The paper aims to explore the practical application of “soft power” in “hybrid” countries. The analysis is based on the example of soft power-strategies developed and implemented by the Russian Federation in post-Soviet Central Asia throughout the last two decades. The overarching research questions of the paper are the following — what are the most interesting features of Russian soft power in the changing geopolitical conditions of the post-Soviet space? How does it address local youth to secure Russian domination in the region and ensure the sustainability of local political regimes? What is the future of Russian soft power and geopolitical influence in the region?