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BRANDING UZBEKISTAN AND PROMOTING ITS SOFT POWER
Ja’farov Javoxirmirzo Shavkatjon o’g’li
Annotation: This research explores the concept of soft power, its mechanisms,
and its influence on international relations. It begins by defining power as the
ability to influence decisions and actions, distinguishing between hard power and
soft power. The study emphasizes Joseph Nye’s concept of soft power, which
operates through attraction rather than coercion, and its significance in the
globalized era. It further discusses the role of culture, ideology, and foreign policy
in soft power, citing historical examples such as the cultural influence of Ancient
Greece and the Soviet Union’s ideological leadership. The research highlights how
soft power manifests in today’s world, from media and education to cultural
diplomacy and international relations. A specific focus is placed on Uzbekistan’s
cultural diplomacy as a tool for enhancing its soft power, with examples of
prominent figures like Kato Kyudzo and Ikuo Hirayama, who contributed to Uzbek-
Japanese relations. The paper concludes by discussing the strategic use of soft
power for Uzbekistan, considering its cultural, historical, and religious assets, and
the potential benefits of enhancing its international image through cultural
exchanges, educational initiatives, and diplomatic efforts.
Keywords: Soft power, international relations, cultural diplomacy, Joseph
Nye, ideology, global influence, Uzbekistan, cultural heritage, foreign policy,
globalization, ideological hegemony, diplomatic relations, cultural exchange,
education, Uzbekistan’s soft power strategies, cross-cultural cooperation.
Understanding the concept of Soft Power: how it works and its impact on
international relations.
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The lexical meaning of the term power is quite broad, and in most cases it is
understood as the ability to influence the behavior and actions of a process or
person, and in any case, to change the decisions of the party to whom the power or
influence is directed in the interests of other party which is using the technics of
power. However, there are different manifestations of the power, and it is possible
to coerce through threats, to make the parties dependent through the promise of
material compensation, or to arouse the desire for the intended goal in them by
attracting the parties to the ideas of the party using the power of influence. Of
course, these methods are equally effective in terms of achieving the intended goal,
but they differ sharply in terms of the mechanism of operation and the
consequences they can cause. Taking all this into account, Joseph Nye emphasizes
that great achievements can be achieved by implementing significant but subtle
methods of using force, and that even if the intended goals are not achieved, such
methods will not have harmful consequences. Just as it is very important to be able
to persuade others to do something within the framework of your goals with the
help of force, it is also important to have the attractiveness of this process, that is,
to appear as the right way in the eyes of outside observers. Absolute power is often
evaluated not by its impact and results, but by how it is later judged.
Scholars such as Joseph Nye, Robert Keohane, and Neil Rosendorf,
considering the importance of soft power in determining the power and position of
a country, see its main function in the field of international relations and foreign
policy. Although each of them has different views on the specific direction in which
soft power should be manifested, they also put forward some common ideas. For
example, all scholars unanimously agree that in today's era of globalization and
strong global integration, it is important to conduct a multi-vector foreign policy
and that this priority task is impossible without the participation of soft power.
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Based on the doctrine put forward by Joseph Nye, the soft power of a
particular state mainly relies on three sources: its culture, which is attractive to
others, its political values, which can serve as an example both at home and abroad,
and its foreign policy, which is manifested as legal and moral strength1. Indeed,
the most important direction in which soft power can find its expression is culture
and values. Historically, we can witness that the greatest country of any era is based
on its cultural superiority. If we look at the early periods of human civilization, in
Ancient Egypt, in the state of Alexander the Great, and in the Roman Empire,
although large territories were conquered by hard force, the importance of culture
was very great in maintaining those conquered territories and establishing relations
with powerful states. The Hellenic culture of the ancient Greeks was distinguished
by its unique height and for a long time was able to influence the science and
methods of politics of the Arab-Islamic world, the modern European world. Later,
as a result of the emergence of Islamic civilization, we can see the emergence of
another powerful culture and its influence on the system of international relations.
There is one thing in common in all historical processes - any new and powerful
culture has become an integral part of soft power, and the state that is the leading
guardian of this culture has the right to use culture as power.
