soft power
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Attaché cases
Whether tasked with Brand Ethiopia awareness in Brazil or South Korean commerce in the UK, there are unsung drivers of diplomacy. We meet them.
Strike up the brand
Greek prime minister Kyriakos Mitsotakis is rebranding his country — welcoming diaspora talent, foreign investment and start-ups while navigating tensions with Turkey and the aftermath of economic austerity.
Neutral beauty
Many countries aim to be like Switzerland, with its stability, affluence and exceptional services. But what does that really mean? For starters, it’s far more than ‘chocolate diplomacy’.
10 countries using their influence for good in 2020
Our annual survey judges which nations’ soft-power strengths make the grade.
Leading lights
An unlikely coalition government has put Austria on a new path. And even with an illustrious history to maintain, it is moving with the times.
Heart of Europe
Our editor in chief introduces our Austria special and reveals what kindled his love for the land.
Calling the shots
With a film industry shaped by its émigrés, Hungary is now a production hub. How is the country earning its starring role as the Hollywood of Europe?
Diplomacy
Japanese soft power in Washington, a Lithuanian war hero and Australia's soft power revival.
Follow the bear
Fluffy, furry mascots are everywhere in Japan but Kumamon has captured the nation’s imagination like no other. We explore his ‘very’ soft-power potential.
Meet the winners Soft Power Awards 2019
Ladies and gentlemen, welcome to Monocle’s Soft Power Awards. This year we’re celebrating those who are persuading the world in a subtler way.
