20/06/2024
In CSI articles
Reinventing influence strategies?
Written by : Louis ATYS
What are the soft power policies of the Asian powers? The Covid-19 epidemic and the return of war to Ukraine (but also to the Middle East) have shaken up the international agenda. Against this backdrop, let’s take a closer look at Asia, a continent where soft power is now conjugated in the plural, so diverse are the strategies of influence and so varied are the objectives served. Whether through social networks, the diaspora, the cinema or humanitarian diplomacy, each country wants to show itself in its best light to assert its ambitions and take its place among the world’s most influential states. From China to Japan, via South Korea, Taiwan and India, a panorama of Asian soft power.
Introduction :
In an international space that has been fragmented and multipolarised since the end of the Cold War, soft power has become an essential element in asserting power and identity in a world that is increasingly interconnected and dependent on social media. The states of the Asian continent have understood this and are using a variety of strategies to put Asia back at the centre of the global chessboard, in the face of the growing influence of the Gulf States and the promising development of Africa, but above all as an extension of a movement towards autonomy vis-à-vis the traditional Western powers. Although geographically close, the main Asian powers are opting for differentiated soft power policies that serve their particular interests, whether to assert themselves as a superpower (China, India), maintain or regain their local importance (South Korea), or as a means of resistance in the face of regional balances deemed unfavourable (Japan, Taiwan) [1].
Soft power, a concept developed by the American geopolitical scientist and professor Joseph Nye in 1990 [2], refers to a country’s ability to influence others by cultural, ideological and diplomatic means, rather than by military or economic force (” hard power “). Soft power thus represents the non-coercive criteria of power, generally of a State, in particular cultural influence [3] and focuses on the intangible attributes of powers. Beyond the mere rivalry between states, there is an asymmetrical relationship between the influenced and the influential, who benefit from their prestige and favourable prejudices to export their cultural model. A singular re-appropriation of Joseph Nye’s model is essential, but it is also indissociable from the traditional strengths of “ hard power ” in order to meticulously articulate these two concepts in the form of ” smart power “.
“The BRICS are dead, long live the TICKS [4]” was the headline in the Financial Times [5] in 2016, a blatant example of Asia’s new-found importance. In recent decades, a number of Asian powers have adopted a variety of strategies to project their influence on the international stage. In this article, we explore the distinct approaches of China, India, Japan, South Korea and Taiwan, examining the methods they use to achieve their own objectives. A constant search for influence to support a growing desire for power.
China: cultural influence serving the government’s ambitions
Since the beginning of the 20th century, China has invested massively in soft power initiatives to improve its image abroad and promote its culture. Today, the Chinese giant has established itself as a major competitor to American hegemony, both economically (2nd largest GDP in the world, around 18,000 billion dollars) [6] and diplomatically, where China has no hesitation in opposing Western powers head-on, while at the same time finding allies in the United States.
circumstances, such as the joint Sino-Russian veto of the Gaza ceasefire at the UN Security Council on 22 March. However, despite this more than legitimate opposition to its American rival, China still suffers from a very poor international image and is struggling to export its rich culture. The persistent image of poor-quality Chinese products, the anti-democratic stance, the Chinese government’s poor treatment of Muslim minorities and the recurrent expansionist conflicts in the South China Sea with its South Asian neighbours all tarnish the country’s image and offend international public opinion. Xi Jinping is therefore accompanying the pharaonic New Silk Roads project, launched in 2013, with a veritable “marketing campaign” on a global scale [7] to restore the image of the Middle Kingdom. Three major pillars are at the heart of this strategy.
– Confucius Institutes: China has stepped up the creation of Confucius Institutes around the world to teach the Chinese language and promote culture, to the point where there are now more Confucius Institutes than French Institutes in Africa [8]. Cultural events, language courses and exchange programmes are at the heart of China’s strategy to familiarise foreign students with their new interlocutors. Eminently political, these institutes are sometimes criticised for their role in disseminating official Chinese propaganda and for their influence on university campuses.
– Promoting Chinese industry and know-how: The New Silk Roads project (Belt and Road Initiative) is not just an economic infrastructure programme, but also an attempt to strengthen cultural and diplomatic ties with partner countries, from Central Asia to the Balkans. By funding cultural, educational and even humanitarian projects, China is seeking to win the support of local populations by improving their living conditions. More than a charity, this also enables the country to promote its norms and standards in trade, finance and technology, as well as showcasing its own businesses to compete with Western firms in Africa and Eastern Europe.
