Kung fu, pandas or Peking Opera are what one would commonly associate with China - but they are also vital cogs in a massive "soft power" exercise that China hopes will give it more global voice and an image makeover. It is also proving to be a tough challenge for policymakers, as the growth of the country's "soft power" has not been in tandem with that of its "hard power".

However, the EU video So Similar, So Different, So European is slightly, well, different. It doesn’t originate from the global province towards the center, not even the other way round. It is a narrative the EU is telling to itself.

Shared identity is unsustainable without incorporating culture and sports under the European umbrella, and football might prove to be one of the highest hurdles to jump on the road to Europeanization.

This much-trumpeted approach will group commercial and public diplomacy efforts and direct these towards emerging Asian economies and Latin American countries in an attempt to boost Spain’s profile and hopefully help economic recovery.

This summer the 2012 UEFA European Football Championship will be jointly hosted by Ukraine and Poland: An excellent opportunity for the European community to bond over its favorite sport, and for Ukraine, which for a long time has been aspiring EU membership, to promote its image.

APDS Blogger: Molly Krasnodebska

Throughout the last decade, no message was promoted stronger in the European Union than the idea of a new Europe, which has overcome its past of war and totalitarianism, and has emerged as a normative power standing for international cooperation, democracy, and human rights.

And yet when it comes to the recent events in Ukraine, discussed below, European soft power appears rather meager.

To celebrate World Water Day 2012, the European Commission releases the video "More than Water" which shows concrete results of the EU-ACP Water Facility to provide access to drinking water in the Himba villages in the north of Namibia.