Singapore is already widely known and admired abroad, but its soft power can be significantly enhanced, says the Lee Kuan Yew School of Public Policy’s Terence Ho.
A boat cruises on the water in the central financial business district area in Singapore on Apr 2, 2024. SINGAPORE: In his book in 1990, American political scientist Joseph Nye popularised the concept of “ soft power ”, referring to a nation’s international influence arising from attractiveness or appeal, in contrast to “hard power” rooted in military or economic strength., there is much to be said for soft power which enables countries to project influence without force.
According to the Brand Finance report, Singapore"serves as the business hub of Southeast Asia and is renowned for its world-class education, healthcare, transport, and low crime levels. These factors, paired with the nation’s unwavering political stability and commitment to its economic strategy, firmly position Singapore among the world’s strongest Nation Brands”.
The Supertrees at Gardens by the Bay as dusk settles over the city skyline in Singapore, on Jul 17, 2023. are world-renowned, Singapore has fewer well-recognised commercial brands compared with other small countries such as Sweden and Switzerland. One reason is the relative dearth of Singapore companies in consumer-facing sectors.A stronger association of such brands with Singapore would boost the nation’s own branding, in turn benefitting all firms that ride on the Singapore brand.
Smaller nations, in particular, can gain outsized mindshare from such personalities. For instance, Serbian tennis star Novak Djokovic and Lord of the Rings filmmaker Peter Jackson from New Zealand have raised the international profile of their respective countries.
Commentary: Singapore was built on Lee Kuan Yew’s ideas - which are still relevant today and which are not?
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