ICYF-ERC’s Diplomatic Act as a Mediator in Cultural Diplomacy of Shusha-Azerbaijan to Global Society

Since 2021, ICYF-ERC commenced a project called “Show Me Azerbaijan” annually in which they invited several bloggers, YouTubers, and social media activists from various countries in the world to visit and enjoy the social and cultural beauty of Azerbaijan, especially Shusha for one week therefore that it could then be documented and disseminated to the entire world community delivered in several foreign languages. In this case, this study aims to describe how the ICYF-ERC organisation acts as a mediator in Shusha-Azerbaijan cultural diplomacy in the global community through the "Show Me Azerbaijan" event which has been held annually since 2021. This study utilises a descriptive qualitative research method with secondary data in the form of literature studies and observations on social media. The results of the study show that ICYF-ERC as a cultural diplomacy mediator makes social media activists from various countries with thousands to millions of followers as a bridge to reach the global community and introduce them about social and culture of Shusha-Azerbaijan.