President Mamnoon Hussain has asked the High Commissioner-designate to South Africa to protect Pakistan’s national interests and promote bilateral political, economic and trade relations; while projecting the soft image of Pakistan. [...] The president called for looking after the interests of Pakistani diasporas in South Africa and other concurrently accredited countries. 

A 6-day international training workshop will start from December 12 to inscribe rich Intangible Cultural Heritage on UNESCO'S Representative List of Humanity that will bring Pakistan on the cultural map of the world and would promote its soft image. National history and Literary Heritage Division (NH&LH), Ministry of Information, Broadcasting and National Heritage in collaboration with CRIHAP and UNESCO, is organising the 6-day training workshop on community based inventorying under UNESCO 2003 Convention on safeguarding Intangible Cultural Heritage.

Pakistan is now quoted as a country of peace lovers and peace builders as they have strived hard to overthrow their adversaries without any demoralization. The term ‘soft power’ was coined in 1990 by Professor Joseph Nye to explain how modern states can use positive attraction and persuasion to achieve global influence. 

Billed as “portraying a positive image of Pakistan”, the conference in Lahore leaned on the side of propaganda — to drum beat the need of promoting the soft image of the country. In the past many years, since the full-blown terrorist activity started in the country, there has been a parallel drive launched especially from the government or the establishment for stressing upon a softer image of the country.

The Pakistan Embassy arranged a range of educational and cultural programming in collaboration with the Cultural Tourism DC that increased public awareness about Pakistan.