KAZAKHSTAN’S DIGITAL CULTURAL DIPLOMACY: INSTRUMENTS AND EXPERIENCES OF COOPERATION WITH EAST ASIAN COUNTRIES

Abstract

The rapid development of digital diplomacy today has ensured the widespread use of digital cultural diplomacy in international relations. This article examines from different angles the tools and practices of digital cultural diplomacy of Kazakhstan in Asia, primarily in China, the Republic of Korea and Japan and analyzes the dynamics of development.The aim of the research is to analyze, based on the theories of soft power and constructivism, digital projects and cultural diplomacy initiatives aimed at a foreign audience and implemented with the participation of the state in the context of technological change. Special attention is paid to the activities of non-state actors - diasporas, bloggers, and cultural intermediaries - who use local and international digital platforms to promote culture abroad, as well as a comparative analysis of the importance and benefits of these practices.The research is based on qualitative analytical methods; SWOT analysis is additionally used to identify strengths and weaknesses, opportunities and threats in digital cultural diplomacy. The results obtained emphasize the need to adapt the Asian experience and modernize the Kazakh content strategy for cultural promotion. The long-term goal is to increase the number of joint projects with Asia and create gamification based on the national social heritage.