TRANS-EURASIAN CULTURAL CONNECTIVITY: THE ROLE OF SOUTH KOREA IN KAZAKHSTAN’S SOFT POWER STRATEGY

Abstract

This study examines the interaction between South Korea’s soft power strategy and Kazakhstan’s evolving cultural diplomacy within the broader framework of Trans-Eurasian cultural connectivity. Over the past two decades, South Korea has become one of the most successful middle-power cultural actors, leveraging the global spread of Hallyu, a highly developed digital infrastructure, and institutionally supported creative industries. Kazakhstan, meanwhile, pursues a multi-vector foreign policy aimed at strengthening its international visibility, establishing an attractive cultural brand, and positioning itself as a cultural and geopolitical hub of Eurasia. The paper explores how South Korea’s model of cultural diplomacy-combining state initiatives, market mechanisms, and digital platforms-can support Kazakhstan’s efforts to enhance its soft power and cultural outreach.

Using qualitative research methods, including thematic analysis, comparative case study, and the examination of strategic policy documents, the study identifies the growing appeal of Korean culture among Kazakhstani audiences, particularly youth, as well as the potential for bilateral cooperation in digital content, media production, education, and creative industries. Particular attention is paid to Kazakhstan’s structural constraints, such as underdeveloped digital infrastructure, limited institutional support for creative sectors, and the risks of cultural asymmetry.

The paper concludes that deeper cooperation between Kazakhstan and South Korea can be achieved through joint co-production, digital initiatives, educational partnerships, and collaboration within regional frameworks. By offering the first comprehensive analysis of the interaction between the two countries’ soft power strategies through the prism of Trans-Eurasian cultural dynamics, the study fills an existing research gap and outlines new directions for future cultural diplomacy.