CHINA'S COMPETITION FOR SOFT POWER IN EAST ASIA: COMMUNICATION STRATEGIES AND IMPACT ASSESSMENT

Current instability in the world emphasizes the importance of using soft power tools to promote state interests in other regions of the world. A key example in this regard is China's soft power strategy, supported by the appropriate communication strategy tools. The aim of this paper is to identify China's strategy in using various communication tools, including cultural exchanges, media projects, and educational programs to strengthen its soft power and influence in the East Asian region. Paper provides an analysis of China's strategic use of the concept of soft power to expand its influence on the international arena, with an emphasis on the East Asian region. The paper analyzez how China abandoning traditional methods of direct coercion (military force, economic sanctions), focuses on engagement and cooperation through cultural appeal, economic initiatives, and diffusion of values. It is determined that for the region of East Asia, the central element of this strategy is the Belt and Road Initiative, which is aimed at deepening economic integration and cultural exchange, which is supported by measures in the fields of education, science, technology, as well as active participation in international organizations. The importance of information policy and media space in shaping global opinion and a positive image of China is emphasized, including the expansion of media space abroad through platforms such as CGTN and Xinhua. In addition, the use of social media and digital platforms to promote Chinese views and values plays a key role in the soft power strategy. The effectiveness of China's soft power in building sustainable international partnerships and strengthening its position in the region is highlighted, paying attention to the challenges and prospects of such an approach. China's efforts to develop infrastructure, promote cultural exchange and economic interaction with countries in the region are analyzed, emphasizing the strategic importance of soft power to ensure China's long-term global influence. The proposed paper may be useful for researchers, analysts in the field of diplomacy in East Asia, state and local authorities. Future research is planned to focus on the study of China's communication strategy in the context of the use of soft power, analyzing the possible bans of Chinese social networks in the leading countries of the world considering the situation with the potential ban of TikTok in the US. Keywords: Soft Power; Communication Strategy; China; East Asia; Economic Diplomacy