Аннотация
The article analyzes the role of soft power theory in world politics, the history of its application in the system of international relations, the features of the use of soft power tools by major actors and the current state of soft power theory. The author also spoke about the potential tools of Kazakhstan's soft power policy and the mechanisms for its use. Comparative analysis, summary analysis methods were used in writing the article. Scientific works and articles on the theory of soft power are analyzed. The results of the study suggest ways to achieve success through the use of the Latin alphabet, other ethnic groups immigrated from Kazakhstan, the Kazakh diaspora abroad, tourism, the Russian language.