Ridhi Nighozkar
The Rise of Soft Power in Asia
In the 21st century, a country’s economic standing or its military might is not the only factor
determining its international influence and standing. The ability to attract and co-opt through
culture, values, as well as via policies, is considered just as significant in shaping global
relations, as stated in Joseph Nye’s concept of Soft Power. There are various theories
explaining the term ‘Soft Power’ & its cause and effect. Shared norms, beliefs, ideas, &
perceptions are factors influencing countries and their behaviour, as highlighted in
Constructivist theories, while Liberalist theories highlight the role of cooperation,
interdependence, and diplomacy for overall stability.
Rising South & East Asian Countries such as India, China, South Korea, Japan & Thailand
are continuously deploying Soft Power tactics via their cultural and ideological assets. Spread
of Cinema, Music, Cuisine, Culture, & Education are some of the aspects influencing
international partnerships, reflecting a nation’s identity and brand, and helping redefine their
role in the global order. A shift from the historically Western-dominated sphere of influence
to the emergence of Asian nations as central shapers of global narratives sets forth an
evolution.
Drivers of Asia’s Soft Power Rise
The growth of the cinema and entertainment industry is a major factor contributing to brand,
tourism, & GDP. Whether it be K-pop, K-drama, Bollywood, Japan’s anime, or Thailand’s
BL dramas, the availability via OTT platforms during COVID has caused a global wave.
Skincare & makeup ‘Made in South Korea’, Japan’s vibrant street fashion, and innovative
products have caused a shift in the Lifestyle, Beauty and Fashion Industry globally.
Social Media is straining to cover all the tteokbokki, sushi, butter chicken, tanghulu, &
matcha videos. The culinary diplomacy, however, does not extend only to the social media
shares; various campaigns such as ‘Amazing Thailand’ are also implemented.
Government Branding strategies such as ‘Imagine Korea’, ‘Cool Japan’, ‘5Fs’, etc, &
Education exchanges via institutes such as Confucius Institutes, Sejong Institute, & Japan
Foundation, help spread the culture.
International Yoga Day, Thailand’s Muay Thai, etc, highlight & celebrate heritage, sports, &
art across the world.
Technology & Digital Platforms are shaping cultural influence across industries. China’s
TikTok & games, along with Japan’s gaming industry, are stationing strong means of
communication & influence.
Soft power and the current International scenario
With the geopolitical landscape at present, Asia’s usage of soft power brings about its timely
& transformative rise. Against the backdrop created due to the uncertainties in global
economic governance, whether due to the weakened WTO, trade wars, Trump’s tariff
agreements, or due to the ongoing international armed conflict, Asian states are still able to
project stability & credibility due to economic, cultural, as well as media diplomacy.
The recent conflict between India & Pakistan has secondarily enhanced India’s image of self-
reliance & resilience. “Made in India” military and technology is globally being
acknowledged.
Border tensions between Thailand & Cambodia have led to a revival of
ASEAN’s peacebuilding framework & its role in strengthening its diplomatic standing.
By allowing nations to project their identity, shape norms internationally, & attract a global
audience, soft power arises as a survival tactic rather than a supplementary measure,
particularly in such a polarization context. Bollywood films, Kdrama, Anime, & Thai,
Japanese, & Chinese cuisines serve as cultural exports to enhance tourism & economic ties
directly. This helps position themselves as attractive partners in diplomacy & agreements
indirectly.
Soft power is becoming a vital mechanism for preserving influence, shaping norms, and
fostering cooperation & agreements in an increasingly fragmented world order.
Impacts of Asia’s Soft Power Expansion
1) South Korea: The Hallyu Wave Goes Global
The hallyu wave translated into 16.4 million inbound tourists, ie, a 48% gain in 2024. 32.1%
visitors were attracted due to cultural diplomacy, & the tourism accounted for $32 billion.
Korean language enrollments also increased by 76% in the UK after the popularity of Squid
Game. South Korea’s GKS scholarship awarded over 367 grants in 2025, showcasing
growing global interest in Korean higher education.
2) India: Bollywood, Yoga, & Global Diaspora
Bollywood dominates screens with earnings of USD 770 million. Over 180 countries
celebrate India’s cultural exports, like International Yoga Day & the celebrations of Lord
Ganesha in Thailand and Navratri, prominently in the UK & Canada. The heritage circuits &
religious tourism contribute to about 1.5 billion domestic and international visits in 2023.
3) Japan: Anime, Gaming, & Culinary Diplomacy
Japanese Anime & Manga industry, with franchises like Solo Leveling, Pokémon, Attack on
Titan, etc, has hit a global market value of approx $40 billion and 7.7 billion, respectively, in 2025. The anime industry alone is projected to generate ¥4.65 trillion in global exports in 2025. This draws about 3 million tourists, generating merchandise revenue of ¥372 million. Sushi & Ramen counties to represent Japanese cuisine among world’s top five most popular cuisines.
4) Thailand: BL Dramas, Tourism, & Festivals
Thailand’s most supreme soft power lies in its LGBTQ+ representation, with its BL dramas
exploding with popularity across Asia & Latin America. Thai government actively promotes
its 5Fs strategy, ie, Food, Film, Festivals, and Fighting (Muay Thai), aiming to boost tourism
& Thai culture. Thailand’s beaches, cultural festivals, and exquisite cuisine have brought
32.40 million international visitors in 2024.
5) China: Tech, Language, & Belt & Road Cultural Exchanges
Some of the most influential factors of China are its technology, gaming, & Infrastructure.
There are over 1 billion active users on TikTok in 2024, allowing influence over trends globally. Over 160 countries have Mandarin language and culture outreach programs
facilitated by Confucius Institutes.
Conclusion
Asia’s rising soft power has brought about a balance in the global sphere of influence. The
Western predominant norms, culture, & beliefs, which were followed over as a trend &
symbolised growth & development, are now transforming due to emerging asian influence.
Soft power allows Asian nations various strategic advantages by offering the ability to
influence without resorting to coercive means and to build trust amid uncertainty to maintain
global engagement, even in a volatile political environment. It serves as a sustainable path for building trust, forging meaningful partnerships, effective communication, & ensuring long-term relevance in this era of geopolitical volatility & diplomatic unpredictability.
About the contributor: Ridhi Nighozkar is currently a Graduate Student from Mumbai, India. She is a fellow of DFPGYF Diplomacy, Foreign Policy & Geopolitics Youth Fellowship- Cohort 2.0.
Disclaimer: All views expressed in the article belong solely to the author and not necessarily to the organisation.
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Acknowledgement: This article was posted by Shivashish Narayan, a visiting researcher at IMPRI.
