Exploring the Impact of Cultural Diplomacy on Governments and Nations
By the 2010s, Thai restaurants had become as ubiquitous as McDonalds, and chances are you’ve savored a Pad Thai. What may seem like a coincidental rise in Thai culture is, in fact, a strategic effort by Thailand to shape its image through Nation Branding. With nearly 90% of countries dissatisfied with how they are perceived abroad, and an increasingly interconnected world, the perception of a nation’s brand is becoming increasingly vital.
Launched in the early 2000s as the “Global Thai” program, Thailand’s government created loans and investments for Thai entrepreneurs to open abroad. It led to a remarkable increase in the number of Thai restaurants globally, growing from 5,500 in the early 2000s to approximately 17,500 by 2023.
As of 2024, there are estimated to be over 150 million K-pop fans globally, highlighting the genre’s immense popularity as a South Korean export.
While St. Patrick’s Day initially evolved organically as a cultural and religious holiday, over time Irish government and tourism authorities have strategically embraced and promoted St. Patrick’s Day as a means to enhance Ireland’s global image.
As of 2024, Japan is now considered the most admired country on earth – the first country apart from Germany or the United States to reach this position.
Countries worldwide are leveraging cultural exports—such as cuisine, music, and economic initiatives—to enhance their global image. Qatar is no exception, partnering with NJI UK to launch a 360-degree campaign. With 749 million impressions across five global markets, the campaign began by addressing a crucial question: What shared misconceptions exist about Qatar?
Although soft power tactics can be challenging to quantify, Nation Branding is meticulously tracked through the annual Anholt-Ipsos Nation Brands Index (NBI). This index evaluates global perceptions of countries across six dimensions: Exports, Governance, Culture, People, Tourism, and Immigration and Investment.
What are our shared misconceptions about Qatar?
Research revealed that many audiences viewed Qatar through a lens of misunderstanding, often linking it to cultural challenges or regional safety concerns. To challenge those narratives, we countered with a campaign built on humanity.
In partnership with EMMY Award winning director Dean Alexander, we focused on select stories of extraordinary Qataris, with each connected through epic visuals inspired by the traditions, colors, and culture of the country.
Pairing each story profile with a specific economic pillar—such as art, culture, food, or sport—allowed us to target audiences in relatable and impactful ways. For example, a profile of a world-class squash player was strategically featured in relevant platforms like GQ and highlighted through out-of-home advertisements near prominent squash courts.
The ‘Look Closer’ campaign paired four extraordinary Qataris each with a designated economic pillar.
In addition to targeted localization, we prioritized curiosity by crafting campaign ads in the style of short films. They were cinematic and captivating, breaking away from traditional advertising norms. Qatar was not mentioned or revealed until the very end, and branding was subtle, avoiding the overt promotional methods typical of tourism campaigns. This approach diffused preconceived notions and encouraged audiences to connect with the stories through a fresh, unbiased perspective.
We further amplified curiosity through the visuals themselves. Each video was crafted to captivate both with and without audio, offering tantalizing, glimpses of extraordinary or thought-provoking moments—like a squash player levitating, a symphony of spices exploding, or reflective art installations in the desert. This intentional visual elevation drew audiences, stopped the scroll, and left them wanting more, achieving an impressive average video completion rate of 81.32%.
Piccadilly Lights is one of most recognizable icons in London, and usually a DOOH experience for commercial giants like Lego, Coca-Cola, and Hugo Boss. Our campaign subverted this consumer expectation and projected individual stories, not products.
Pictured: the Campaign live at Callao Lights in Spain. The campaign localized every story into relevant translations, across English, French, Spanish, and Korean, to remove any barrier to entry.
Behind the scenes, Dean Alexander and the NJI team delved deeply into each story profile, conducting interviews, creating storyboards, and spending extensive time—often days—immersed in their world.
Nation Branding is more than designing logos or promoting destinations—it is about shaping narratives and building authentic connections with the global community. By leveraging cultural diplomacy—the ability to attract and co-opt rather than impose—nations can transform perceptions and foster trust. As the global landscape becomes more interconnected, investing in authentic storytelling and cultural insight is not just valuable—it’s essential for fostering trust and building meaningful international relationships.
