Cultural diplomacy and soft power of China: Theory, strategy and application in South East Asia

This paper examines the expansion of China's influence beyond economics into culture and ideology, focusing on its state-led cultural diplomacy in Southeast Asia, a region of critical strategic importance. Adopting a qualitative approach that utilizes case studies and empirical data, the research analyzes the mechanisms and motivations behind China's soft power strategy. The findings reveal that these initiatives are distinctly state-centric and frequently aligned with immediate economic or political goals. While this strategy has successfully established a notable cultural presence for China in the region, it is simultaneously hampered by significant challenges in building genuine trust and persuasive appeal. The paper concludes that the effectiveness of China's soft power is ultimately constrained by these issues, casting doubt on the long-term sustainability of its approach. These findings offer crucial insights for policymakers, suggesting that a more organic, trust-based approach is necessary for long-term success and informing how regional nations can formulate effective engagement strategies.