Arts and culture have been integral to our country’s development.
Not only do they provide us with entertainment, information, and inspiration, but they have also been agents of social change.Nation branding has been an advocacy of mine for a number of years now. Even before the pandemic, I was already calling on government agencies and business leaders to collaborate and lay the groundwork for a strong and defined Philippine brand that could raise our profile in the international community, strengthen our position, and make us a viable global player.
A concept introduced by political scientist Joseph Nye in the 1980s, soft power can help a state influence others by appealing to their ideals. Its currency, according to Nye, includes culture, political values, and foreign policies. When we look at the case of the Philippines, there are some similarities and also a lot of differences between where we are now and where Japan and Korea were prior to developing their nation brands. We definitely have creative talents and a rich tradition of arts and culture that we can be proud of. Our youth are also very connected to what’s happening internationally, thanks to the internet.
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