In today's era of Great Power Rivalry, Malaysia finds itself in the crosshairs of competing superpowers, yet it possesses a unique diplomatic toolkit to navigate these turbulent waters. As China's assertiveness grows in the South China Sea, Malaysia faces the challenge of securing its interests without getting steamrolled by Beijing's ambitions.
The Kancil, or mouse deer, is a beloved character in Malaysian folklore, is an apt metaphor for Malaysia's potential to navigate the power struggles of the 21st century, not by being the strongest, but by being the smartest.
Enter Kancil Diplomacy —a strategy rooted in the cleverness of the mouse deer from Malaysian folklore, known for outsmarting much bigger foes.
Malaysia, like the Kancil, doesn't need to be the strongest player in the room, but it can be the smartest, leveraging its soft power and strategic positioning to avoid direct confrontation while playing both sides. Rather than openly siding with the U.S. in its quest to contain China, Malaysia can maintain its non-aligned stance, skilfully balancing relations with Beijing for economic gain while deepening security ties with Washington and regional allies like Japan and Australia. This approach allows Malaysia to overcome the traps of great power rivalry, using its multilateral diplomacy, cultural influence, and
ASEAN leadership to remain agile and resilient in a world dominated by larger powers, while safeguarding its sovereignty and economic future.
Malaysia's Potential as a Soft Power Leader
Malaysia, a country known for its vibrant cultural mosaic and pragmatic diplomacy, sits at a unique geopolitical crossroads in Southeast Asia. As China's power looms large in the South China Sea, Malaysia has a remarkable opportunity to flex its soft power.
Malaysia's soft power strategy, embodied in Kancil Diplomacy, has the potential to navigate through the turbulent waters of international politics without resorting to direct confrontation. By using its strengths in diplomacy, culture, education, and ASEAN leadership, Malaysia can position itself as an influential middle power that deftly manages tensions, while advocating for peace, stability, and cooperation in the South China Sea and beyond. The symbolism of the Kancil—cunning, resourceful, and always one step ahead—captures the essence of Malaysia's potential soft power approach, offering a path to counterbalance Chinese aggression without direct conflict.
First, Malaysia's unique identity as a moderate, multicultural, Muslim-majority nation gives it a soft power advantage that many countries envy. This isn't just about religious diplomacy or trade; it's about cultural clout. Malaysia is well-positioned to bridge divides, whether between the West and the Islamic world or between China and the U.S. Its tradition of non-alignment and balanced diplomacy, dating back to the Non-Aligned Movement, allows Malaysia to maintain dialogue with competing global powers without being overly dependent on either. This makes Kuala Lumpur an ideal broker for regional peace and cooperation, especially within ASEAN, where Malaysia can continue to lead on issues like maritime security and economic integration.
Malaysia also has a cultural ace up its sleeve. Its rich blend of Malay, Chinese, Indian, and indigenous traditions allows for a powerful form of cultural diplomacy, whether through arts, education, or even food. This is not just soft power in the abstract; it's a tangible asset that resonates throughout Southeast Asia and beyond. Malaysia's leadership in Islamic finance and the Halal economy further strengthens its position as a bridge between different worlds, amplifying its influence across Muslim-majority nations.
Malaysia's softpower and the case for Kancil Diplomacy
But Malaysia's real soft power move could lie in its ability to balance competing powers like the U.S. and China with the agility of the Kancil, avoiding direct confrontation while maximising its geopolitical leverage. Like Kancil outsmarting a tiger, Malaysia can continue to play the role of a smart mediator, advocating for multilateral dialogue through ASEAN, and ensuring that smaller nations aren't forced into a binary choice between bandwagoning with China or balancing against it with the West.
The beauty of Kancil Diplomacy is that it's about smart alliances and subtle influence. Malaysia doesn't need to pick sides in the great power competition; it just needs to create a web of partnerships—within ASEAN, and with non-aligned powers like Japan, Australia, and South Korea—that reinforces its strategic autonomy. As the Kancil might do, Malaysia should team up with these regional actors to enhance its influence and avoid the trap of being drawn into the orbit of any one great power.
In a world where information is power, Malaysia can also deploy its soft power by engaging in public diplomacy. Kuala Lumpur can use its voice on global issues like climate change, education, and sustainable development to win the "hearts and minds" of not just Southeast Asians, but the broader international community. This kind of leadership isn't just about acting locally—it's about thinking globally, positioning Malaysia as a progressive, forward-looking player on the world stage.
So while China builds islands and flexes its military muscle, Malaysia can leverage its own soft power arsenal, playing the long game. Kancil Diplomacy is about finesse, not force. By building coalitions, advocating for dialogue, and using cultural and economic influence, Malaysia can outmanoeuvre larger powers, shaping a future that respects regional sovereignty and cooperation. It's not about being the biggest or the strongest—it's about being the cleverest player in the room.
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Economist Samirul Ariff Othman is an adjunct lecturer at Universiti Teknologi PETRONAS (UTP), an international relations analyst, and a senior consultant with Global Asia Consulting (GAC). Samirul has background as a senior researcher at the Malaysian Institute of Economic Research. The viewpoints articulated are solely those of the author.