Singapore Emphasizes Soft Power as Critical for Small Countries

Singapore has long recognized the importance of soft power for small nations to project influence on the global stage. As a small nation, Singapore has leveraged its soft power and branding to punch above its weight in international affairs. According to a recent commentary, Singapore can further enhance its soft power in several ways.

One approach is to develop more recognizable corporate brands and innovations associated with Singapore, such as Singapore Airlines, Charles & Keith, Razer, and Grab. By promoting Singaporean achievements in various domains, including Nobel Prizes, Fortune 500 CEOs, Olympic champions, and renowned artists, the country can strengthen its global reputation.

Singapore can also position itself as a leader in sustainability innovation, complementing its existing strengths in economic success, infrastructure, governance, and public safety. These factors have already made Singapore a preferred venue for international events and a global business hub, with its Nation Brand Strength ranking 10th globally.

The emphasis on soft power is not unique to Singapore. Several U.S. ambassadors to Southeast Asian countries have discussed the competition between the U.S. and China in the region, noting that ASEAN states prefer to maintain a balanced relationship with both powers. These countries engage in 'bamboo diplomacy' to avoid having to choose sides, leveraging the geopolitical competition to their advantage.

The U.S. has focused on reconciliation and addressing legacy issues from the Vietnam War to build trust and confidence with ASEAN states. This diplomatic engagement highlights the importance of soft power in the region.

Why this matters: Singapore's emphasis on soft power underscores the critical role of diplomacy and cultural influence for small countries in an increasingly complex geopolitical landscape. As global powers compete for influence, smaller nations must navigate these challenges strategically to maintain their autonomy and advance their interests.

Singapore's success in leveraging soft power serves as a model for other small countries seeking to enhance their global standing. By investing in its brand, promoting its achievements, and engaging in skillful diplomacy, Singapore has demonstrated that size is not a limiting factor in shaping the international order. As one U.S. ambassador noted, "Small countries in Southeast Asia are leveraging the geopolitical competition between the U.S. and China to their advantage, and soft power and diplomatic engagement are critical for their foreign policy."

Key Takeaways

• Singapore leverages soft power to project global influence as a small nation.
• Promoting Singaporean brands, innovations, and achievements boosts its global reputation.
• Singapore positions itself as a leader in sustainability innovation and a global business hub.
• ASEAN states engage in 'bamboo diplomacy' to balance relations with the U.S. and China.
• Soft power and diplomatic engagement are critical for small countries to maintain autonomy.