CHINESE COMPANIES AND CULTURAL DIPLOMACY IN CENTRAL ASIA WITHIN THE BRI FRAMEWORK: THE CASES OF KAZAKHSTAN AND UZBEKISTAN

This article analyzes China’s cultural diplomacy and economic influence in Central Asia within the framework of the “Belt and Road Initiative” (BRI), with particular focus on Kazakhstan and Uzbekistan. The study examines the role of Confucius Institutes in China’s soft power strategy, the expansion of the Chinese language in the region, educational exchanges, and cultural programs that shape China’s attractiveness. In addition, the article highlights the participation of Chinese companies in energy and infrastructure projects, their impact on local labor markets, manifestations of Sinophobia in society, public protests, and the cautious stance of Central Asian governments toward China. Using the cases of Kazakhstan and Uzbekistan, the study provides a scholarly analysis of the areas in which China’s soft power has been effective, the domains where it has faced social resistance, and the geopolitical implications of these processes. The findings suggest that although China’s cultural and economic influence is steadily increasing, regional governments continue to pursue a multi-vector policy while striving to maintain internal stability.