| Summary: | Contemporary Islamic art is emerging as a potent instrument in West Asia, facilitating nation branding and cultural diplomacy. Rooted in Islam's millennia-old heritage, it empowers and enhances diplomatic interactions. This research investigates the policies, capabilities, operational methods, issues, and challenges that key actors in West Asia articulate through cultural diplomacy via contemporary Islamic art. It also examines how this art influences nation branding and soft power within modern geopolitics. This study employs a mixed-methods approach, utilizing three conceptual frameworks based on Joseph Nye's soft power theory, as developed by Alexander Vuving. The nation branding concept is adapted from Keith Dinnie’s work and Simon Anholt's Nation Brand Index (NBI), used as a ranking tool in the Global Soft Power Index reports to measure a country's soft power and branding annually. Findings indicate that Turkey, Iran, the United Arab Emirates, and Saudi Arabia are pivotal in promoting contemporary Islamic art in the region. These nations leverage this art to enhance soft power and nation branding through various perspectives and methods. By developing contemporary Islamic art, they challenge stereotypes and foster a deeper understanding of the diverse Islamic culture. However, critical approaches within contemporary art also question Islamic soft power and hard power dynamics. As global interconnectivity increases, contemporary Islamic art's role in nation branding is expanding, shaping perceptions of Islam and enhancing cultural exchange and diplomacy.
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