Kazakhstan Going Into Soft Power Overdrive

The Winter Universiade, or World Student Games, which opened on January 29 in Almaty, saw 109 billion tenge ($330 million) worth of investment in related infrastructure, including the 12,000 capacity Almaty Arena. As part of its major PR push to portray Kazakhstan as a global player, Almaty hopes to use media coverage of the games to bolster the nation’s international credentials. (Photo: Paul Bartlett)

Kazakhstan made the front pages of international newspapers last month when it hosted the first round of Syria peace talks. The diplomatic initiative is kicking off a year that will see a major PR push to portray Kazakhstan as a global player.
 

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Paul Bartlett is an Almaty-based freelance writer.

Kazakhstan Going Into Soft Power Overdrive

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