Cultural Diplomacy and the Asian Century

Bushra Naheed

Public diplomacy plays a vital role in shaping international relations. It refers to the outreach and engagement efforts to build strong relationships between a state and the citizens of other countries. It also serves as a powerful tool for nation branding and advancing national interests by fostering direct communication between governments and foreign publics.

ASEAN nations are increasingly using cultural diplomacy to craft a positive and influential international image.

The link between culture and diplomacy is both deep-rooted and historical. While cultural diplomacy initially aimed to promote mutual understanding among nations, it has now evolved into a strategic instrument used by states to project a positive national image and achieve foreign policy objectives. This approach gained significant traction during the Cold War and has once again become increasingly relevant in today’s interconnected world.

Turning to ASEAN, the dynamics of cultural diplomacy take on a unique character. Member states of ASEAN have adopted this approach in distinct ways to foster a more positive perception among the populations of neighboring countries. A key focus has been on strengthening people-to-people connections through collaborative cultural and social initiatives. When we examine individual cases, it becomes clear how different countries have leveraged their cultural assets to engage foreign publics and shape their global image.

For instance, South Korea recognized the global appeal of its entertainment industry and strategically invested in it to shift international perceptions. This cultural export, popularly known as the Korean Wave or Hallyu, has significantly enhanced South Korea’s soft power, transforming its image on the world stage. In contrast, North Korea, under an authoritarian regime, has largely failed to engage in meaningful public diplomacy. As a result, it continues to be perceived internationally as an isolated and repressive state.

Before diving into the discussion on public diplomacy and ASEAN states, it is essential to recognize that culture forms the core of any nation. It can serve as a unifying force or, conversely, become a source of conflict. Broadly defined, culture encompasses the behaviors, norms, institutions, arts, and overall way of life of a group of people or a nation.

South Korea and Japan exemplify how strategic cultural exports can transform national soft power.

It is also crucial to distinguish between public diplomacy and propaganda, two concepts often confused, particularly when discussing cultural diplomacy. While cultural diplomacy falls under the broader umbrella of public diplomacy, it must be understood that public diplomacy is not synonymous with propaganda. Public diplomacy is fundamentally about engaging foreign audiences to foster mutual understanding and shape a more favorable image of the country.

One key difference lies in their approaches: public diplomacy emphasizes the art of listening, aiming to understand how others perceive a country or actor on the international stage. This understanding is then used to build meaningful engagement. Propaganda, on the other hand, is rooted in the art of speaking, often focused on broadcasting a particular narrative without regard for dialogue or cultural sensitivity.

Public diplomacy seeks to inform and persuade through reasoned communication, taking into account the values and belief systems of the target audience. Its strength lies in its ability not only to convey messages but also to listen, adapt, and build relationships based on cultural awareness and mutual respect.

Examining public diplomacy within ASEAN, it becomes evident that several member states have successfully recognized the importance of shaping their international image. Inspired in part by the Hollywood model, these countries have utilized music, cinema, and digital media to attract global attention and engage foreign audiences. South Korea serves as a prime example. Until the 1980s, the country was under strict government censorship, with heavy control over media and creative expression.

Southeast Asian states navigate U.S.-China rivalry by hedging, balancing cultural outreach and geopolitical interests.

However, the democratization movement that began in the 1980s brought significant change. The government shifted focus and began investing in the entertainment industry. Today, the global influence of South Korean pop culture, through K-pop, dramas, and films, is a testament to the power of cultural diplomacy in reshaping the national image.

Similarly, Japan has leveraged its cultural products to redefine its international perception. While pre-World War II Japanese cinema often featured war themes, post-war Japan pivoted towards animated content, most notably anime, which gained worldwide popularity. Collaborations with the American entertainment industry further amplified Japan’s cultural reach. Thailand is also emerging as a cultural force. Its dramas and music are increasingly gaining international popularity.

A major driver behind this surge is Thailand’s open embrace of LGBTQ+ narratives in mainstream media. By legalizing LGBTQ+ rights and representing diverse identities in its content, Thailand has garnered praise from global audiences. However, such content has also drawn criticism in various regions, particularly in parts of South Asia, highlighting the cultural and ideological divides within the global media landscape.

Now, addressing the central question: Can Southeast Asia use cultural diplomacy to reinvent its global identity? The answer is a resounding yes. We are living in what many call the “Asian Century”, a time marked by the rise of not just Southeast Asia, but also South Asia, East Asia, Central Asia, and the Middle East. Each region is making notable progress across different fields, and Southeast Asian nations, in particular, have been relatively successful in reshaping their image through the strategic use of public diplomacy.

The Asian Century offers ASEAN a pivotal chance to assert its distinct cultural and diplomatic presence globally.

However, not all countries in the broader Asian context have progressed at the same pace. For example, China, despite its global economic influence, faces significant limitations due to its political system. The Communist Party’s tight control over communication and its reluctance to allow organic, people-to-people engagement with foreign publics have hindered China’s efforts in cultural diplomacy.

While China considers its political system a core part of its cultural identity, this very aspect makes cultural outreach more difficult. Even though it has launched soft power initiatives such as the Confucius Institutes, these efforts often lack the authenticity and openness seen in South Korea or Japan’s cultural diplomacy. Meanwhile, countries like the Philippines, Vietnam, Malaysia, and Indonesia are progressing, but they still lag behind the regional frontrunners in fully leveraging cultural diplomacy.

Another significant challenge facing Southeast Asian states is navigating the ongoing rivalry between the United States and China. Both powers aim to exert influence in the region, often placing ASEAN countries in a strategic dilemma. To address this, ASEAN states have adopted a hedging strategy, maintaining balanced relations with both superpowers to maximize benefits while minimizing risks. While this approach ensures flexibility and autonomy, it can also hinder deeper regional integration and the formation of a strong, unified Southeast Asian alliance.

Despite these challenges, I firmly believe Southeast Asian nations are poised to play a transformative role on the global stage. Their pride in their cultural identity and their efforts to showcase local talent internationally are laying the groundwork for a powerful global presence. The coming years could be game-changing for the region, as Southeast Asia continues to harness the potential of cultural diplomacy to redefine its global identity.

The author is currently pursuing a degree in International Relations at Fatima Jinnah Women's University. She is also an alumna of East Carolina University (USA) and the Modern University of Business and Sciences (Lebanon), where she completed the Global Understanding Course, focusing on cross-cultural communication. She gained valuable professional experience during her internship at Inter Services Public Relations (ISPR), enhancing her communication and analytical skills. Bushra is passionate about youth empowerment, cultural exchange, and building global connections through education and dialogue.