Kazakhstan reimagined: insights into Kazakhstan's image among Chinese internet users

Central Asian Survey. 2025.

Ekaterina S. Melnikova, Svetlana V. Krivokhizh

The image of a country is shaped by various factors, including official representation and public perception. Although Kazakhstan is officially regarded as a reliable partner of China, public opinion in China may differ. This research analyses Kazakhstan's image beyond the official narrative by examining its portrayal on the Chinese social media platform Zhihu. The paper identifies key themes in discussions about Kazakhstan among Chinese users, addressing a gap in the literature, the focus of which has been primarily on the image of Kazakhstan among the Western public. According to the international image theory, Chinese users view Kazakhstan as a ‘follower’ whose objectives are closely aligned with China's, but whose power and cultural status they perceive as inferior. Commonly discussed topics include its foreign and domestic policies, population and economic development. The image of Kazakhstan on Zhihu largely mirrors Western perceptions, suggesting that historical background and stereotypes rather than actual interactions between the two nations have influenced these perceptions.

Keywords: China, Kazakhstan, state image, 21th century Russia, Zhihu