Adopting an "open" foreign policy, which relied on soft power tools such as media, diplomacy, education, culture, sports, tourism, economy and humanitarian aid, Doha's strategy was based on good relations with neighbours, the formation of strategic alliances with major and medium powers and the building of a brand.

China's new leadership has been following a new pattern of diplomacy that features increasing softer elements and a down-to-earth manner. President Xi Jinping's just-concluded trip to Australia serves as a good example. During the state visit, the two Asia-Pacific giants lifted their relationship to a comprehensive strategic partnership and concluded their nine-year-long bilateral free trade talks.

India's soft power was being driven by its economic growth. But all that crashed after 2008. Almost 85 chairs for India studies were created, new cultural centres conceived and opened. But as budgets did not grow, they took a hit in the last couple of years.

Will the next couple of years be enough to reset US-China ties? An important space for future cooperation is Central Asia. Here Russia and some Israelis too are greatly interested in collaborating with China on a new Silk Road. 

The Chinese media reported yesterday that the pair will perform Little Apple at the American Music Awards this Sunday, along with stars more familiar to Americans, including Mary J. Blige, Fergie, and One Direction. The show could be a breakthrough for the country’s soft-power campaign, an effort by the state-backed entertainment industry to make Chinese culture more popular worldwide. 

In fact it may be that the distinction between "hard" and "soft" power may be morphing into a new concept put forward by Prof Nye, that of "smart power".

The initiative seeks to provide a deeper understanding of public diplomacy practices and trends in emerging markets of different political persuasions, against the backdrop of increasing multi-polarity and shifting world order.