London may be the focus of public diplomacy attention and reap the greatest benefit; however, all countries are likely to seize and squeeze what public diplomacy mileage they can when the international spotlight shines in their direction. When you watch, watch for the cultural cues.

The Sydney International Food Festival (SIFF) is a huge month-long celebration in October showcasing hundreds of top chefs and their work. Back in 2009 branding and media agency TBWA boiled down the whole idea of the festival and created ‘flags’ of the participating nations out of the food that is distinctive to each.

Perception matters in international diplomacy, and even more so for the U.S.-China relationship. There are vast differences in political systems and institutions, social norms, historical and cultural legacies, and the ever-present information asymmetry. Mutual perceptions can get easily skewed, with real repercussions for policy. Though the U.S.-China relationship has proven surprisingly resilient, it is also colored by an unspoken unease, especially among elites in both countries.

When Israeli pop superstar Rita Jahanforuz told her friends she wanted to record an album in Farsi, they thought she must have gone mad. The 50-year-old Iranian-born, Jewish singer, who is usually known just by her first name, recalled: "'They all said, 'You want to record an album in the language of Mahmoud Ahmadinejad? Who will listen to it?' I didn't know why I had to do it, I just did. It's like someone lit a match. What's happening now is beyond what I ever imagined."

As part of plans to attract investment from Europe's economic powerhouse of Germany and harness the potentials of Diaspora Gambians based there, The Gambia government recently dispatched a strategically important delegation to Cologne, Germany.

Inviting young Pacific islanders to a two-week Taiwan study camp is very much in line with President Ma Ying-jeou’s cultural diplomacy started in 2010 to highlight Taiwan’s soft power. This was stated by the Director-General of East Asian and Pacific Affairs, Mr James C.K Tien during his remarks to welcome 28 Pacific Islands’ participants that make up Taiwan’s allies from the Pacific at a welcome reception at the Ministry of Foreign Affairs reception hall in Taipei.

Wednesday, Edita Vokral, Ambassador of Switzerland in Haiti, accompanied by Hans Reiser, Deputy Coordinator of the Swiss Cooperation, paid a visit to Jean Mario Dupuy, the Haitian Minister of Culture. During this meeting, the Minister of Culture stressed the importance of culture for the development of Haiti, while touting the depth of the creative imagination of the Haitian people. "Culture is one factor that can contribute effectively to the development of the national economy."

In 1991, the North Korean table tennis star paired with her archrival, South Korea's Hyun Jung-hwa, as part of the first "unified Korea" team to march into international competition wearing the blue flag of the Korean Peninsula. With relations between the foes at a low point, the episode is not about to be repeated at the London Olympics.