Recent reflections on the article The Future of Soft Power highlighted major shifts in global cultural influence. The concept, developed by Joseph Nye, emphasized attraction through culture rather than coercion through force. While the United States once led this approach through diverse cultural expression, its influence has declined in recent years. In contrast, South Korea has strengthened its global presence through long-term investment in creative industries, leading to the worldwide success of K-pop and cultural branding. Bhutan has advanced a distinct model of influence by promoting Gross National Happiness as a national philosophy and international framework. These cases demonstrate how sustained cultural strategies shape global engagement and civic perception.
