Building Kazakhstan's International Positive Image through 'Abai Centers' Abroad

Abstract

This study aims to investigate the role of Abai Centers as an instrument of Kazakhstan’s cultural diplomacy and soft power. As part of national foreign policy, Abai Centers were established to promote the Kazakh language, literature, and cultural heritage abroad, and to strengthen the country’s international image. The significance of Abai Centers is often underscored in official narratives. Yet, no academic research has been dedicated to them. Methodologically, the research is based on a qualitative analysis. The data was collected by combining multiple sources. The primary data was gathered through 20 semi-structured interviews with (1) representatives of the Kazakh diplomatic mission abroad, (2) experts and scholars in the field of cultural diplomacy and soft power, and (3) members of Kazakh diaspora and student associations overseas. As far as secondary sources are concerned, media records, institutional messages, and official materials were collected for analysis. The results of the study show that there is a gap between the official description of Abai Centers and their actual activities. It was found that there is no clear and standardized institutional definition of what qualifies as an Abai Center. In practice, many centers operate in different formats. Their accessibility, level of coordination and financial support are significantly limited. The study also indicates that diaspora communities and student organizations play a no less important role in promoting Kazakh culture abroad. They often work actively through grassroots cultural initiatives. The study makes recommendations regarding clarifying the institutional model of Abai Centers, improving coordination between centers, increasing the number of translated and digital resources, and developing partnerships outside of embassy-based spaces. It also emphasizes the importance of closer cooperation with diaspora and student associations and volunteer-based support to deal with staffing and sustainability issues.