While these fully functional trucks are used only for transporting goods in South Asia, Asheer Akram, a young American artist from Kansas City, Missouri has embarked on the project of building a Pakistani cargo truck with a Midwestern twist in the hope of mixing venerable South Asian traditions with modern American culture.

Hollywood has increasingly been looking east, encouraged by the recent relaxation of the quota on foreign films allowed into China and the popularity of Hollywood-made but China-based international blockbusters such as Kung Fu Panda 2.

"Six years ago, the two countries had decided to sign an MoU with the Indian Council for Cultural Relations, but it was stuck for cultural exchange. But we want to carry the MoU forward to promote people-to-people contact. Every Pakistani heart is open... India should also open the door of its heart to Pakistani art and culture," Nasir said.

China has long kept up a barrier against foreign films — wary of insidious cultural influences while sheltering its own filmmakers. Officials last raised the annual cap on foreign movie imports as a condition of joining the WTO in 2001. The recent increased foreign movie quota is a belated response to a trade dispute the U.S. won nearly three years ago.

“I hope that through this, the first of our cultural dialogues with China, we will develop deeper ties across all the areas that interest us. China is a country with a vibrant cultural past and a growing economic future. There is much that we can learn from one another.”

Turkey is enjoying a wave of cultural soft power in the Arab world thanks to its popular soap operas, American University in Cairo President Lisa Anderson says, She notes that Arabs are attracted to the shows because they show that a Muslim country can produce modern stories...

As well as a huge exercise in soft power — Eurovision is by far the biggest nonsporting live television event in the world — the competition also gives countries a chance to touch on issues of global importance in their songs, while carefully sticking to the rules, which ban specific political messages.

There is no doubt that the Chinese government tries to present to the world a cultural landscape that accords with its own political narrative...But there is equally little doubt that Chinese publishing today is a vast and varied field in which it is not hard to find writers who both satirise and criticise the Communist party and its record.