Introduction: Since the Justice and Development Party came to power, a new cornerstone in Turkish foreign policy has been gradually implemented largely influenced by the thoughts of Ahmet Davutoğlu. Davutoğlu, in his book "Strategic Depth," believes that Turkiye, considers itself an inseparable part of the South Caucasus region historically, culturally, and geographically. Samuel Huntington also points out that Turkiye after the Ottoman Empire, turned away from Mecca and turned westward; however, it did not hear a call from the West and after the collapse of the Soviet Union, one way to ensure its survival was to look to the East (Central Asia and the Caucasus). Accordingly, the South Caucasus, especially Republic of Azerbaijan, received special attention from Turkiye after the collapse of the Soviet Union. The principle of cooperation and expansion of influence in the South Caucasus countries has been the basis of Turkiye's policy towards the the South Caucasus crises, which is pursued both regionally and trans-regionally. In its extraterritorial focus, Turkiye cooperated with the West, especially NATO and the United States. At the regional level, Ankara prioritized its policy in the Caucasus by establishing extensive cooperation with Baku. The concept of power has historically been synonymous with military capacity. However, after World War II, the economy also became important; therefore, power was considered as a component of both military and economic capacity. However, after the Cold War, another aspect of power emerged, introduced by Joseph Nye. This type of power, which does not involve coercive methods, is called soft power. After going through a challenging path of criticism and justification, the concept of soft power, has established its place in the international academic space and has now become one of the main concepts in international relations. Since the rise of the Justice and Development Party, Turkiye has paid more attention to soft power, influenced by the vision of Ahmet Davutoğlu's perspective, with the aim of expanding its sphere of influence. This study first explains Joseph Nye's soft power theory and secondly, it shed lights on the historical relations between Turkiye and Azerbaijan Republic, as well as the role of soft power in strengthening their relations.
 Research question: What role has soft power played in the development and deepening of the strategic alliance between Turkiye and Azerbaijan?
Research hypothesis: Soft power has played a driving and facilitating role in the strategic alliance between Turkiye and Azerbaijan Republic.
Methodology: In this research, the historical-analytical 'process tracing method' was used." This method allows for the investigation of causal mechanisms and changes and allows for the evaluation of the sequence of events and the relationships between variables over time. This method allows for the examination of causal mechanisms and changes, enabling the assessment of the sequence of events and the relationships between variables over time. This method allows for the examination of causal mechanisms and changes, enabling the assessment of the sequence of events and the relationships between variables over time. In this regard, this research describes the strategic alliance between Turkiye and Azerbaijan as a historical process rather than a situation. This means that the process of forming a coalition has a starting point and has reached its peak during a historical journey. By using this method, the authors aim to explain the role of soft power in the development of this alliance.
Results and discussion: The failure of Turkiye's plans to join the European Union has made the idea of Pan-Turkism and the formation of a "great empire" increasingly more attractive to Ankara than ever before. Alongside the neo-Ottoman idea, which focuses on the Arab countries of the Mediterranean and the Balkans, the unity of all Turkic peoples based on ethnic and linguistic ties, from the Bosporus Strait to China, is also on Turkiye's agenda. The ideas of Pan-Turkism are increasingly becoming a reality in many areas. The concept of unity and a common destiny of Turkic peoples is taking shape more than ever before. Turkiye, relying on its ethnic identity and Turkish element, sought to establish complete solidarity with Azerbaijan. Therefore, the slogan "One Nation - Two States" was the driving force behind Turkish-Azerbaijani relations during the Second Nagorno-Karabakh War. The Shushi statement clearly states the overall policy of coordination in military, political, and foreign policy spheres. In fact, this document proves that Turkiye has gained complete influence in Azerbaijan. In previous contracts, there was no mention of the Turkic world; however, this statement clearly indicates the coordination of forces between the two countries for the development of the Turkic world. In previous agreements, there was no mention of the Turkic world; however, this statement clearly outlines the coordination of forces between the two countries for the development of the Turkic world.
In general, among Turkiye's multiple soft power mechanisms, the Turkish Cooperation and Coordination Agency can be mentioned. In general, the multiple mechanisms of Turkiye's soft power include the Turkish Cooperation and Coordination Agency, the Public Diplomacy Coordination Organization, the Yunus Emre Foundation, the Turkish Radio and Television Corporation, the Anadolu Agency, the Organization of Turks Abroad and Related Communities, Turkish Airlines, the International Turkish Culture Organization, the Maarif Foundation, the Turkish Red Crescent, the Disaster and Emergency Management Authority of Turkiye, the Directorate of Religious Affairs, the Turkish Armed Forces, the Turkic Council, the International Turkic Academy, the Turkish Business Council, the Turkish Chamber of Commerce and Industry, the Union of Turkish Universities, and so on. Turkiye's goal with such measures is to strengthen cooperation between Turkiye and the Turkic republics in the political, economic, cultural and educational fields. On October 20, 2022, during the meeting of representatives of the Turkic Council member states in Bursa, a decision was made to establish a "Commission for the Creation of a Unified Alphabet" within the structure of the Turkic Council. The goal of this commission is to achieve linguistic unity among Turkic countries and to adopt a common alphabet.
Conclusion: The overall result of the research indicates that Turkiye's attractiveness to Azerbaijan has played a significant role in the formation of an alliance between the two countries; the cultural cooperation between the two countries has spilled over into geopolitical and geoeconomic spheres, deepening their alliance, which was manifested in the Shushi Declaration. This statement clearly expresses overall policy coordination in the military, political, and foreign policy spheres and emphasizes the alignment of forces between the two countries for the development of the Turkic world. Thus, the Shushi Dclaration reveals the manifestations of Pan-Turkism in the Turkish Azerbaijani relations.