The Experience of East Asian Countries in Implementing ‘Soft Power’ and Prospects for its Application in Uzbekistan

This study presents a comparative analysis of the experiences of East Asian countries (Japan, the Republic of Korea, China, Singapore, and Taiwan) in implementing "soft power" policies. It examines key strategies and instruments employed by these states, such as "Cool Japan," Hallyu, the "Belt and Road Initiative," "Smart Nation," and digital diplomacy. Particular attention is paid to the mechanisms for transforming cultural, educational, and economic potential into sustained international influence. Based on the findings, a model for adapting East Asian soft power practices to the Republic of Uzbekistan (the MAОСЕ model) has been developed, comprising stages of diagnosis, institutionalization, operationalization, and monitoring. Specific practical recommendations for implementing the model, taking into account the national legal and regulatory framework, are proposed. The research demonstrates that the systematic application of East Asian experience would enable Uzbekistan to significantly enhance its international image and tourism appeal, as well as improve its standing in global soft power rankings.