With the development of globalization processes, the system of international relations has undergone tremendous changes. The new actors of world politics began to exert great influence on the world political processes. Not only states, but also international organizations, associations and individuals were able to influence the decision making process. New dimensions of the state power such as the cultural factor, informatization of the society, the media and the Internet in particular, have appeared. Many questions arose regarding the interaction of power structures facing new realities of world politics. Many questions were answered with the appearance in the early 21st century of “soft power” concept revealed by Joseph Nye. One of the most important elements of “soft power” is a culture that incorporates both traditions, national features, language, religion, and even the spirituality of a particular country. In other words, this distinguishes one from another, and makes a certain state more attractive in