With the opening up of the country and the entry of the icons of global trademarks, Beijing started to realise the importance of so-called “soft power”. While the Americans have a lot of problems in many parts of the world, their way of life and their culture — particularly their popular culture — are attractive to hundreds of millions of people around the globe.

In official and political circles in Ottawa today, little or nothing is heard of PD. Diplomatic representatives can no longer connect directly with foreign populations unless their scripts have been pre-cleared, and even the use of the term has been discouraged...

So far, Beijing's soft power strategy has focused on ramping up the Chinese media overseas, with steps like state news agency Xinhua taking out advertisements at New York's Times Square. The spread of Confucius Institutes across Asia and the world is another high-profile effort.

To be sure, Iran wields a considerable amount of what is known in foreign policy circles as "soft power" in Iraq. Iran sends millions of Shiite pilgrims to Iraq each year to visit the shrines of Hussein and others. Iran builds hospitals, and provides water and electricity.

As a matter of fact, the region’s leaders have also expressed a common fear that China’s financial aid might be a poisonous gift, that with this soft power, Chinese investments might lead to economic dependency and political vassalage.

...while the Turkish model of democracy has made Ankara very popular amongst the youth and Islamist movements from Sana’a to Tunis—who see Turkey’s democratic success as a potential path they wish to take—Turkey could soon be one of many voices in the region, notably Cairo, promoting different models of local democracy and their soft power will be tied to how many states adopt their model.

Because of this governance gap, it is critical that states use all possible soft power means to dissuade NNWSs from attempting to become nuclear threshold states. Among those means, Russia and NATO members are well placed to promote legal and structural nuclear fuel supply guarantees and the strict implementation of updated NSG guidelines.

China is increasingly making its presence felt internationally. Till now, over 350 Confucius Institutes and 500 Confucius Classrooms have been founded in 105 countries and regions. Aiming to promote Chinese language and culture, the global presence of Confucius Institutes is viewed as a barometer of China's "soft power".