t the convention another hot topic that was discussed was the diffusion of South Korean culture throughout Asia...and the growing popularity of Korean entertainment and culture. Korean dramas and pop music have grown quite popular among the youth in the region and abroad.

ASEAN elites speak very highly of New Zealand's soft power, New Zealand's role is bigger and better when it's with Australia.

Hallyu or the Korean Wave, which refers to the fast-growing popularity of Korean entertainment and culture through TV dramas, movies, pop music and food around the world, particularly in Japan, China and Southeast Asia, could be a valuable soft-power asset to improve better understanding of Korea and its national brand value.

As Australia changes, perceptions in the region will catch up, particularly if we improve our public and cultural diplomacy and our international broadcasting. We have to show that we believe projecting Australia in Asian countries is not a waste of time and money.

The French and Germans do more on public diplomacy in Asia. We do not have consulates across China and India and Indonesia, as we should have. We do not even have an embassy in Mongolia.

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.

A Win-Win Game for Players