Along with culture, ideology cannot be imagined without soft power. The
great English realist E.H. Carr in 1939 divided international power into three
categories: military, economic and ideological control2. In his opinion, in modern
society, people, unlike in ancient times, unite not around national traditions or
different cultures, but on the basis of a common idea. Therefore, it is emphasized
that in order to have influence, it is important, first of all, to occupy an ideologically
dominant position. The famous Italian philosopher Antonio Gramsci, based on
class theory, also puts forward the concept of using ideology as soft power in its
1
Nye, J. S. (1990). Soft Power.
Foreign Policy
,
80
, 153
–
171. https://doi.org/10.2307/1148580
2
E.H.Carr, The Twenty Years’ Crisis, 1919
-1939: An Introduction to the Study of International Relations
–
New York: Harper & Row, 1964. p.108.
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essence, which is called “ideological hegemony”3. The world wars that took place
in the last century, the processes of formation and disintegration of the bipolar
world, clearly demonstrated what a powerful weapon ideology can become.
Initially, the use of ideology as soft power was masterfully carried out by the Soviet
Union. The USSR became the leading country of the socialist camp by supporting
the proletarian revolution all over the world. Thanks to the ideological support it
provided in the formation of communist states such as the People's Republic of
China, the Democratic People's Republic of Korea, Cuba, and Vietnam, the
influence of the Soviet Union in these countries increased to an unprecedented
extent. After the collapse of the USSR, the prestige of China, the most
economically powerful country in the communist world, began to grow in North
Korea, Cuba, and Vietnam, and the main reason for this is ideological leadership.
In the democratic Western world, the soft power of the United States is also
considered in its ideology. The United States, as the guardian of human rights and
democracy, is interested in the spread and strengthening of these ideas, because
every country aspiring to democracy, of course, tries to be based on the US model
and principles. For the American foreign policy course, its democratic soft power
is more beneficial than the 1.3 million-strong army created at the expense of the $
850 billion defense budget4. The presence of a powerful army does not give the
opportunity to use it at any time and in any situation, but there are no restrictions
on the use of soft power. The soft power tools used in the reconstruction of Japan
after World War II, rather than American intervention in the Middle East, brought
great benefits and prestige: experience exchange programs of American specialists,
the creation of modern Japanese legislation by American lawyers, the involvement
of various non-governmental and non-profit organizations. In the same vein, the
3
Грамши А. Тюремные тетради. Часть первая. Москва: Издательство
политической литературы, 1991
4
Swagel, P. L. (2024, November).
Long-Term implications of the 2025 future years defense program
.
Congressional Budget Office. https://www.cbo.gov/publication/61017
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Marshall Plan, which was used to rebuild Europe after World War II, is arguably
the most ambitious and successful example of soft power policy.
In today’s information age, the range of objects that can be considered soft
power has expanded to such an extent that now every popular, everyday thing can
be seen as a tool of soft power. Cinema, music, language, education, tourism,
cultural objects – it is not difficult to imagine that each of these plays an important
role as a component of soft power. Although Joseph Nye believes that it is very
wrong to reduce the level of soft power to simple objects, in fact, even the smallest
units can be of great importance. J. Nye emphasizes in his work: “The fact that
North Korean dictator Kim Jong-il loves pizza and American movies does not
affect his nuclear programs.”5 But the fact that North Korean leader Kim Jong-un,
during the 2019 talks in Hanoi, requested that professional basketball players visit
North Korea for regular exchange visits in exchange for a denuclearization
agreement6 proves that soft power can sometimes be found in the simplest of
things. So soft power can manifest itself not only in important and extremely high-
level manifestations, but also in the simplest and most surprising forms.
The main points of promoting Uzbekistan’s Soft Power: real examples
and potential strategies.
Given the rich religious, historical and cultural heritage of Uzbekistan, the use
of cultural diplomacy as an instrument of “soft power” in international relations is
of great importance. It is appropriate to consider this on the example of the Japanese
scientist Kyudzo Kato. Kato Kyudzo, who considers Uzbekistan his second
homeland, is the author of many scientific works about our country, a famous
Japanese professor, who first came to Uzbekistan in the 60s of the last century. He
loved the rich history of our country. He devoted about 40 years of his life to
5
Nye, J. S. (1990). Soft Power.
