MORE and more, a country’s diplomacy focus has shifted to promoting its cultural aspects — food, fashion, songs and dances — abroad.
These are offered as an important part of its cultural diplomacy, which is not only internally generated, but is more impactful.
In the longer term, however, for countries like Malaysia, there are limits to what it can do with cultural diplomacy.
Hard diplomacy, on the other hand, is premised on the serious business of engagement, negotiations and agreement with foreign governments and people. In the midst of an uncertain world, such things are considered external in nature. As a result, hard diplomacy is now given second place by many countries.
Among countries that have succeeded in a big way with cultural diplomacy, two have stood out. They are Japan with its animation classics and manga, and South Korea with K-pop and television dramas. The latter has gained huge support from young viewers in South America and Eastern Europe.
Although not touted as official policy, steps have been taken to sell Malaysia culturally through activities in the United Kingdom, Peru and Cambodia.
The Malaysia Fair in London is an annual affair and a must-attend for locals. Food, fashion, songs and dances are the main fare on show and for the palate. London has a traditional base to attract visitors since there are many living in the city and in surrounding areas, besides the local population, who have a connection to Malaysia.
London has also been used by singers, artists and fashion designers to promote Malaysian culture to British audiences, for example, singing stints by the late Sudirman and later, Siti Nurhaliza, at the Royal Albert Hall.
The two made their names internationally from their appearances in London.
Malaysian diplomats too have promoted their culture in the countries they served in.
Over the years, through their efforts, Malaysian artists have exhibited their works in Germany, France, Spain and the UK.
Malaysian films and dance dramas presented in Ottawa, Canada, and in Madrid, Spain, received much acclaim from locals.
Most recently, two initiatives to familiarise our culture abroad took place in Peru and Cambodia.
In Peru, through the Malaysian embassy, popular and patriotic Malaysian songs were aired on radio in Lima, the capital city. The one-hour morning slot featured singers like P. Ramlee, Saloma, Siti Nurhaliza, Alleycats, Sudirman, Sharifah Aini and Yuna.
The occasion was to honour the visit of Prime Minister Datuk Seri Najib Razak, who was attending the Asia-Pacific Economic Cooperation summit in Lima. The programme will create a big impact for Peruvians to know Malaysian songs and music.
In Cambodia, a group of youth led by Youth and Sports Minister Khairy Jamaluddin volunteered to build a kindergarten in a village.
Such action complemented other humanitarian activities engaged in by Malaysian volunteers in Palestine and Calais, France.
These are all contributions to developing better cultural understanding between Malaysia and other countries.
DR Azhari-Karim,
Kuala Lumpur