– Invading the cinema and the media: The Chinese film industry and state-owned media such as CGTN (China Global Television Network) also play a crucial role in promoting and legitimising Chinese actions internationally. By financing large-scale cinematographic productions and distributing Chinese films abroad, China seeks to present a positive image of its country but also wants to offer an alternative to American Hollywood cinema. The state media are flooding all platforms with content in several languages to promote Chinese points of view on controversial subjects such as human rights and territorial sovereignty. These efforts are supported by BATX [9], the figureheads of the Chinese “telecoms empire”, which is particularly present in Africa, and which is destabilising the omnipotent American GAFAMs.
India: between cultural diplomacy and spiritual influence
The continent’s second largest country, India is experiencing a demographic explosion and dazzling economic development. By 2023, the country will have the world’s largest population of over 1.4 billion, and can boast the world’s 5th largest GDP [10]. Under the impetus of its Prime Minister, the Hindu supremacist Narendra Modi, India is using its rich cultural and spiritual history to exert its soft power. It is thus developing a singular and adaptive influence, in perfect continuity with its diplomatic strategy based on multi-alignment.
India, for example, is a strong promoter of Yoga and Ayurveda [11] on a global scale. International Yoga Day, celebrated every year on 21 June, is an initiative supported by the Indian government that has found a worldwide following. This annual celebration includes mass events, workshops and yoga sessions in many countries, reinforcing India’s image as the cradle of spiritual and physical well-being.
Bollywood is another major vector of Indian influence. Although often disparaged, the Indian film industry remains a powerful soft power tool that reaches a wide audience. Indian films are popular not only in South Asia, but also in Africa and the Middle East. The government has seized on this precious tool and Bollywood is now essential in spreading Indian culture, values and traditions throughout the world.
This strategy is supported by the vast Indian diaspora, which also plays a key role in projecting the country’s soft power . It is now estimated that over 20 million people of Indian origin live outside the country, making India the world’s largest recipient of international remittances. In the United States, the United Kingdom, Canada and the Gulf States, the diaspora acts as a cultural and economic bridge between India and its host countries. Narendra Modi does not hesitate to mobilise this living force to sharpen his strategy, in particular by subsidising cultural or artistic festivals that sometimes promote his own political ideas [12].
Japan: Pop Culture and Humanitarian Diplomacy
Japan is a special case when it comes to soft power. A pioneer in this field, Japanese influence underwent an unprecedented expansion at the end of the 1990s, driven by the explosion in manga sales and “J-Pop”. This cultural movement had a profound impact on young people at the time, and helped to improve the image of a country that was already highly regarded internationally. In recent years, however, Japan’s influence on its own continent has waned, as it faces competition from the meteoric rise of the South Korean cultural industry and the shadow of its imposing neighbour, China.
Japan’s soft power is undergoing a revolution and is a major factor in the country’s ability to reassert its influence in an increasingly hostile regional context, with tensions in the Indo-Pacific and threats from North Korea. For several years now, the land of the rising sun has been banking on its popular culture and a flattering reputation for its high-tech industry, as well as its humanitarian diplomacy, to increase its influence.
With the democratisation of digital tools and online platforms, cultural products such as anime, manga and other Japanese video games are once again enjoying worldwide popularity, boosting Japan’s appeal. This craze is fuelled by conventions, exhibitions and festivals dedicated to otaku culture that are held regularly around the world, attracting millions of fans. This popularity helps to promote a modern and creative image of Japan, while generating significant revenue for the Japanese cultural industry. This long-standing strategy revolves around Prime Minister Shinzo Abe’s “Cool Japan” slogan in 2013, aimed at promoting a younger image of the country at a time when Japanese society remains very ageing [13].
From an economic point of view, Japanese industry still enjoys an excellent reputation, enabling it to attract foreign investment and export its cutting-edge technologies on a massive scale. Today, however, faced with competition from the upmarket Chinese industry, communication around Japanese products is essential to maintain Japan’s innovation and technological lead.
