There’s a vintage example of American exceptionalism in the Financial Times this week, by the paper’s US editor Gary Silverman. The article is about the appointment of Trevor Noah to the vacant Jon Stewart berth on The Daily Show. But Noah’s controversial Twitter history isn’t what concerns Silverman. Instead, he sees Noah’s career arc – growing up bi-racial in Soweto, where “my existence itself was a crime”, emigrating to America, working his way up in short order to the most prestigious satire gig in the country – as a classic tale of “American soft power”. 

Now that the decades-long trade embargo between the U.S. and Cuba looks to be a thing of the past, Americans may soon be partying with Cuban goods like it’s 1959. Culturally, however, Cuba’s influence has been here all along.

The University of Iowa took part in a national discussion Monday to relate culture, specifically music, in strengthening relations with other countries.  Hancher Programming Director Jacob Yarrow said he wants to bring a sense of empathy and perception to the UI, something that comes with these kinds of conversations.

Furthermore, political movements such as the youth group Nashi have harassed Estonia’s diplomats and vandalized its websites, while “soft-power” organizations like Russkiy Mir (Russian World) actively work to promote cultural and linguistic ties to the homeland.

More recently, with the resurgence of China as a global power, Vietnam has been subject to a Chinese “charm offensive,” as the country seeks to spread its soft power. Since the early 1990s, Vietnam has been engulfed in a Chinese “cultural tsunami” brought about by the overwhelming success of Chinese historical television series, music, movies and kung-fu novels.

Countries in East Asia are increasingly looking to pop culture, as an instrument of "soft power". And the "soft power" competition is alive and well in East Asia, with not just financial returns at stake, but also as a positive influence in the attitudes of target or importing countries.

...continued by sharing some facts. "Do you know that Barbados was founded by a freed Nigerian slave? That is cultural diplomacy waiting for us there. Today, the official residence of the prime minister has a Nigerian name... They are asking for (Nigerian) TV content for the Broadcasting Organisation of the Caribbean. They are desperate to connect with us," he revealed.

These initiatives are part of the Indian government's 'Look East' policy. ICCR president talked with Shobhan Saxena about India's growing soft power and need for more engagement with countries in our extended neighbourhood...