Cultural diplomacy and China's ‘soft power’ as a means of projecting national identity abroad

Abstract

This article explores the role of China’s cultural diplomacy and soft power in projecting national identity beyond its borders. Drawing on theoretical frameworks of cultural international relations and recent policy initiatives, the study examines how China’s institutional, educational, and media instruments—such as Confucius Institutes, global cultural events, and digital platforms—contribute to shaping a positive and coherent image of the nation. The paper traces the evolution of China’s soft power concept from its Western theoretical origins to its adaptation within the Chinese ideological context. It also highlights the interplay between cultural diplomacy and national identity formation, emphasizing their mutual reinforcement in the context of globalization. Special attention is given to China’s initiatives in Central Asia, particularly in Kazakhstan, as examples of regionally embedded cultural cooperation. The study identifies both achievements and limitations of China’s approach, including cultural perception gaps, political sensitivities, and ideological challenges. Finally, it outlines future research directions focusing on digital diplomacy, youth engagement, and cultural branding strategies