In the article, on example of Chinese-Kyrgyz bilateral interactions characterized the present state of cultural-humanitarian cooperation among China and the Central Asia countries. Analyzing the experience of Chinese-Kyrgyz relations, the author selects specific of Chinese approach to region denotes the difficulties existing for China in maintaining its positive image and in successfully promoting its “soft power”. Special attention on the Kyrgyz example is given to the factor of anti-Chinese sentiments (sinophobia),it makes an attempt analyze the reasons for its rise in the region and to identify ways to its overcome.