Foreign Policy
,
80
, 153
–
171. https://doi.org/10.2307/1148580
6
Palmeri, T. (2019, May 9). Kim Jong Un wanted “famous” US basketball players as part of denuclearization
deal: Sources.
ABC News
. https://abcnews.go.com/Politics/kim-jong-wanted-famous-us-basketball-players-
part/story?id=62920773
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participating in various projects in cooperation with the Academy of Sciences of
Uzbekistan and scientific institutes. He conducted archaeological excavations at
ancient monuments such as Dalvarzintepa, Koratepa, Kholchayon, Fayoztepa in
the Surkhandarya region. He led the research of the international Uzbek-Japanese
archaeological expedition studying Buddhist monuments.
Kato Kyuzo was a professor at Soka University, an honorary professor at the
National Museum of Ethnology in Japan, a historian, ethnographer-archaeologist,
translator, author of numerous scientific studies and articles, an honorary citizen of
Termez, an honorary doctor of the Institute of Art Studies of the Academy of
Sciences of Uzbekistan. He was awarded the “Golden Light Sacred Treasure” of
Japan and the “Friendship” orders of the Republic of Uzbekistan. The devoted
Japanese scientist created many scientific works on the history and culture of
Central Asia, including Uzbekistan. His books “At the Crossroads of the Silk
Road”, “Journey through Eurasian Civilization”, “Great Persons of Central Asia”,
“The City of Dalvarzintepa”, and the monograph “Oykhonum” are vivid examples
of this. He translated into Japanese several books by Amir Temur, Mirzo Ulugbek,
Mirzo Babur and other great thinkers of Central Asia, as well as foreign scholars,
dedicated to our rich history and culture. A number of works such as "Ancient
Panjikent", "Ancient Khorezm" are also known to Japanese readers through the
translation of Kato Kyuzo.
In addition to his native language, the honored scholar freely read books in
Uzbek, Russian, English, French, and Turkish. He also recommended his students
to learn the Uzbek language perfectly, saying, "Knowing the Uzbek language is
like finding the key to all languages, and knowing the Turkic languages is like
opening the door to the Great Silk Road." Although the Japanese scholar, who had
a special love for Uzbekistan and the Uzbek language, died in the city of Termez
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in 2016, the works he left behind continue to strengthen cooperation between our
countries and bring our peoples closer together.7
Another example is the Japanese artist Ikuo Hirayama. The most famous artist
of the second half of the 20th century, an honorary citizen of Kamakura and
Tashkent, Hiroshima Prefecture, a UNESCO Goodwill Ambassador, and a
recipient of one of Japan's highest awards - the Order of Merit for Culture -
Hirayama Ikuo (1930-2009) was also one of the famous figures who loved
Uzbekistan as a lover of its rich cultural history.
Interest in the origins of Buddhism prompted Hirayama to visit the countries
of the Great Silk Road. In 1968 his dream of coming to Samarkand and Bukhara
comes true, where he creates a series of sketches. They were displayed at his
exhibition held in Tashkent In 1998 he arrives to Uzbekistan again. In total, the
artist visited Uzbekistan six times, his last visit was in 2002.
Throughout his life, Hirayama makes paintings dedicated to the Great Silk
Road, with landscapes of Afghanistan, Iran, Syria, Uzbekistan. However, his work
was not limited to painting. He spent a lot of money and energy for the restoration
of cultural property. Hirayama’s efforts in preservation of cultural monuments of
Central Asia is also of great importance. In particular, he organized the Fund for
the Preservation of Cultural and Historical Monuments, which temporarily stores
cultural objects from Afghanistan in Japan, until there will be peace and stability
in that country.
In 2002, the artist opens the Caravanserai of Culture in Tashkent (since 2004,
the International Caravanserai of Culture) as a center for organizing expeditions,
exhibitions, restoration work (laboratories were established there), exchanging
opinions and discussing the achievements between Uzbek and Japanese scientists
7
Mamatrayimov, X. (2022, January 6).
