Cultural diplomacy and nation branding assessing Pakistan’s soft power competitiveness in South Asia

Abstract

This study examined the role of cultural diplomacy in shaping Pakistan’s nation branding and assessed its soft power competitiveness within South Asia. Grounded in Soft Power Theory and Nation Branding Theory, the study adopted a mixed-methods convergent parallel design. Quantitative data were collected from 250 respondents using a structured questionnaire, while qualitative data were obtained through semi-structured interviews with 15 experts. Descriptive statistics, correlation, and regression analyses were employed for quantitative data, whereas thematic analysis was used for qualitative findings. The results revealed significant positive relationships among cultural diplomacy, nation branding, international reputation, and soft power competitiveness. Nation branding emerged as the strongest predictor of soft power performance. Qualitative findings highlighted Pakistan’s cultural heritage, tourism resources, creative industries, and diaspora as key soft power assets, while institutional barriers and global stereotypes remained major challenges. The study recommends strengthening cultural diplomacy, digital engagement, and strategic nation branding to enhance Pakistan’s regional and global influence.