitical factors. Recommendations are provided for the effective utilization of soft power tools by East Asian countries, along with an assessment of the challenges and opportunities for Uzbekistan in selecting foreign policy partners.