This piece is part of the Argentine-Chinese Chamber of Commerce’s monthly column in the Buenos Aires Herald.
Soft power is a concept developed by Joseph Nye that refers to a state’s ability to influence others through interest and affinity, rather than resorting to the economic or military coercion characteristic of hard power.
This influence can be built through culture and customs, with the aim of encouraging others to want to learn about, consume, and adopt elements of a society.
In an increasingly connected world, culture has become a key tool for building that influence.
Some countries have fully grasped the potential of soft power.
