In the US, where rules on the disclosure are stricter, technology groups report far higher spending on lobbying. Google, for example, spent $8.85m in the first half of 2014 alone in the US – nearly four times what it said it spent lobbying the EU for the whole of 2013. Google declined to comment on this article. But its efforts in Europe are part of its “soft power” approach towards influencing policy makers.

On the morning of September 8, Harvard University celebrated what school President Drew Gilpin Faust called an historic moment after it received a $350 million gift from a wealthy Hong Kong family. The gift, to the Harvard School of Public Health, is the largest ever in the university's 378 years of history. It may sound like a victory for Chinese soft power, but many Chinese netizens are angry that the money isn't being directed toward domestic concerns.

More than a dozen prominent Washington research groups have received tens of millions of dollars from foreign governments in recent years while pushing United States government officials to adopt policies that often reflect the donors’ priorities, an investigation by The New York Times has found. The money is increasingly transforming the once-staid think-tank world into a muscular arm of foreign governments’ lobbying in Washington. 

The Qatar Foundation sponsors Barcelona football club, a reminder that in 10 years' time it will play host to the World Cup. Then there is the Doha-based al-Jazeera television, considered the most important Arab news TV channel, owned by Qatar through the Qatar Media Corporation—which last week claimed that it had evidence that the late Palestinian leader Yasser Arafat was poisoned with polonium.

Continuing their blistering critique, diplomats vented that Brasilia was merely interested in currying favour amongst African nations so as to shore up its own bid for a permanent seat on the United Nations Security Council. Brazil...was "more concerned with counting heads for UNSC reform... than in being a champion of Africa's interests, supporting African peacekeeping or augmenting trade."

The emerging ‘Beijing consensus’ – comprising soft power diplomacy and market power, combined with the concept of China’s “peaceful rise” – has influenced Australia’s political and business decision makers that a ‘tilt’ towards Beijing is in the national interest.

Over the last couple of years, India has been seen stamping its presence in the league of global leaders by the strength of its economic power.

It is soft power that will to a large extent make or unmake superpowers of the future. China and India are the obvious candidates to be considered as the future superpowers. India will have to pit itself against the might of the Chinese economic machine.