Japan also wants to be recognised for its active role in humanitarian aid and peacekeeping missions. The Japanese government funds development projects, provides emergency aid during natural disasters and participates in international peacekeeping missions. The aim of this humanitarian involvement is to project an image of a “peaceful, generous and responsible” nation. The latest action to date is the release of almost 40 million dollars in 2023 to the International Organisation for Migration (IOM) [14]. Japan also uses its advanced technology to help developing countries overcome natural disasters and environmental crises, as it does with official development assistance, the main pillar of Japanese soft power in Africa. However, the country’s influence on the continent needs to be put into perspective, as Japanese investment is often overshadowed by China’s massive spending in Africa.
South Korea: Hallyu takes the world by storm
The “Hallyu” (or “Korean wave” in French) has taken hold of the world and is now helping South Korea to enjoy an unprecedented wave of popularity. With its focus on K-pop, K-dramas, cinema, manhwa, video games and cuisine, the K-wave has turned South Korea into a global brand.
In addition to the diplomatic benefits that the country derives from this international influence, Hallyu is above all synonymous with economic growth. The cultural industry has boosted the country’s exports, with a trade surplus of $47.78 billion in 2022 [15]. By 2021, South Korea had exported over seven billion dollars worth of cultural products.
K-Pop groups such as BTS and Korean dramas (TV series) have gained immense popularity worldwide, serving as a showcase for South Korean culture. A perfect illustration of this surge is the series Squid Game, which has broken the viewing record on the Netflix platform. This ‘Hallyu’ is helping to reinforce South Korea’s image as a centre of creativity and innovation, but it is also establishing a positive relationship with the country for young people around the world. The Korean stars of the BTS group have been called on by the UN to promote barrier measures during the Covid-19 pandemic, and by President Joe Biden himself to raise awareness of anti-Asian racism in the United States.
Another key point is that South Korea’s technological flagships, such as Samsung and LG, as well as its online gaming platforms, are themselves helping to project the country’s modern, innovative image. The most distinctive feature of South Korea’s soft power strategy is the willingness of the public authorities to take a back seat to the private sector, whose successes make them the country’s standard-bearers. South Korea is a pioneer in the use of virtual and augmented reality technologies to promote its own cultural content. This skilful combination of mass-market content creation and technological innovation, backed up by a perfect mastery of new communications techniques, makes South Korea’s soft power one of the most effective in the world, and has enabled it to climb more than 17 places in the Global Soft Power Index between 2020 and 2024, putting it just outside the world’s top 10 [16].
Taiwan: Formosa Island must find its way
Plagued by serious tensions with its imposing Chinese neighbour, Taiwan is looking for new tools to defend its cause and assert its identity. The government has therefore chosen to promote soft power, and the country’s cultural industry is booming, even if much remains to be done. Taiwan is adopting a unique approach by highlighting its democratic and creative dynamism, and in effect opposing China’s authoritarian hegemony in the region.
With this in mind, Taiwan is actively promoting its creative industries, including film, music and the visual arts, to help it stand out on the international stage. The Taiwanese government supports local artists and funds international festivals to showcase Taiwanese culture to the world. Taiwanese films, for example, have gained international recognition thanks to numerous collaborations with foreign filmmakers, while at the same time defending the country’s independence and democratic system.
This is the other major pillar of Taiwanese soft power: the promotion of human rights and the preservation of democracy. However, this strategic positioning has not always been popular in Taiwan: “During the time of former president Ma Ying-jeou (2008-2016), Taiwan’s soft power came down to promoting the island as a conservatory of traditional Chinese culture. However, this was a losing calculation. Hardly credible, this vision was disconnected from Taiwanese reality and linked the island’s image to that of China” [17]. Taiwan’s soft power was thus reoriented towards asserting itself as a leading country in terms of democratic freedom and individual rights, in complete contrast to the “One China” programme promoted by its neighbour.
Taiwan has thus unified two of its strong points within its soft power, making it clearly identifiable internationally: digital technologies and democracy. Using cutting-edge technologies and digital initiatives, Taiwan is now a leader in digital democracy and online freedoms. The country has developed digital platforms to encourage citizen participation and improve government transparency. The island hosts numerous international forums on digital democracy, attracting experts and activists from around the world to discuss best practice in digital governance. This strategy seems to be paying off and has forced the West to take a closer look at the island [18]. On the strength of this skilful communication around democratic values, its unique identity and its flourishing cultural and digital industry, the Taiwanese government has been able to boost the country’s international image and may hold the key to its resistance to China.
