The policy of "soft power" has lost some of its significance in Russia's foreign policy, but continues to dominate the minds of researchers. This is evidenced by numerous articles on this topic and
even research by journalistic groups. The concept has become a trend not only in the study of international relations, but also in political science. The decisive criterion for determining the degree of influence of "soft power" is "attractiveness", that is, the degree to which the subject can leave the object in order to exert a certain influence on it. Russia has a set of “soft power” instruments that can, to some extent, affect facilities, including in the countries of the Central Asian region, including Kazakhstan. The study is based on a comparative approach that allows not only to identify the features of the "soft power" of the Russian Federation, but also to compare their effectiveness. The activities of the two countries are analyzed through the prism of soft power instruments used in the region, including investment, educational, scientific and cultural programs.