Nevertheless, Mr. Ecclestone's comment highlighted the fact that mega events and public office are double-edged swords. They potentially allow countries to showcase themselves, polish or improve a nation's international and a government's domestic image, serve as tools to enhance soft power and create commercial, economic and political opportunity.

Following the successful Joseph Calleja concert held last April, the Maltese Embassy in France will be organising 'Cine Malte: les possibilités d'une Ile' on 17 June. This event will be held at the beautiful 'Louxor - Palais de Cinéma', unique art déco hall, which has just recieved a major facelift by the City of Paris. This event will be among the very first to be organised at this location, which played an integral part in the Golden Age of Parisian cinema.

"Every bit of Internet search gives you new impulse. And, with a platform like Google, it allows one to look into every nook and corner of India," Khurshid said. Five short films made by upcoming filmmakers, and co-produced by noted director Anurag Kashyap and Viacom 18 was released on YouTube as part of the web-based campaign. Kashyap also hailed the India-themed public-private partnership that offers platforms to young and independent filmmakers, to reach out to their audience, which he said "wasn't possible before the Internet".

“This centre would promote Trinidad and Tobago’s creative industries through cultural exchanges, training seminars and cultural exhibitions in China. The Centre could also feature highly in Trinidad and Tobago’s public diplomacy initiatives in Asia. During our discussions we also suggested that China and Trinidad and Tobago could co-host an annual Caribbean Music Festival in Beijing, which could become a signature event for promoting Asian/Caribbean Cultural Exchanges.”

In a 2008 report titled Repack­aging Confucius: PRC Public Policy and the Rise of Soft Power, by the Institute for Security and Development Policy in Stock­holm the C.I. was described as “an image management project, the purpose of which is to promote the greatness of Chinese culture while at the same time counterattacking public opinion which maintains the presence of a ‘China threat’ in the international community.”

Israel Soccer Association Chairman Luzon said, "I thank Prime Minister Binyamin Netanyahu for the understanding that this tournament is of national importance and will greatly help the State of Israel's public diplomacy overseas by showing a beautiful Israel that loves sports.

The idea was that China's south-west region, Myanmar, Bangladesh and India's Northeast and eastern region, might explore prospects for working together, using emerging new transport linkages as a platform for stronger trade, socio-cultural and people-to-people exchanges. Academics and scholars were invited to discuss this concept, and sensitise their governments, business entities and social organisations to the possibilities.

The 2006 Beijing action plan provided the first attempt to create institutional-level collaboration through the establishment of Confucius Institutes, although these are also largely organised at the intergovernmental level as part of China’s global ‘soft power’.