Heritage diplomacy and soft power competition between Iran and Turkey: competing claims over Rumi and Nowruz

In this paper, we examine the use of intangible cultural heritage as a vehicle for soft power in the service of geostrategic competitions between Iran and Turkey, two regional powers in West Asia. We focus on two significant trans-regional instances of intangible cultural heritage relevant to both countries: the mystic poet Rumi and the New Year's celebration of Nowruz. We draw on theories in political science and cultrual heritage as well as a host of sources in Persian, Turkish, and Azerbaijani, to demonstrate how heritage is mobilised concurrently as a nation-building device and a tool for soft power in international relations. We conclude by suggesting that, despite strong grounds for its claims, Iran's response in this competition has been reactive rather than proactive. Overall, the paper contributes to the scholarship on soft power and heritage diplomacy by presenting the first comparative analysis of cases of shared intangible heritage in West Asia.