Workshop: Soft Power in Comparative Perspective

In the aftermath of the Cold War, middle powers such as Germany and emerging actors in the Arab world – particularly the United Arab Emirates (UAE) and Saudi Arabia – have increasingly employed cultural diplomacy as a central pillar of their foreign policy strategies. Possessing significant economic, political, and cultural resources, these states have used soft power not as a substitute for material strength, but as a complementary means to shape global narratives, foster cross-cultural understanding, and advance national interests in an interconnected world.

Germany’s Goethe-Institut network represents a well-established model of institutionalized cultural diplomacy, promoting the German language, culture, and intellectual traditions across continents. Similarly, the UAE has positioned itself as a cosmopolitan cultural hub through global initiatives such as the Dubai Expo, the Louvre Abu Dhabi, and extensive investments in education and the creative industries. Saudi Arabia, in turn, has sought to expand its cultural and religious diplomacy, combining traditional sources of influence with new initiatives aimed at diversifying its global image under Vision 2030.

Despite their growing prominence, the cultural diplomacy strategies of middle powers remain understudied in comparative perspective. This transdisciplinary workshop organized by AGYA member Mujtaba Isani in cooperation with TRENDS Research & Advisory Abu Dhabi seeks to fill this gap by exploring how Germany and leading Arab middle powers conceptualize, implement, and evaluate their soft power initiatives. Drawing on interdisciplinary insights from cultural studies, sociology, political science, and international relations, the discussion will examine how historical experiences, political systems, and cultural legacies shape their distinctive approaches to global engagement. The workshop aims to foster dialogue among scholars and practitioners to identify innovative pathways for middle powers to exercise influence and cooperation in an evolving multipolar world.