Sushi’s rise to globalism has attracted a lot of attention in recent years...Both documentaries offer a penetrating introduction to the workings of the Tsukiji fish market in Tokyo, the world’s largest, as well as the growing “local” character of sushi in the West.

Cities in Fukushima prefecture struggle to cope with the stigma of becoming as synonymous with nuclear crisis as Chernobyl. Even areas that have lower radiation readings than many of the world’s major cities, are finding everything from their goods to their tourist spots — and even their people — shunned.

U.S. First Lady Michelle Obama is expected to arrive in South Africa on Monday to meet with women's groups, speak about the importance of education and youth leadership, as well as take in the sights. Yet many say there's another unstated aspect of the trip: soothing prickly ties between the U.S. and South Africa.

Dev Patel, the Hollywood star, is to front a £100m advertising campaign promoting Britain to young, Asian tourists ahead of the Queen's diamond jubilee. Actor Rupert Everett and celebrity chef Jamie Oliver also appear in the adverts. Designed to lure more overseas tourists to the UK, the adverts are being complemented by short films from each celebrity, shot in a location of their choice.

But if China wants to use sport to boost its soft power, Li's win is a good place to start. That she is not in the mould of most of its athletes – her thank-yous in Paris did not include her country – works in her favour overseas. "She is right up there with [basketball's] Yao Ming in her ability to help people look at China in a different light," said Rhoads.

There has been a renewed focus on soft power, especially after the global publicity garnered by the British royal wedding in April. "We've got an extremely active British Council here," Mr Warrington said. "There are over 50 schools teaching the British syllabus. They're all taking British exams. There are more British universities than any other universities.

The new top diplomat described the United States and European Union as essential partners to Egypt, he adding, noting that he believed more in Egypt's soft power, thus he will seek to enhance the cultural and developmental dismensions in the foreign policy.

It was the dismal failure of Egyptian leadership in the region that was at the heart of the Arab predicament and the deep admiration of Turkey’s growing soft power. With the Arab Spring and particularly Egypt’s revolution, Cairo is now slowly re-emerging as the most likely candidate to fill the vacuum of strategic leadership in the Arab world.