Expo2020 Dubai on the journey to achieve the United Arab Emirates’ Soft Superpower

Abstract

This paper presents an analysis of the role and significance of Expo2020 Dubai for UAE soft power in connection with the current and future global strategic challenges. The New World Order that emerged after the fall of the Soviet Union, when President Bush Sr proclaimed a “new world order” at the time of the Gulf War in 1991. Now, we have a stage of global political and economic chaos with no grand winners and a greater number of losers. Fast forward 30 years later, in 2021, we need connecting minds, creating a future that frees the world of wars and political strife, and its promises to eradicate poverty, disease and hunger. The plethora of initiatives may have a positive impact on Asia, but there is also the risk that fierce competition may result in unprofitable projects, while the economic slowdown could cause a decline in funding. Expo2020 Dubai is a great soft power tool, as well as a contribution to the newly emerging international system. Therefore, the researcher put the main question: what is Expo2020 Dubai’ role and significance for UAE soft power strategy and dynamics of international relations. The accepted hypothesis is that Expo2020 Dubai has a great opportunity to be added value for building a new global order.In order to conduct scientific research, the author used many theoretical methods and tools, including the use of neorealist theory, analysis of constellations of interests, or neo-institutional theory. In addition, due to the researcher’s participation in many of the processes studied, the work is also based on personal experience. In this sense, the research study has scientific as well as practical importance. Keywords: Soft Power, Expo 2020 Dubai, International Branding, United Arab Emirates, International Relations.