Abstract
<jats:p>The article examines the modern tools of the “soft power” policy of the USA, Russia and China in Latin America and the Caribbean (LAC), considering the economic, political, humanitarian, cultural, diplomatic, historical context of cooperation in the region. The relevance of the study is conditioned by the increasing popularity of the “soft power” ideas in the era of the world order transformation, a phenomenon that is required around the world, including in the LAC countries, where there is a strong competition for influence. The purpose of this work is to identify and analyze the contemporary effective “soft power” tools employed by key actors in Latin Caribbean America in the context of multipolarity. The main sources for analysis encompass modern monographs, scientific articles, materials from analytical centers, speeches delivered by officials. Methodologically, the work is based on comparative, statistical and synthetic analyses. It is revealed that with the activity and aggressiveness of the “soft power” of China, which forms the image of a reliable and gratuitous investor, the United States maintains high authority in the field of politics, economics and culture, albeit with methods of influence that are sometimes destructive. In 2025, Washington began actively using “hard power,” which has not yet made it easier to oust China and Russia from the region. As demonstrated by the statistical assessment of public opinion, there has been a decline in the reputation of the Russian Federation in South America since the start of the Special Military Operation. However, at the same time, Latin America is helping to restore Russia’s status as a world power. The Russian Federation is creating an image as a builder of a just, equality-based and value-based multipolar order. Not being associated with neo-colonialism, the country successfully operates with cultural, diplomatic and humanitarian “soft power” and it has potential in other areas. That is why the United States is trying to restrict the work of Russian media in LAC. Common promising and effective modern tools of “soft power” in Latin America in the era of multipolarization include economic tools, mass media, space diplomacy tools, high technologies, public and digital diplomacy.</jats:p>