Abstract: The relevance of the study is due to the rapid development of cultural diplomacy in the PRC against the background of the confrontation between the People's Republic of China and the US for world domination. The object of the study is the cultural diplomacy of the People's Republic of China. The subject of the study is the cultural diplomacy of China. A research objective is to determine the role of cultural diplomacy in the foreign policy of the People's Republic of China. The main tasks of the research are to investigate the history of Chinese cultural diplomacy after the formation of the People's Republic of China, to identify key changes in the PRC’s cultural diplomacy against the background of the deterioration of bilateral relations with the USSR, to analyze the PRC’s cultural diplomacy at the current stage, to define the main tools of implementation of cultural diplomacy of the People's Republic of China. This study is based on the "power transition" theory, explaining the process of changing the global leader in the world scene and its accompanying processes. The scientific novelty of this study is to define key tools of cultural diplomacy of the PRC at the current stage, which can include academic exchanges, dissemination of Chinese language, cinema, video games; to establish Western youth as a key goal of Chinese cultural diplomacy. The main conclusions of the study are analisys of the cultural diplomacy of the PRC, establishment of the main directions of PRC's cultural diplomacy, identification of a change in the vector of cultural diplomacy of the PRC against the background of the deterioration of bilateral relations with the USSR, identification of the key tools of cultural diplomacy of the PRC at the current stage.

Keywords: Language, Culture, Power transition, USSR, US, PRC, Cultural diplomacy, Soft power, China, Media

Abstract: This article examines the «Cool Japan» strategy as one of Japan's soft power tools in the process of building the country's national image. The article focuses on the mechanisms by which the «Cool Japan» strategy is implemented as part of public diplomacy to enhance the country's cultural and political influence. The article also explores how the strategy contributes to the establishment of a distinctive national image that influences the perception of Japan in different regions of the world and promotes its integration into the global cultural and economic field. To achieve the research objectives, the article applies an interdisciplinary approach, including elements of international relations theory and sociocultural theory. The main research methods used are: content analysis, case studies, historical and comparative analysis. The novelty of this paper lies in the comprehensive analysis of «Cool Japan» as a soft power strategy aimed at redefining and reshaping Japan's national image. The article offers a distinctive perspective on soft power in the context of Japanese foreign policy and assesses the effectiveness of «Cool Japan» implementation at the regional and global levels. «Cool Japan» served as the catalyst for Japan's successful rebranding, allowing the country to redefine and update its perception in the eyes of the global community. Anime and manga, as central elements of Japanese pop culture, have become global phenomena actively consumed in various countries around the world. These cultural products not only contribute to increasing interest in Japan, but have also become important components in building a positive image of the country by appealing to different demographic groups. Given historical factors and political differences, East Asian countries such as China and the Republic of Korea are actively consuming Japanese cultural products. This fact shows that Japanese soft power is successfully breaking barriers and gaining acceptance in the region.

Keywords: Olympic Games, Manga, Anime, Cultural Politics, Public Diplomacy, Cool Japan, Japan, East Asia, National Image, Rebranding

Abstract: In modern international politics, not only the image of political figures is becoming increasingly important, but also the perception of nation states in the international arena. The emergence and active participation of new actors in world politics has increased the role of soft power as an impact strategy for governments that seek to strengthen their positions.  This article examines the role of soft power and public diplomacy in shaping or creating a country's image. Using cultural elements and public diplomacy, States set themselves the goal of creating an attractive image in the minds of the population of another State. Effective initiatives in the field of public diplomacy not only strengthen the country's soft power and influence, but also contribute to building strong relations and strengthening interstate cooperation. Structural and functional, discourse analysis, institutional, and systemic approaches were used to study soft power and public diplomacy. The scientific novelty of the research lies in the systematization and comparison of approaches to defining the concept of soft power and public diplomacy, as well as the components and forms of implementation of soft power by foreign researchers. Special attention is also paid to cultural peculiarities and the unique perception of the image of states. The author came to the following conclusions: soft power is an alternative to military and economic force. Successful implementation of soft power contributes to the formation of a positive image, which in the long term seems to be more effective and sustainable than traditional methods of influence. Soft power and public diplomacy are becoming not only tools for creating a country's image, but also an important part of its foreign policy, contributing to even greater support from the international community to strengthen its position on the world stage.

Keywords: globalization, global presence, international cooperation, foreign policy, strategic communication, cultural exchange, national Image, Joseph Nye, public Diplomacy, Soft power

Abstract: Assistance to developing countries, or the so-called “Third World” countries, is one of the areas of foreign policy activity in modern developed countries. It is provided to recipient countries in the form of loans, grants and other transfers to solve, first of all, social and economic problems. The Republic of Austria has a small territory and population, but at the same time it also has an efficient economy that encourages a high standard of living and a status of permanent neutrality allow it to play the role of a donor country for this type of assistance. In Austria, such policy is divided into two directions: “global” and “domestic”. Despite the commitment of many countries to "global" Official Development Assistance (ODA), the Republic of Austria ranks recipient countries of financial assistance in terms of its own national interests. In particular, the largest volumes of financial assistance are provided by Austria to the countries of Eastern and South-Eastern Europe. In this regard, the author considers the activities of the Austrian state in this area as the implementation of the most important element of Vienna’s “soft power” policy. This article is devoted to the policy that Austria pursues towards countries in need of economic, financial and humanitarian assistance. The key element of this policy is the “domestic” Austrian Development Cooperation Program (ADP), aimed at establishing economic ties and providing financial assistance to countries in Africa, Asia, Latin America (primarily the Caribbean), as well as to the other poorest countries in Eastern and South-Eastern Europe. Using methods of description and analysis, the article examines the historiography, foundations and essence of this policy in Austria, and also analyzes the new edition of one of the fundamental documents – the Three-Year Program of Austrian Development Policy from 2022 to 2024.

Keywords: ODA, recipient country, donor country, conditionality, EU, OECD, ADA, Austria, carbon neutrality, humanitarian aid