The Maltese Embassy in Tunisia is also committed to enhance relations between Malta and Tunisia through cultural diplomacy and humanitarian assistance, amongst others. The embassy’s political work is currently focused on the holding of the Annual Maltese-Tunisian Mixed Commission meeting which this year is due to be held in Tunisia.

"Soft" power looks like a different story but, to take two examples, Brazil has signed no trade deal since the mid-1990s and its quest for a permanent seat at the UN Security Council has been an abject failure, gaining little support from fellow ...

The “American brand” features the United States as an incubator of creative goods and services, and of entrepreneurial companies, many of which spread their best practices through their products, trade partnerships and investments around the world.

Last week, Prime Minister Raja Pervez Ashraf asked the impossible of our Foreign Office — project a soft image of Pakistan abroad through public diplomacy, cultural exchange, trade and people-to-people contacts.

Special Chief Secretary for Tourism, Government of Andhra Pradesh, Chandana Khan suggested that the two countries should focus on enhancing cultural exchange and people to people ties before focusing on trade. She said that “friendly ties should be the foundation to improved relations between the two countries to long-term benefits”.

The EU has considerable soft power which can bring about reforms in human rights and level-playing-field trading that have not only improved the lives of its own citizens but will also improve those who aspire to join (eurozone membership is something else).

The African continent is seen as one of the cradles of human civilization. Because of its unique environment, this continent is abundant with splendid culture and art. This center aims at spreading Africa's bright culture and diversified art in China and enhancing the cultural exchange between China and Africa.

Colin Riodan, vice-chancellor of the University of Essex and chair of the UK Higher Education International and Europe Unit, said this was a “recognition that universities are a key element of soft power” and that they have an important role to play in diplomacy and promoting foreign trade.