Pakistan must incorporate soft power into its foreign policy and diplomacy to enhance its global influence, former envoy Dr. Maleeha Lodhi emphasized.
Speaking at a discussion with historian Dr. Dushka Saiyed, hosted by the Asia Study Group in Islamabad, Dr. Lodhi described soft power as the ability to attract and persuade, distinguishing it from hard power, which relies on military and economic strength. She explained that a nation’s soft power stems from its culture, values, and foreign policy approach.
“Many nations, including global powers, effectively harness soft power to expand their influence and diplomatic reach,” she stated. “In today’s multipolar world, where power is more widely distributed, the role of soft power has become increasingly vital.”
Dr. Lodhi highlighted four key reasons why soft power is more relevant than ever: the global shift towards multipolarity, an increasingly competitive international landscape, the growing impact of foreign public opinion on a country’s image, and the digital age’s ability to amplify positive narratives on a global scale.
Ex-envoy Highlights Role of Art, Music, and Literature in Shaping International Perception
Branding is an essential tool in modern diplomacy, she noted, adding that countries strategically use art, music, and literature to cultivate a favorable global image. Drawing on her experience in both bilateral and multilateral diplomacy, Dr. Lodhi explained how public diplomacy initiatives could reshape narratives and drive diplomatic success.
Reflecting on her time at the United Nations, she shared how she utilized cultural diplomacy to bolster Pakistan’s electoral support in UN elections.
She recalled organizing concerts at the UN featuring Rahat Fateh Ali Khan and the Sachal Jazz Ensemble, along with hosting a Pakistan street food festival and an Eid celebration. Additionally, two film festivals in New York, backed by the Pakistani community, helped showcase a positive image of the country.
“Soft power is about winning hearts and minds,” Dr. Lodhi remarked. In an era where perception influences policy outcomes, Pakistan must prioritize public diplomacy to effectively advance its foreign policy goals.
