Chinese companies still have much to learn about soft power. Africa is not barbarian territory waiting to be developed: it has ancient cultures and traditions. It has won independence from colonial rule and claimed its place as its own continent. How many Chinese firms going into Africa really understand the countries they will work in?

Westerners are savvier to the use of soft power, particularly when non-democracies such as China try their hand. The Canadian ambassador to Beijing, who put up photos of his official car online, prompted a thousand Chinese to comment on the embassy’s microblog, showing that engaging with Chinese 400 million citizens is a useful way to help achieve its foreign policy aims.

Uprisings against tyrants in Africa and the Middle East. Economic immolation in Europe. Nuclear weapons programs in Iran and North Korea. Canada has never looked so good. Canada’s soft power values of peace, order and good government, ... are the envy of the planet. But if we fail to push our national interests, we’ll be in no position to assert these soft power values.

Expert insight on the India Is campaign. 

A look at how India is elevating its public diplomacy to match its growing stature in global affairs.

Assessing China's public diplomacy. 

Obama's new engagement policy in Asia, which promotes the use of "smart power", has received positive reaction among Asian members. On the other hand, China has increased its presence through financial aid, investment projects, cultural and social programs. What Asia does not want to see is a power contest between the two superpowers in the region.