CULTURAL diplomacy is a constructive engagement to foster mutual understanding between countries. In the 1970s, taking advantage of the Sino-Soviet split, Washington had tactfully tested the waters by exploiting table tennis to initiate diplomatic relations with Beijing.
The strategy was subsequently known as ping-pong diplomacy and was a key turning point in Sino-American relations.
During the Cold War, cultural diplomacy was prominently employed to bridge the ideological gap between China and countries like the former Soviet Union, the United Kingdom and the United States.
Interestingly, instead of sports and prominent figures, Beijing was sending an animal as a gesture of friendship. It was then that panda diplomacy became Beijing's subtle strategy in normalising relations with an adversary country. The panda became the friendly face of Chinese diplomacy.
Unlike conventional diplomacy that requires government-to-government relations, cultural diplomacy is dealing with the people-to-people interaction in the respective countries. Simply put, cultural diplomacy is people-centric and ranges from education, film, animal and literature to sport.
In the context of Southeast Asia, the region has a diversity of cultures, ethnicities, religions and history. Acknowledging the role of literature, the Thai government, with generous financial contributions from the private sector, had introduced the SEA Write Award in 1979.
The purpose of this annual literature award is to strengthen esprit de corps among Asean member countries by celebrating a common literary heritage.
Based on the historical narrative, we are told how our ancestors had practised cultural diplomacy in ancient statecraft.
The tale of Princess Hang Li Po's marriage to Sultan Mansur Shah of Melaka serves as a classic example. It was a two-pronged strategy, securing the protection of China from the threat posed by the Kingdom of Siam, and consolidating the trade links between the two kingdoms.
On Nov 1, Foreign Minister Datuk Saifuddin Abdullah announced the appointment of two actors into the minister's office to oversee the agenda of cultural diplomacy.
In my opinion, the minister is culturally nonchalant by thinking film is the only platform for cultural diplomacy. Furthermore, our lukewarm film industry is not as developed as neighbouring countries like Indonesia and Thailand.
I would like to suggest two options of cultural diplomacy in engaging the major powers. The first option is that Wisma Putra must consider making use of our reputation as a badminton nation. Let us not forget, badminton is one of the world's most popular sports.
By taking this option, the government may establish a Malaysia-China exchange training programme for young talent from the two countries. As a sportsman with an excellent international status in badminton, Datuk Lee Chong Wei is the best person to oversee this initiative.
Malaysia and China will celebrate the golden jubilee of their relations in 2024. To commemorate this Malaysia can organise an annual badminton tournament, which can also involve other countries.
With millions of viewers possibly watching the tournament, it will tremendously elevate Malaysia's reputation in the eyes of the world as a mediator between West and East through the sport.
The second option is applying the art of gastro-diplomacy. Food has always been our cultural selling point to the West. Eleven years ago, the Malaysia External Trade Development Corporation carried out a campaign called the "Malaysian Kitchen for the World".
The campaign took top Malaysian chefs to demonstrate Malaysian culinary heritage at food fairs and food-tasting events. It also brought renowned global chefs to Malaysia to learn about our cuisine.
This campaign had received positive responses in New York and London, culminating in the setting up of a Malaysian night market festival in Santa Monica and Trafalgar Square.
Gastro-diplomacy can encourage the inflow of tourists into Malaysia. It will also strengthen bilateral relations between Malaysia and the respective countries.
Diplomacy is about the projection of an image of one's country in the international arena. In the age of geopolitical rivalry in the Indo-Pacific, cultural diplomacy will help us remain neutral and hedge our bets with major powers.
The writer is executive director of NADI Centre, a consulting firm focused on strategic policy research and advocacy