«Soft Power» and State Branding: Cultural Diplomacy of Kazakhstan and Kyrgyzstan in Relations with the United States

«Soft power» is a foreign policy strategy based not on coercion, but on the attractiveness of culture, values, ideology and foreign policy of the state. State (national) branding is a strategic process of forming, managing and promoting a country's image on the international arena to enhance its prestige, competitiveness, attract tourists, investors and talents. This is an integrated approach that combines the unique characteristics of the state, its culture, values and economic advantages. The purpose of this study is to assess the role of cultural interaction between the Kyrgyz Republic and the Republic of Kazakhstan with the United States of America today. The study demonstrates that for the United States, cultural cooperation serves as a tool for strengthening their ideological and humanitarian presence in the region, while for Kazakhstan and Kyrgyzstan, cultural diplomacy is a channel for fostering a positive international image and advancing national interests. Based on an analysis of key areas of humanitarian interaction, the authors conclude that cultural diplomacy contributes to strengthening international agency, developing foreign policy resilience, and enhancing the global competitiveness of the Republic of Kazakhstan and the Kyrgyz Republic.