O‘zbekiston va o‘zbek tiliga o‘zgacha mehr qo‘ygan yapon olimi
. Uza.Uz.
https://uza.uz/oz/posts/ozbekiston-va-ozbek-tiliga-ozgacha-mehr-qoygan-yapon-olimi_335000
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and cultural figures. The main sponsor of the project is the oilfield services
company Eriell-Group.8
For Uzbekistan, the use of cultural diplomacy in relation to the developed
countries of the world - the USA, Germany, France, Great Britain, Japan and Korea
- can be especially effective in several ways: For example, organizing exhibitions
of the rich cultural heritage, historical finds and objects, various works of art in
Uzbekistan in the most famous and largest museums and art galleries in the United
States of America, such as New York, Boston, Detroit, Chicago, or the Louvre in
Paris, France, and the British Museum in London, Great Britain, as well as
establishing permanent or seasonal activities of Uzbekistan exhibition corners. It is
also necessary to establish permanent dialogues on academic cooperation with
leading experts from these countries in this field. In particular, it is necessary to
develop a roadmap for a certain number of young people, young specialists, and
prominent scientists interested in Uzbekistan to come to Uzbekistan every year on
the basis of a special program and enjoy this country for a certain period of time.
The Uzbek government’s funding of this project and related non-governmental
organizations and various foundations plays a huge role in this. Other aspects of
cultural exchange, including music performances, film festivals, and culinary
events, can showcase Uzbek culture, traditions, and heritage to American
audiences. This not only promotes culture, but also creates opportunities for
people-to-people contacts and cooperation. Especially today, as a result of the
growing Uzbek population in major cities in the United States, Uzbek music, dance,
and cuisine are gaining popularity. If this popularity and interest are used wisely, it
is possible to make Uzbekistan famous by establishing a network of Uzbek
restaurants, as well as by organizing Uzbek music nights to raise awareness of
Uzbek culture among foreigners. Also, by increasing Uzbekistan's participation in
8
WOSCU. (2023, September 12).
Why did the Japanese artist Ikuo Hirayama come to Uzbekistan and why he
opened the Caravanserai of Culture in Tashkent?
The World Society for the Study, Preservation and
Popularization of the Cultural Legacy of Uzbekistan . https://society.uz/news/detail/news/552
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the annual film festivals held in Cannes (France) and cooperating with France in
the film industry in general, we can not only strengthen ties between the two
countries, but also prove to the whole world that soft power can have an impact
when reflected in cinema.
Educational exchanges between Uzbekistan and top universities in developed
countries of the world are also an important factor of soft power, which is important
for both countries. This can include student exchange programs, joint research
projects, and cooperation of professors and teachers in various areas of education.
Currently, the rapid reforms being carried out in the higher education sector in
Uzbekistan are paying more attention than ever to improving the external image of
Uzbek universities and their place in international rankings. If this process is further
accelerated, firstly, the interest of foreign students in studying in Uzbekistan will
grow significantly. Secondly, it will create an opportunity for the university to
attract more foreign specialists and scientists to its academic activities. All this will
increase the reputation of Uzbekistan, its investment attractiveness, scientific and
cultural potential.
The next important issue is to increase the number and quality of diplomatic
events and official visits between Uzbekistan and leading countries of the world,
and to pay great attention to the integration of cultural elements in such processes.
It is no secret that diplomatic ceremonies improve bilateral relations, as well as
create unforgettable experiences for diplomats and officials. This may include the
presentation of traditional music, dance and cuisine at state receptions and cultural
exhibitions. In particular, it is necessary to increase the activity of our ambassadors
and diplomats in informal relations between our countries and peoples, as well as
in social life.
