This study examines the strategic use of soft power as an integral component of Türkiye’s foreign policy in the South Caucasus region. The author explores the strategies and mechanisms by which Türkiye projects it’s cultural, economic, and diplomatic influence in the region. It also examines Türkiye’s purposeful efforts to improve its image, authority and significance in Georgia. Paying special attention to cultural diplomacy, educational exchanges, humanitarian aid and economic partnership, the paper reveals how Türkiye seeks to shape its perceptions, develop cooperation and strengthen its geopolitical position. Methodologically, the study is based on case studies of Turkish soft power in Georgia. In addition, the author analyzes the general framework of Turkish policy in Georgia using the historical-descriptive method. The content analysis of Turkish media and other Turkish cultural agents such as TV shows, films, serials, etc. was used to understand how Ankara uses soft power to promote its cultural and political interests in Georgia. Through empirical analysis, the study examines specific examples of Türkiye’s soft power initiatives, including the promotion of the Turkish language and culture, educational scholarships and humanitarian aid. In addition, the study examines the perception of Türkiye’s soft power initiatives by the local population and assesses their impact on regional dynamics. The findings emphasize the multifaceted nature of Turkish soft power and the consequences of its use for Georgia. Given Georgia’s Christian majority, Türkiye relies on secular instruments of its soft power, while not giving up religious influence on the Muslim communities of Georgia.