Every country’s foreign policy has two dimensions. One is hard power—military and economic strength. The other is soft power—the cultural influence that wins hearts without firing a single shot. In today’s world, where technology has compressed distances, cultural diplomacy is no longer a choice; it has become a national necessity.

Propaganda vs. Reality

Global media often presents a selective—and frequently negative—image of developing countries. The only effective way to counter this perception is through cultural diplomacy. When we showcase our films, handicrafts, and Sufi poetry to the world, we tell a different story: that we are not merely a country appearing in headlines, but heirs to an ancient and living civilization.

Culture: The Global Ambassador of Peace

Political negotiations can often reach a deadlock, but art and culture never stop moving forward.

• Music and Art: Platforms like Coke Studio have proven that Pakistani music resonates just as powerfully beyond borders as it does at home.
• Sports: Cricket and other sports create people-to-people connections that even the largest conferences fail to achieve.
• Gastronomy: Pakistani cuisine has become an identity from London to New York. This “food diplomacy” subtly attracts people toward us.

A Source of Economic Stability

Cultural diplomacy has a direct impact on a country’s economy. When a nation becomes a brand:

• Tourism increases (as Türkiye boosted tourism through its television dramas).
• Foreign investment grows, as investors place greater trust in a peaceful and culturally rich country.
• Demand for exports rises.

“Culture is the bridge built over the gulf of hostilities so that generations may reach one another.”

The Call of the Time

Pakistan urgently needs a structured cultural policy, under which our embassies do not remain mere visa offices but transform into cultural centers. We must give our poets, writers, painters, and artists the place they deserve on the global stage. According to Sadat Chaudhry, if we fail to spread the fragrance of our culture across the world, the poisonous propaganda spread by others will define our identity.

We must remember: wars may be won with weapons, but hearts are won only through culture and ethics.