Why is culture important in this day and age? When the world, as some say, is becoming more flat, when social media platforms make instant communication possible, when cities all over the globe resemble each other more and more, of what significance is it that the Philippines should project itself as having a distinct identity and culture—in other words, possess a brand that is as easily identifiable as the Japanese, the Brazilian or the Egyptian?This is the question that cultural diplomacy poses, and which is the challenge given to Filipino diplomats in the 21st century.

Public diplomacy is perception. Remarkably—and, unthinkably, as recently as one year ago—today China seems to be the world’s most likeable superpower. [...] Li, who landed in Berlin on Wednesday, hoped to use his three-day trip, with stops in Germany and Belgium, to “voice support for an open economy, free trade and investment [and] global regional peace and stability."  Trump, on the other hand, failed to support NATO, decried Germany as “very bad” for its trade policies, and even pushed aside Montenegro’s prime minister to the front of a group photo. 

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.