Advisor to Prime Minister on Foreign Affairs Sartaj Aziz Friday said in international relations, Pakistan needs to use the persuasive approach of ‘soft power’ to promote its image in the world community. [...] Aziz said instead of ‘hard power’ based on coercion, the soft power associated with culture and economy was more effective to attain the preferred results.

The day after President Obama ended his historic trip to Havana, Cubans turned on their TV sets and watched his surprise guest appearance in a skit on the popular weekly show Vivir del Cuento (Live by Your Wits). [...]  It was actually Obama’s second appearance on Vivir del Cuento; he’d taped a mock phone call with Pánfilo from the Oval Office for an episode that aired just before his arrival in Havana. 

The two lead actors of popular Korean drama Descendants of the Sun were in Hong Kong on Tuesday for the series’ first overseas promotional activity. The drama will premiere in the city the next day on local channel Viu TV. The show is already available on Viu’s free K-drama streaming site Viu.com, where it is the most-watched show.

The BBC World Service has launched its first ad campaign in seven years, in a seemingly counterintuitive move to promote the international service to the British public. The BBC said the decision to promote the World Service at home – it is synonymous with being a popular and trusted news source in foreign countries – was to address the misconception that it is solely for overseas audiences.

Xi Jinping’s three-day stopover in Prague on his way to Washington [...] Xi’s visit to the Czech Republic deserves some attention as it indicates Beijing’s approach towards the EU in general. It also offers insight into the limits of Beijing’s soft power, relying mostly on economic incentives and undermined by its own sense of insecurity.

The glittering World Cultural Festival [...] had the country agog for days. The colorful three-day extravaganza, featuring yoga and meditation sessions, peace prayers and cultural performances by Indian and foreign artists, also boasted a VIP audience in attendance: top Indian politicos including Prime Minister Narendra Modi, corporate honchos and guests from across the world.

The secret to successful public diplomacy for a state may sound like a surreptitious potion whose recipe lies with the magicians. However, it is the art of devising and executing strategies, just in the accurate proportion, to transform the way the local and international public perceives a certain state. So, where does this recipe come from? It comes from the human mind.

Who would have thought that Tintin would so easily become a social media star? [...] Tintin remains dear to many Europeans, inside and outside Belgium. And if you think about it, there is no reason why he shouldn't be, since he has embodied the continent's values for half a century.