EUROPEAN UNION’S «SOFT POWER» IN CENTRAL ASIA: POSSIBILITIES AND LIMITATIONS (2019-2025)

This article examines the features of the transformation of the geopolitical situation in the Central Asian region, which has led to competition among global actors. Following the collapse of the USSR, the European Union has pursued an active policy in the region and has become the largest trade and investment partner of Central Asia. The EU's official strategy towards Central Asia was adopted in 2019. However, geopolitical developments after 2022 have effectively led to a re-prioritization of this strategy. In the rapidly and significantly changing geopolitical environment after 2022, particularly with the Ukraine War, the EU has taken new steps to increase its influence in Central Asia. Globally, countries strive to protect their interests, establish and maintain relations with other countries, and gain the trust of the international community; beyond this, soft power relies on the ability to shape the choices of others. In this context, the article will address the key parameters of the EU's soft power policy in Central Asia between 2019-2025 and will evaluate the EU's soft power potential in the region, as well as the limitations it faces in utilizing this potential, by highlighting tools such as culture, education, investment, humanitarian aid, and technical cooperation. Keywords: European Union, Central Asia, soft power, geopolitics, energy diversification