Abstract: The subject of this article is the assessment of the competitiveness of the European Union in the "Big Game" for influence in Central Asia. Brussels is actively using economic opportunities to promote its foreign policy interests. It is worth noting that for the Central Asian countries that pursue a multi-vector and pragmatic foreign policy, economic cooperation with the European Union is also a priority. The article examines the effectiveness of the use of some economic instruments of EU influence in relation to the countries of Central Asia. Particular attention is paid to assessing the effectiveness of the development of trade relations and the creation of preferential regimes, the provision of financial assistance as an instrument of political coercion. Based on the analysis of statistical data, the position is confirmed that the restrictions in the field of trade and investment, the conditions for providing financial assistance imposed by Brussels to exert political pressure on the countries of the region are ineffective. The author comes to the conclusion that political blackmail by the EU against the Central Asian states reduces the level of their trust. Ignorance of local specifics complicates the implementation of joint projects and programs. It is stated that the EU strategy in Central Asia is losing out to the strategies of third countries, primarily China and Russia.