Аннотация
Abstract. The Silk Road, a network of ancient trade routes stretching from China to the Mediterranean, was not just about commerce and goods. It served as a vibrant conduit for cultural exchange, fostering the intermingling of languages, traditions, and artistic expressions between diverse civilizations. Today, the spirit of the Silk Road is being revived in the form of the "New Silk Road," a Chinese-led initiative aimed at economic and infrastructural development across Asia. The revitalization of the Silk Road through China's Belt and Road Initiative (BRI) presents a unique opportunity for Central Asian nations, Kazakhstan and Uzbekistan, to leverage their rich cultural heritage for international engagement and economic development. This paper analyzes and compares the cultural diplomacy strategies employed by both countries on the New Silk Road, highlighting their distinct approaches and effectiveness in achieving their goals. Keywords: Cultural diplomacy, New Silk Road, Kazakhstan, Uzbekistan, Belt and Road Initiative, soft power, tourism, regional cooperation.