How ASEAN is Shaping Its Global Identity
Bushra Naheed
Rawalpindi: In an era where perception often dictates influence, public diplomacy has emerged as an indispensable tool in shaping international relations.
It is not just about governments talking to each other; it’s about nations engaging with the people of other countries to build trust, understanding, and a favorable image. At the heart of this is cultural diplomacy—a vital strand of public diplomacy—that draws on a nation’s cultural richness to connect across borders.
Historically, cultural diplomacy sought to promote mutual understanding among nations. Today, it has become a calculated strategy for advancing national interests and enhancing soft power. This transformation became particularly pronounced during the Cold War and has resurfaced in importance in today’s interconnected world.
When we turn our focus to Southeast Asia, the role of cultural diplomacy acquires a distinct character. The ten member states of ASEAN have embraced this approach in varying forms to foster goodwill, encourage collaboration, and project a more positive regional image. Through shared cultural exchanges, arts, media, and people-to-people interactions, ASEAN countries are not only deepening regional ties but also redefining their standing on the global stage.
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Take South Korea, for instance—although not a member of ASEAN, it provides a compelling model. Its government recognized early the global appeal of Korean entertainment and invested heavily in its development.
The result? The Korean Wave, or Hallyu, which has propelled the country’s soft power and reshaped global perceptions of Korea. Contrast this with North Korea, where the absence of meaningful public diplomacy has cemented its image as an isolated, repressive regime.
Before diving deeper into ASEAN, it’s crucial to acknowledge that culture lies at the core of every nation’s identity. It can unite, inspire, and communicate a nation’s essence—but it can also be a source of division when mismanaged. Culture encompasses not only arts and traditions but also the values, institutions, and social behaviors of a people.
It’s equally important to draw a clear line between public diplomacy and propaganda. Often misinterpreted as two sides of the same coin, they differ fundamentally. Public diplomacy is grounded in mutual respect and listening—it seeks to build bridges through dialogue. Propaganda, in contrast, is one-way communication, frequently blind to nuance and uninterested in feedback. Where public diplomacy listens and learns, propaganda merely speaks.
Several ASEAN countries are now recognizing the need to engage more authentically with global audiences. By investing in music, cinema, and digital platforms, these nations are creating cultural exports that not only entertain but also inform and influence.
Thailand is one example worth highlighting. Its entertainment industry, especially dramas and music, is gaining international traction. Notably, Thailand’s inclusion of LGBTQ+ narratives in mainstream media has attracted praise worldwide. While such representation has drawn criticism in more conservative regions, it illustrates how cultural openness can spark dialogue and shift perceptions.
Japan’s experience also offers valuable lessons. Its post-WWII cultural diplomacy, especially through anime and digital art forms, helped reshape its international image. South Korea’s strategic cultural investments have yielded similar results, further showing how cultural exports can be leveraged to foster goodwill and boost national branding.
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So, can Southeast Asia reinvent its global identity through cultural diplomacy? I argue, without hesitation, yes.
We are living in what many call the “Asian Century.” This isn’t just a nod to economic growth—it’s a recognition of Asia’s rising cultural, political, and social influence. Southeast Asia, in particular, is uniquely placed to harness this momentum. The region boasts a mosaic of traditions, languages, and histories—rich resources for soft power. With careful investment and authentic storytelling, ASEAN can emerge as a cohesive and influential cultural bloc on the world stage.
That said, progress across the region remains uneven. Countries like the Philippines, Vietnam, Malaysia, and Indonesia are making strides but still lag behind regional frontrunners in fully capitalizing on cultural diplomacy.
China presents a contrasting case. Despite its global economic heft, its tightly controlled political system and limited space for grassroots cultural expression have undermined its soft power efforts. Initiatives like the Confucius Institutes are often seen as extensions of state control, lacking the authenticity that underpins successful public diplomacy.
ASEAN also faces the geopolitical challenge of navigating between two competing giants: the United States and China. In response, many Southeast Asian nations have adopted a hedging strategy, balancing relations to gain maximum advantage while avoiding entanglement. While pragmatic, this approach sometimes impedes deeper regional integration and a stronger collective identity.
Still, I remain optimistic. Southeast Asian countries are increasingly aware of the power of culture as both a mirror and a megaphone. Their pride in their heritage, openness to diverse narratives, and commitment to showcasing local talent are laying the foundation for a renewed global identity.
In the years ahead, ASEAN’s cultural diplomacy has the potential to do more than shape perception—it can build lasting influence. The region’s vibrant cultures, when projected with sincerity and strategic intent, can transform not just how Southeast Asia is seen, but how it leads.
The article is the writer’s opinion, it may or may not adhere to the organization’s editorial policy.
Bushra Naheed is an international relations student at Fatima Jinnah Women University (FJWU), Rawalpindi.
