Uzbekistan and soft power as a geopolitical strategy

Abstract

This paper analyses the consolidation of soft power in Uzbekistan as a strategic instrument for international projection and regional differentiation. In contrast to its Central Asian neighbours, the country has embarked on a foreign policy that combines internal modernization, economic openness, and cultural projection. Under the leadership of Shavkat Mirziyoyev, Uzbekistan has understood that contemporary influence depends on the ability to generate symbolic attraction, prestige, and international legitimacy. The research examines how, through sports, fashion, art, and culture, Tashkent has managed to reposition itself globally and redefine its image as a modern, dynamic country with its own identity. These cultural and sporting manifestations are part of a logic of economic and diplomatic diversification, evidenced by the search for new alliances with the European Union and East Asia, as well as a progressive distancing from the Russian orbit. At the same time, the revaluation of historical heritage and cultural capital acts as an instrument of internal cohesion and external projection. Finally, the case of Uzbekistan shows how a state without major energy resources or maritime access can, through intelligent soft power strategies, achieve remarkable international visibility and play an active role in the redefinition of Eurasia.