In recent years, soft power has become a key tool of international influence, allowing states to shape their image abroad through culture, education, science, tourism, sports, and media. For Uzbekistan, with its rich historical heritage, this direction is particularly important.

In an interview with Podrobno.uz, political science doctor Abror Yusupov noted that according to the Global Soft Power Index 2026, Uzbekistan rose by 7 positions, ranking 92nd. This reflects growing international interest in the country.

The index is based on three key indicators – familiarity, reputation, and influence – as well as 55 metrics. Uzbekistan showed one of the best positive dynamics in Central Asia.

However, Yusupov argues that the country's soft power potential is not fully realized. Many cultural and educational initiatives develop in parallel without a unified long-term strategy.

As successful models, the expert cites Japan (culture and technology), China (education and economic expansion), and Germany (science and engineering). Each country leveraged its unique advantages.

Uzbekistan's main assets: historical and cultural heritage, tourism (11.7 million tourists in 2025), cuisine, music, sports, and youth achievements. Khiva was listed among National Geographic's best destinations for 2026.

Yusupov proposes creating a network of cultural-trade spaces abroad under brands like Samarkand, Bukhara, and Khiva, as well as developing virtual tourism and digital platforms.

Uzbek athletes (Nodirbek Abdusattorov, Abdukodir Khusanov), scientists, and cultural figures are becoming important elements of national soft power, shaping the image of modern Uzbekistan.

Source: podrobno.uz