The Philippine Chairmanship of ASEAN in 2017 is an opportune time to revive the National Branding Council proposal made by the Management Association of the Philippines (MAP) in 20121 to build the international image and reputation of the country. Nation Branding is an important tool in managing a country’s identity across the globe forming part of public diplomacy.

The Association of Southeast Asian Nations (ASEAN) revealed the branding for its “Visit ASEAN@50 Golden Celebration 2017” tourism campaign.[...] The new campaign will promote the twin objectives of commemorating the 50th anniversary of ASEAN in 2017, and embracing the ASEAN region of Southeast Asia as a single and united, yet diverse, tourism destination.

With its future increasingly intertwined with ASEAN, the United States must maintain the momentum of its rebalance towards the Asia-Pacific, focusing on three pillars: comprehensive and inclusive security networks, economic integration and connectivity, and soft power and people-to-people ties.

People to people exchange has become a bright spot in and an important part of the friendly cooperation between the Association of Southeast Asian Nations (ASEAN) and China, said Korn Dabbaransi, former deputy prime minister of Thailand and chairman of the Thailand-China Friendship Association.

On 18 August 2016, The ASEAN Committee in Oslo, ACO, jointly organized the event “ASEAN Cultural Night 2016” at Gamle Logan, Oslo. The purpose of the event was to promote and raise awareness about the ASEAN Community as well as each member country to those invited guests representing various sectors in Norway as well as diplomatic corps.

In the letter, Li said people-to-people exchanges, including education exchanges, are emerging as a new pillar in China-ASEAN relations and showing broad prospects. This year marks the 25th anniversary of the China-ASEAN relationship. Li said China and ASEAN are good neighbors and partners, and communicate and cooperate in various fields.

Last week, days after The Hague’s Permanent Court of Arbitration awarded the Philippines a victory in its case against China in the dispute over rights to the South China Sea, Beijing began a massive public relations campaign to press its position. Part of China’s campaign includes shoring up international support to denounce the ruling and approaching other nations to voice their backing for Beijing.

The Asean nations are characterised by an immense diversity and richness of languages and cultural traditions. In addition to their unique official languages and scripts, and now their common use of English, many hundreds of ethnic languages are spoken across the 10 countries. In the Philippines, and most recently in Myanmar, a mature and progressive attitude of balanced multilingualism is being felt in policy.