Conclusion and outlook
Asian powers use a variety of soft power strategies to strengthen their global influence. Each state fine-tunes its strategy to respond to specific problems and objectives while serving its own particular interests.
In China’s case, it is a question of fully asserting itself as a superpower in order to compete with the United States on one of its major strengths: its international image. If Xi Jinping’s strategy bears fruit, in the wake of the titanic New Silk Roads project, by improving its image and that of its companies, while at the same time imposing its model and its cultural industry, then perhaps China will be able to challenge the American hegemony that has lasted since the end of the Cold War, and go beyond the simple status of “outsider”.
India faces a different challenge. Under the impetus of exacerbated Hindu nationalism, the country must first assert itself as a truly developed power and not just a major regional player. Through its diaspora, present on every continent, the country has many vectors for developing its soft power, a vital tool for its future development.
The destinies of Japan and South Korea are intertwined. Both enjoy a much-loved cultural industry and a world-renowned high-tech industry, led by national flagships such as Samsung and Sony. However, their ambitions diverge. For South Korea, the aim is to ride the “Hallyu” wave to become a regional power to be reckoned with and maintain that status. Japan, for its part, needs to bounce back and regain the economic advantage that was once its strength, while maintaining its influence in an increasingly hostile regional context.
Finally, as far as Taiwan is concerned, developing an attractive and effective soft power is almost a matter of life and death, given the pressing threats from China. The Taiwanese government now wants to promote a clear and legible image of the country on the international stage, relying on the cultural and digital industries but above all on democratic values to attract Western interest and, by extension, support.
It will therefore be vital to observe the evolution of Asian soft power in the future, as it seems destined to influence the international agenda. The Asian powers intend to use this precious tool to reorganise the international chessboard in a multi-polarised world that could see its centre of gravity tilt towards the East.
References :
[1] IRIS, “Asian Soft Powers”, 2022
[2] Joseph Nye, Bound to Lead: The Changing Nature of American Power, New York, 1990.
[3] École normale supérieure de Lyon, “Soft Power”, 2002, Géoconfluences ENS de Lyon.
[4] Taiwan, India, China, (South) Korea.
[5] Johnson, Steve, “The Brics Are Dead. Long Live the Ticks.” Financial Times, January 28, 2016.
[6] According to the World Bank in 2022.
[7] Courmont Barthélémy, “Le soft power chinois : entre stratégie d’influence et affirmation de puissance”, Revue d’étude comparative Est-Ouest, 2012.
[8] Senate report, “Better protecting our scientific heritage and academic freedom” 29 September 2021.
[9] Baidu, Alibaba, Tencent and Xiaomi.
[10] World Bank.
[11] Indian therapeutic science.
[12] Landrin, Sophie. “The immense Indian diaspora, an instrument at the service of Narendra Modi’s nationalism.” Le Monde, 6 October 2023.
[13] Courmont Barthélémy, “En France, le Japon conserve une large audience”, IRIS, 2022.
[14] IOM, “Japan donates USD 36.3 million to support IOM’s humanitarian operations,” 20 January 2023.
[15] Statista, “Le Soft-power Coréen : Faits et chiffres”, 13 December 2023.
[16] Korea IT Times. “Korea Improves Global Soft Power, Russia and Other Military Conflict Countries Fall: 2024 Brand Finance Report,” March 1, 2024.
[17] Tierny, Hugo. “Taiwan: soft power, antidote to diplomatic isolation?” Asianyst, 8 November 2018.
[18] Le Corre, Philippe, “Taïwan, un ” Soft Power ” payant en Europe.” Les Echos, 11 January 2024.
The authors :
Louis ATYS
“Writer for the Cercle de Stratégies et d’Influences” (Circle of Strategies and Influences)
Louis ATYS has a double degree in political science and international relations from IEP Fontainebleau and the University of Rome Tor Vergata. He is now a student at Sciences Po Paris in the European Affairs Masters, specialising in Europe in the World. Through his university career and his various professional experiences, Louis specialises in international relations, with a particular focus on Europe and Asia.