As geopolitical tensions simmer across the Indo-Pacific, China is increasingly deploying soft power—especially cultural influence—as a strategic tool to expand its presence in Asia. This growing push has sparked concern in Japan, which sees Beijing’s cultural diplomacy as not just a benign gesture of goodwill, but as part of a broader competition for regional leadership and influence.
China has dramatically expanded its investment in Confucius Institutes, state-sponsored cultural centers that promote Chinese language and heritage, across Southeast Asia. Beijing is also leveraging its entertainment industry, including cinema, music, and online platforms, to appeal to younger audiences in countries like Thailand, Indonesia, and Malaysia. These efforts are aimed at shaping perceptions and winning hearts in a region where historical ties and cultural pride run deep.
“China is using culture not only as an export, but as a means to shape narratives,” said a recent editorial in The Japan Times. “It is a subtle yet powerful form of diplomacy, particularly in countries that remain ambivalent about choosing between U.S., Chinese, or Japanese models of development.”
Analysts argue that while Japan has traditionally held strong cultural influence in Asia—thanks to anime, cuisine, fashion, and the legacy of its postwar economic miracle—it now faces the challenge of reasserting its cultural relevance in the face of China’s well-funded charm offensive.
The Chinese government has also tied cultural outreach to economic incentives, offering scholarships, training programs, and media partnerships that make acceptance of Chinese soft power financially attractive for regional governments and institutions. In contrast, critics argue that Japan’s cultural diplomacy has remained underfunded and reactive, despite its vast global appeal.
This growing cultural rivalry comes at a time when security tensions between Japan and China are rising, particularly in the East and South China Seas. But rather than escalating overt conflict, China appears to be playing the long game—using soft power to gradually shift public opinion and elite sympathies across Asia.
In nations like Cambodia and Laos, Chinese-sponsored cultural programs are now more prominent than their Japanese counterparts. Even in countries with historically strong ties to Japan, such as the Philippines and Vietnam, Chinese media and educational content are gaining ground.
To counter this trend, some Japanese officials have called for a revival of Japan’s own soft power strategy, including expanding the Japan Foundation’s global reach, promoting the Japanese language, and investing in digital media initiatives tailored to Southeast Asian audiences.
“Culture is a battleground—just not the kind we’re used to,” said Keiko Iizuka, a cultural policy expert based in Tokyo. “We’re not just competing over ships or trade anymore. We’re competing over stories, values, and influence.”
The concern is that if Japan does not act swiftly and strategically, it risks losing the cultural footing it spent decades cultivating. While Japan still holds strong popularity in many Asian societies, experts warn that soft power erosion is gradual and hard to reverse once public sentiment shifts.
As China’s cultural reach extends further, Tokyo is now under pressure to revitalize its soft power toolkit—not only to defend its influence, but to present a compelling alternative in the ongoing contest for Asia’s future.
Source: The Japan Times
