Yoga has offered the Indian state unprecedented opportunities for global, media-savvy political performance. In recent years, the nation has made international headlines by creating a national ministry for yoga. It has promoted yoga tourism; staged mass yoga practices and Indian officials have even proposed yoga as a national solution to an astonishing range of social problems, from reducing rape to curing cancer.

In 2014, Indonesia declared it has chosen “soft power” to counterattack ISIS, determined to resort to violence or war only if every other means failed. Later in March 2016, Indonesia emphasized its decision not to join any military alliance in countering terrorism.

It will take much more than “xenophobia, irresponsibility and total disregard for facts” to derail the neighbors’ relationship, the former Mexican ambassador to Washington writes.

China has also developed strong cultural linkages with Nigeria, through student exchange programs and media proliferation. This successful soft power campaign provides an effective model for Chinese policymakers to follow in their attempts to strengthen Beijing’s alliances with other African countries.

The Chinese government has spent billions in recent years to subsidize artistic enterprises, with an eye toward wielding "soft power" beyond its borders. It hasn't been notably successful. But China's video game industry -- as of last year, the world's biggest -- is on the verge of becoming one of its most valuable cultural exports. It just might succeed where so much Chinese entertainment has failed in the past.

To showcase India's diverse cultural traditions, the Centre is now all set to expand its pool of artists and performers from different states who can participate in festivals organised abroad to enhance the country's soft power in the global arena.

Acting under directives from the central government, China's propaganda department is co-ordinating a global effort to step up its soft power outreach commensurate with its economic and political stature in the world, spending $US6.8 billion ($9.1 billion) a year to run and expand the international reach of official state-run media including Xinhua, CCTV, China Radio International and the China Daily.