After the success of Prime Minister Modi's take-yoga-global campaign, it's now the humble Khadi that he wants to take across borders as India peddles its soft power on the international stage. "The government is aiming at making the 'Khadi' a global product identity of India, as it did for Yoga. But before, taking the major step, it plans to put its house in order. A global identity of Khadi would also allow many rural artisans to earn better," a person with direct knowledge of the mater told ET. 

Austrians do not know enough about Romania, and creating a country brand is "a challenge," Austrian Ambassador in Bucharest Gerhard Reiweger stated on Wednesday, at the Youth's Perspective on Romania's Public Diplomacy within the EU" event. [...] "The image of a country's economy is part of the global perception. If Austria is perceived only in cultural or tourism terms, it means that we have to work on our image from the economic involvement point of view. It is the same for Romania.

It is a confusing question: Who is responsible for Egypt’s image? The investment conference in Sharm El-Sheikh created an “attractive atmosphere”, however the Egyptian government did not complete it. The same thing happened with Lionel Messi when he came to Cairo to promote the treatment of Hepatitis C in Egypt. Finally, Pope Francis’ visit to Egypt shed light on Egypt’s efforts in religious tolerance. After the visit, we were very happy and exchanged congratulations, but we did not realize, as usual, that the difficult part would be in the next day.

Do you know something about Luxembourg most people don't? Or maybe you have a specific angle on a well-known Luxembourgish subject, place or activity? If so, then Luxembourg's Economy Ministry is hoping to recruit you as a "guide for one day" as part of its latest nation-branding effort. The guided tours that will be offered through this initiative will start from June 23 and can range from local life, night life, shopping, history, Luxembourgish markets, cafés and gastronomy to leisure and sports.

The symbolic gesture of picking São Paulo for the grand opening of Japan House hints at the value attributed by Japan to its strategic global partnership with Brasília. [...] unless Tokyo and Brasília decide to go for a thorough re-evaluation of the terms upon which their dysfunctional bilateral cooperation was structured over time, and think of innovative ways to carry it through in the future, Japan House will be of little help in making the ties that unite the two countries even bolder.