Strategies for Promoting a National Brand through Choreographic Art: Foreign Experience and Ukrainian Realities

Abstract

The purpose of the article is to study strategies for promoting a national brand through choreographic art based on an analysis of the experience of forming the cultural image of the state and outlining the specifics of Ukrainian realities in the context of using dance practices as an effective tool of cultural diplomacy and intercultural communication. The research methodology is based on the application of a systemic approach, as well as a set of methods such as culturological and art history. An analytical method was used to identify key mechanisms for integrating dance art into the strategy of cultural diplomacy and a qualitative analysis of modern Ukrainian choreographic projects. Scientific novelty. The work systematically considers choreographic art as a strategic resource for forming a national brand of Ukraine for the first time, outlines its potential for international communication, and identifies the possibilities of using foreign experience in domestic conditions. The conceptualisation of choreography as a cultural code capable of integrating tradition and modern artistic practices into a single holistic representation of the state on the international stage is proposed. Conclusions. Choreographic art is an effective tool for promoting a national brand due to its universal language, high emotionality, and ability to combine ethnic and modern cultural codes. Foreign experience demonstrates the effectiveness of combining traditional dance with modern stage forms, involving innovative technologies, and state support. The Ukrainian context requires strengthening institutional coordination, investment in choreographic projects, and the creation of an integrated strategy that will combine authenticity and modernity to increase the country’s recognition in the world.