The Shusha-Kharibulbul International Music Festival within the framework of Azerbaijan's international image policyAL WITHIN THE FRAMEWORK OF AZERBAIJAN’S INTERNATIONAL IMAGE POLICY

Abstract

This study examines the Shusha-Kharibulbul International Music Festival as a strategic instrument of cultural diplomacy and soft power in Azerbaijan's international image management. In contemporary international relations, cultural diplomacy is a critical mechanism for states to construct national identity, showcase cultural heritage, and project soft power globally. However, limited scholarly attention has been devoted to understanding how cultural events function simultaneously as instruments of domestic nation-building and international reputation management, particularly in the South Caucasus. This research addresses this gap by analyzing how Azerbaijan strategically deployed the Kharibulbul Festival—held in the historically and symbolically significant city of Shusha—to achieve multiple diplomatic objectives. Using comparative and comparative-historical methods alongside a qualitative literature review, we examine the festival's evolution from its 1989 inception through its revitalization in 2021. The analysis draws on soft power theory (Nye), cultural diplomacy frameworks, and identity construction perspectives to assess how cultural events translate into tangible diplomatic capital. It was found that the festival's development represents a multilayered soft power strategy encompassing three dimensions: (1) symbolic affirmation of cultural sovereignty and historical narrative through artistic expression; (2) strategic nation branding through Shusha's successive designations as Azerbaijan's Cultural Capital (2022), Cultural Capital of the Turkic World (2023), and Cultural Capital of the Islamic World (2024); and (3) cultivation of international legitimacy through multicultural participation from ICESCO member states, Turkic nations, and global artists. Thus, the festival goes beyond artistic performance, functioning as a manifestation of national memory, cultural identity, and diplomatic messaging.