National Image Building in the Context of Kyrgyzstan’s Soft Power Strategies

In today’s international relations, the influence of states is not limited to their military and economic capacities. Cultural appeal, political values and a positive image on a global scale also become determining factors in foreign policy success. In this context, the concept of “soft power” developed by Joseph Nye is increasingly gaining strategic importance, especially for developing countries. For developing countries such as Kyrgyzstan, soft power stands out as an effective tool for supporting foreign policy goals without resorting to pressure or coercion. Kyrgyzstan has a remarkable soft power potential with its rich cultural heritage and increasing international visibility. In order to activate this potential, projects focused on culture and education, diaspora activities, promotion of tourism and promotion of art and traditions play an important role. In addition, diplomatic missions not only conduct official relations; they also assume a central function in terms of public diplomacy, cultural interaction and information sharing. This study examines the social media activities of Kyrgyzstan’s embassies in strategically important countries (USA, China, Russia, Türkiye, Azerbaijan, Kazakhstan and Uzbekistan) in line with Kyrgyzstan’s foreign policy priorities and regional sensitivities using descriptive content analysis. In this context, it is evaluated how digital diplomacy tools contribute to the process of building national image and supporting foreign policy goals.