CULTURAL DIPLOMACY OF KAZAKHSTAN IN STRENGTHENING NATIONAL IDENTITY: A COMPARATIVE ANALYSIS

Abstract

Kazakhstan’s cultural diplomacy is examined as a tool for strengthening national identity in a multiethnic society. The study analyzes how cultural diplomacy, a form of soft power based on the exchange and promotion of cultural assets, can reinforce identity markers such as language, heritage, and shared values. A comparative case study design draws on secondary data from South Korea, Japan, and the United Kingdom to identify practices that are transferable to Kazakhstan. We combine qualitative analysis of policy documents, cultural exchange programs, and soft power indices with quantitative indicators such as Global Soft Power Index scores and cultural institute networks. The cases show that cultural diplomacy projects heritage abroad and nurtures pride at home. South Korea’s Hallyu, including K pop, film, and cuisine, has elevated national image and civic pride. Japan’s Cool Japan strategy uses popular culture and traditional arts to build international appeal and domestic identity. The United Kingdom maintains influence through the British Council and the BBC, which promote English language and national culture. Kazakhstan can promote a diverse identity through cultural centers abroad, diaspora engagement, and a cohesive cultural brand. The findings propose a framework for using cultural diplomacy to reinforce inclusive identity and reduce interethnic tensions.