Young Iranians today have more access to American cultural products than ever before [...] In his new book, After the American Century: The Ends of U.S. Culture in the Middle East, Brian Edwards writes how popular, cinema, literary, digital, and academic culture from the U.S. reaches North Africa and the Middle East, is stripped of its Americanness, and is recontextualized in a different light. 

This year, Ashkenaz Festival presented a new program called The Israeli-Iranian Musical Initiative [...] The ensemble of Iranian and Israeli musicians have brought together traditional music, as well as jazz and western classical instruments, in an attempt to explore a dialogue between Israeli folk and traditional Persian music.

While much is made of Iran’s hard power, the recent nuclear deal hints at the prospect of the country’s untapped soft power being far more central to its long-term success in the 21st century. As the 13th-century Persian poet, Jalal ad- Din Muhammad Rumi, wrote: “Raise your words, not voice. It is rain that grows flowers, not thunder.”

Modern art by Arab artists will take over the Tehran Museum of Contemporary Art (TMoCA) this November. [...] Given the political tensions in the region, the exhibition marks a significant moment of cultural diplomacy between Tehran and Sharjah. “Art is important in that it allows experiences to be shared, even across the boundaries of language or culture,” said the director of TMoCA

Tehran and Seoul opened their joint technology exchange center in a ceremony [...] President Park, in her meeting with the her Iranian counterpart, emphasized the need to revitalize trade and diversify cooperation to encompass investment and construction of such infrastructure projects...

With the aim to promote China-Iran exchange and cooperation, a Chinese cultural festival opened at Niavaran Cultural Center in the Iranian capital Tehran on Monday. The one-week event, titled "2016 Experience China in Iran," features northwest China's Xinjiang Uygur Autonomous Region through a photo exhibition and other cultural activities.

Soft power refers to the ability to change what others think and do through attraction and persuasion rather than compulsion and coercion. Scholars are still divided and failed to agree on an exact definition of soft power which remains loose and vague.

The Middle East remains of a major geostrategic importance. Global powers found in the recent developments an opportunity to chart their way into the region; sending troops and reinforcements, rebuilding alliances and restoring old relations. Amidst this chaotic environment, a number of regional forces opted to adopt a different approach: soft power.