soft power
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Observation
Countries use cuisine and culture for soft power but often forget their most important asset. Tyler Brûlé asks why nations aren’t building their brands around the simple concept of excellent service.
Expo 26: In for the high jump
Inspired by the Commonwealth Games, Portugal created the Jogos da Lusofonia. In a world of soft power, athletes are the new ambassadors for nations of the former Portuguese empire.
Art attack
Today most countries prefer to assert their international identity with artists not armies. We profile the cultural missions of four countries out to win friends with dancing dragons and alternative art.
Soft focus
Since the fall of the Wall, Germany’s foreign office has become a master of gently promoting ‘Brand Germany’, with Berlin as the jewel in its decidely understated crown.
Dungaree diplomats
When a flood devastates Uganda or an earthquake strikes Pakistan, Germany’s THW gets some of the first aid workers on the ground. Mostly volunteers, they are part of Germany’s soft power arsenal.
A better blueprint
Monocle’s 10 manifestos for the year ahead offer solutions for everything from urban renewal and education to soft power and healthcare, providing a blueprint for re-engaging communities and creating better cities.
Soft central
Even Moscow now courts persuasion over coercion. Monocle's third annual Soft Power Survey ranks nations by charm, culture and clout — revealing who wields influence best, and who squanders it.
The power of three
When Monocle published a lighthearted idea encouraging Brazil, Sweden and Turkey to work together, its message reached their capitals. We brought together the three foreign ministers for this issue’s round table series.
Observation
Over the Christmas season Monocle will be going up a gear rather than winding down. But of course we’ll still find time to enjoy a glühwein or two in St Moritz.