The existence of cooperation between youth can also be interpreted as an
effective front of soft power. The main goal of this direction is to increase the
interest of foreign youth in Uzbekistan. It is necessary to organize exchange
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programs and camps for them in Uzbekistan. We know that today, it is customary
for young people to demonstrate the attractiveness of their culture and country
through summer schools, educational exchange programs, and participation in
various summits and conferences. In this case, young people, in addition to
enjoying the nature, conditions, and cultural situation of the countries they travel
to and study, are directly influenced by the soft power of that country. This will
affect their future thinking only positively about that country and, if the opportunity
arises to make a decision to cooperate with that country, they will definitely become
positive recipients of it. In general, by strategically implementing cultural
diplomacy initiatives, Uzbekistan can effectively increase its “soft power” and
stimulate positive perceptions of its culture, values, and identity in the world’s
powerful countries, which will ultimately strengthen bilateral relations between the
two countries. This requires the government of Uzbekistan to pay attention to this
issue and allocate as much money as possible, because in the future this money will
return many times over and will ensure the Uzbekistan's strong position on the
world stage.
Conclusion.
“Soft power” is a very important phenomenon in its own right, reflecting the
practical application of the most legitimate forms of establishing relations between
countries and influencing any process in foreign policy.
Concluding from the above, it can be said that soft power and hard power,
interacting with each other, can create smart power, which creates the basis for
achieving the desired results and the intended goals. However, when there is a
possibility of solving everything with soft power alone, the use of hard power
should be strictly limited. Because it is natural that hard power, even once used,
will arouse suspicion and distrust of any means that may be used later. Hard power
can be accepted as an obligation that can be implemented only in desperate
situations, rather than a rational decision. Especially for countries like Uzbekistan,
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which are on the path of rapid development today, soft power is not a choice, but a
necessity. Especially for Uzbekistan, which is not rich in natural and material
resources, but has a huge historical, religious and cultural influence, soft power
policy is quite effective and successful.
The concept of soft power has always had its own significance, means of
influence, sources and is an important strategy for every powerful political actor.
Of course, it is not always easy to foresee soft power and analyze how wide the
range of results expected from it will be. However, it is distinguished by the fact
that it is based on universal democratic principles, convenient, attractive and
universal in comparison with any other means. As the Chinese philosopher Lao-
Tzu, who lived in the 7th century BC, said: “There is no substance in the world
softer and weaker than water, but it can break even the hardest substance by
absorption”9. Soft power is like water, its existence is invisible and unknown, it
does not accumulate a huge resource, but by using it, it is possible to influence and
change any visible reality.
REFERENCES.
1.
E.H.Carr, The Twenty Years’ Crisis, 1919-1939: An Introduction to the
Study of International Relations – New York: Harper & Row, 1964. p.108.
2.
Gramsci A. (
Грамши А.) Тюремные тетради. Часть первая.
Москва: Издательство политической литературы, 1991
3.
Mamatrayimov, X. (2022, January 6).
O‘zbekiston va o‘zbek tiliga
o‘zgacha mehr qo‘ygan yapon olimi
. Uza.Uz. https://uza.uz/oz/posts/ozbekiston-
va-ozbek-tiliga-ozgacha-mehr-qoygan-yapon-olimi_335000
4.
Nye, J. S. (1990). Soft Power.
Foreign Policy
,
80
, 153–171.
https://doi.org/10.2307/1148580
9
Soft power
: теория, ресурсы, дискурс / под ред. О. Ф. Русаковой. –
Екатеринбург: Издательский Дом
«Дискурс
-
Пи», 2015. стр.180
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Часть-41_ Том-3_ Март-2025
58
5.
Palmeri, T. (2019, May 9). Kim Jong Un wanted “famous” US basketball
players
as
part
of
denuclearization
deal:
Sources.
ABC
News
.
https://abcnews.go.com/Politics/kim-jong-wanted-famous-us-basketball-players-
part/story?id=62920773
6.
Swagel, P. L. (2024, November).
Long-Term implications of the 2025
future
years
defense
program
.
Congressional
Budget
Office.
https://www.cbo.gov/publication/61017
7.
Soft power: теория, ресурсы, дискурс / под ред. О. Ф. Русаковой. –
Екатеринбург: Издательский Дом «Дискурс-Пи», 2015. стр.180
8.
WOSCU. (2023, September 12).
Why did the Japanese artist Ikuo
Hirayama come to Uzbekistan and why he opened the Caravanserai of Culture in
Tashkent?
The World Society for the Study, Preservation and Popularization of the
Cultural Legacy of Uzbekistan .
https://society.uz/news/detail/news/552
