The strongest defense of JET comes from those who view it as a diplomatic soft-power tool. MOFA officials agreed to support JET because they believed participants would increase their understanding of Japanese society and return home sympathetic toward Japan. [...] “the JET Programme has been wildly successful as a public diplomacy effort for Japan.” Calling it a “vital diplomatic tool."

The nonprofit develops and delivers lifesaving technologies, from fortified rice to vaccines, that help at least 150 million people around the world every year. [...] PATH’s local partners include Seattle Children’s Hospital, the University of Washington and Tableau, the Fremont-based software company now helping PATH with its effort to reduce and eventually eliminate malaria in Zambia.

Britain may lack hard power, but the soft power of influence and a network of relationships deriving from decades of active and assiduous diplomacy still count for something. [...] Britain is one of the leading supporters of the new style of Chinese economic diplomacy, involving the furthering of solid infrastructural links along which mutually beneficial trade and investment can flow to an increasingly interlinked world.

Taiwan should be the regional leader in soft diplomacy as well. It has plenty to offer the world. Taiwan is the only Chinese-speaking democratic nation in the world, its press is unrestricted, and its citizens enjoy total online freedom. Add into this the fact that it has consistently punched above its weight economically and Taiwan has plenty to take to the wider world to counter-weight the obvious diplomatic difficulties that they face.

Much has been made of Japan’s recent turn away from pacifism and growing military muscle, but Tokyo is also extending its global reach in more subtle ways. Japan is especially serious about increasing its soft power, the ability to win over global partners with cultural and diplomatic affinity rather than coercion and sheer heft.

Besides governments talking to each other in formal and informal settings, soft power is comprised of programs and policies that have an impact on people’s lives. Examples include PEPFAR (the President’s Emergency Plan for AIDS Relief), President George Bush’s signature initiative to combat the spread of HIV/AIDS; the prestigious Fulbright program, which for 71 years has brought scholars to the U.S. and sent American scholars abroad to teach and study; and our role in providing humanitarian assistance to countries in crisis. 

Bollywood may sound just like a step-sister of Hollywood; however, the language, syntax, grammar and scale of both the industries are poles apart. What was it then that allowed Bollywood to establish its stronghold not only in Hollywood but in other continents like Africa and Europe, and countries like Africa, China and Japan. National Award winning author Roopa Swaminathan's book Bollywood Boom: India's Rising Soft Power explores that and much more.

On a quiet midweek evening on the streets of the Cambodian capital, the Pyongyang Restaurant is at near capacity. Inside the square room, adorned with dramatic landscape murals, music starts to blast. Waitresses in bright traditional Korean garb drop their trays and pick up their instruments. With great skill they twirl in formation and belt out odes to the homeland. It is patriotic, unapologetic North Korea thousands of miles from the secretive state.