Japan, South Korea, Singapore, China make it to Soft Power 30 list

Singapore

By Ivan Lim
Contributor to AsiaN

Singapore: Singapore, which stole international limelight in 2018 for its successful hosting of the historic Trump-Kim summit, has been ranked 21^st in a 30-nation global survey on soft power for 2019.

Topping the list is France (80.28 points) while fellow Asian states Japan came eighth (75.71), South Korea 19^th (63.91) and China 27^th.

The Lion City kept its 2018 standing on the strength of its status as a global business hub in the survey by Portland Communications-University of Southern California Center on Public Diplomacy.

“Singapore’s global brand is really built on its economic model and by business-friendly environment,” said Mr Jonathan McClory, Portland’s general manager for Asia. “This has served Singapore well but there’s need to push beyond that.”

The stereotypical image of the “safe, clean and green” city-state is passé. True, the film Crazy Rich Asians drew attention of Western audiences to Singapore landmarks like Changi Airport, Garden by the Bay, Merlion Park and Marina Bay Sands.

And the Singapore Airlines Formula One night races, a highlight of premier sports calendar, put the Little Red Dot on world TV. However, on the key index of UNESCO World Heritage Sites, the Republic can boast only of the Singapore Botanic Gardens.

What Singapore is found wanting, South Korea scored on its world-acclaimed K-pop culture. Unfortunately, the high incidence of suicides, including celebrities Shinee Jonghyun in 2017 and Sulli on October 14 has cast a shadow over Hallyu (Korean wave.)

On a brighter note, efficient government is the strong suite of both Singapore and South Korea, particular in terms of digital connectivity and e-services.

Japan ranked the highest in Asia for its international leadership in successfully hosted the G-20 Summit in Osaka, which concluded with a communiqué reaffirming free and open trade amid the rise of anti-globalisation and protectionist tendencies.

Tokyo also won mileage for hosting the 2019 World Rugby Cup and for efforts to stage an eco-friendly and green 2020 Olympics. However, Tokyo has been faulted over gender equality and discriminatory practices, such as compelling woman employees to don high-heels at work.

It is not for want of trying that China finds itself at the bottom of soft power league. Instead, Beijing’s efforts sought to show its benign face through Confucius Institutes, the British Council and Alliance Francaise.

The institutes’ role in spreading Chinese culture and philosophy to foreign audiences in 140 countries has been overshadowed by geo-political problems: the trade war with the United States, Western criticism of its handling of the Qighurs in Xinjiang, tensions over Taiwan and Tibet, disputes over South China Sea and the anti-Beijing pro-democracy protests in Hong Kong.

The annual Soft Power 30 exercise compares the participating countries on the basis political institutions, diplomacy network, higher education system, attractiveness of economic model and digital engagement. It also polled 12,500 people across 25 countries for their views.