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The year 2018 marks the 25th anniversary of the start of diplomatic relations between the European Union (EU) and Central Asian countries. Throughout this period, the EU has been steadily increasing its presence in the region. Despite this, the EU has not as yet become a powerful actor in Central Asia. Compared to other actors, most notably Russia, China and the US, the EU’s political and economic influence remains limited. However, the EU’s relative advantage vis-à-vis other actors is its perceived benevolence and positive image. The EU can capitalize on its attractiveness and soft power – an advantage rapidly declining of late. In order to counter the distortion of its image, the EU needs to consider taking appropriate measures when revising its strategy. One option is to develop internet-based communication tools tailored to Central Asia, which will not require any significant EU resources
