This article analyzes the soft power of the People’s Republic of China (PRC) in Mongolia from 2009 to 2016. To determine the scope of Chinese policy in this area, the author analyzes the indicators of two other influential actors in the region: the Russian Federation and the United States. The author uses a comparative approach to evaluate the effectiveness of China’s soft power and a quantitative method to calculate a soft power index based on the system proposed by the author drawing on the experience of a British think-tank, the Institute for Government.

Four components of the soft power toolkit are analyzed: foreign policy principles, a successful economic model, a successful social model and cultural and civilizational values. This analysis reveals which of the components is most actively used by the state-subject and which has the greatest degree of influence on the formation of a positive image of China in Mongolia. Based on this analysis, the author identifies flaws in the projects of the PRC, Russia and the U.S. in Mongolia which clearly demonstrate the ineffectiveness of policy in this area. The dominance of China is demonstrated in several ways, from its economic influence to its penetration of the national language and culture. China is gradually increasing its emphasis on cultural and civilizational values within the framework of its soft power policy due to the lessening significance of a successful economic model as a component of soft power. This is due not only to a slowdown in the growth of the Chinese economy but also to the economic crisis inside Mongolia.

Nevertheless, the author concludes that, despite quite good indicators, the PRC also experiences certain difficulties with the implementation of its soft power policy. Sinophobia is prevalent in Mongolia, and as a result, the most important part of soft power — the formation of a positive image — is absent.