The myriad emotions that Bollywood  evokes and the chord it strikes across the border undeniably makes cinema the glue that binds people, transcending barriers of culture, geography, even a chequered past. 

China plans to spend 360 million yuan (HK$454 million) on expanding its overseas cultural centres this year - nearly double last year's amount - amid government efforts to bolster its soft power abroad. But observers are sceptical whether the centres, which are different from the Confucius Institutes, can improve the nation's image overseas, especially given similar efforts have attracted criticism.

Does anybody remember soft power? Apparently Canada has it in abundance. It just doesn’t work. Soft power is, like so many trendy ideas in this country, an American invention.

Many of the funds will be used for soft-power initiatives to cultivate “pro-Japan” foreigners, such as supporting Japan studies at universities and setting up “Japan House” centers to promote the “Japan Brand.”

From yoga to soft power, from digital diplomacy to the role of states in foreign policy, India’s envoys got a taste of what the PM would like them to internalize when they represent India’s interests.

Bollywood films have long had a place in the hearts of Indonesian audiences, but lately it’s said to have reached feverish proportions, popular not just in urban, but also rural areas. (...) As soft powers go, India’s is actually pretty impressive, covering a wide range of fields. As one writer put it, “from Buddha to Bollywood to BPOs”. 

They say that China's soft power is practiced through cultural, educational and other exchanges, to help the country gain international understanding so that it can grow, strengthen and internationalize in a harmonious way.