Borders Of Influence: Soft Power Diplomacy In A Fragmented South Asia – Analysis

 May 28, 2025  

By Yukti Gupta

Despite a rich tapestry of shared culture, religion and history, South Asia today remains a deeply fragmented region. Political rivalries, border disputes, and competing nationalisms continue to shape its strategic landscape. Yet, amid the tumult, one quiet force has begun to define regional diplomacy: soft power.

Soft power — the ability to influence others through appeal and attraction rather than coercion — is becoming an essential component of foreign policy in the subcontinent. From India’s cultural diplomacy to China’s language institutes and development outreach, soft power is shaping perceptions and altering alliances. This article examines how South Asian nations, especially India, deploy soft power, and whether it can transcend the region’s enduring divides.

India’s civilizational diplomacy

India’s soft power draws strength from its ancient civilization, vibrant culture and democratic ethos. Unlike economic or military leverage, this influence flows through ideas, heritage, media and people-to-people connections.

India’s religious and historical ties with Nepal, Bhutan, Sri Lanka and Afghanistan offer a foundation for engagement. Buddhist diplomacy, for instance, remains a cornerstone of India’s cultural outreach. Efforts to renovate historic temples in Sri Lanka and promote Buddhist sites in India to foreign pilgrims are key components of New Delhi’s soft power strategy. Beyond religion, Indian cinema plays an enormous role in shaping perceptions. Bollywood films and music remain wildly popular across borders, even in Pakistan and Bangladesh. This cultural export fosters familiarity and sometimes admiration for Indian society, softening political divides.

India’s development diplomacy has also been crucial. Through the Indian Technical and Economic Cooperation program, New Delhi provides scholarships, training and technical support across South Asia. India’s educational institutions, particularly in medicine and engineering, attract students from the region. At the same time, the Indian diaspora acts as informal ambassadors of Indian culture and values in countries like the Maldives and Nepal.

China’s expanding influence

While India has historically held cultural sway in the region, China is fast becoming a soft power rival. Its Belt and Road Initiative has placed it at the center of infrastructure and economic development in South Asia. But alongside highways and ports, Beijing is investing in education, media and language diplomacy.

Confucius Institutes have been established in Pakistan, Nepal, and Sri Lanka to promote Mandarin and Chinese culture. These institutions offer scholarships, training programs and student exchanges, enhancing China’s visibility and appeal. Chinese media outlets like CGTN and Xinhua now publish in multiple South Asian languages. Their coverage often frames China as a benevolent development partner, contrasting with Western portrayals of authoritarianism.

However, China’s soft power is complicated by perceptions of economic overreach. The leasing of Sri Lanka’s Hambantota Port and rising debt concerns in countries like Pakistan has triggered fears of “debt-trap diplomacy.” This undermines Beijing’s attempts to project a benevolent image, even as it continues to deepen ties through non-coercive means.

Small states, subtle strategies

Smaller South Asian nations have also adopted soft power strategies, not just to assert identity but to navigate between larger regional powers.

Bhutan, for example, champions its Gross National Happiness index as a model of holistic development, earning it international acclaim. Nepal leverages its status as the birthplace of the Buddha to promote cultural diplomacy with East Asia. Sri Lanka, with its rich Buddhist heritage and vibrant artistic traditions, positions itself as a cultural hub. Bangladesh has shifted its image from a disaster-prone country to a development success story. Its garment exports, cultural vibrancy and growing digital economy have allowed it to reposition itself on the global stage. Through literature, cuisine and sport, it is beginning to project an identity distinct from its historical ties to India. The Maldives, vulnerable to rising sea levels, uses climate diplomacy as a form of soft power. By championing environmental causes, it garners support and raises its profile internationally.

Roadblocks to regional integration

While soft power offers promise, it remains constrained by South Asia’s deep-rooted tensions.

India and Pakistan’s adversarial relationship has frozen cultural and sporting exchanges, often seen as vehicles for soft power. The South Asian Association for Regional Cooperation remains paralyzed, with regional cooperation shifting to subgroups like the Bay of Bengal Initiative for Multi-Sectoral Technical and Economic Cooperation.

Rising nationalism in several countries has also made soft power efforts politically sensitive. India’s initiatives are sometimes viewed with suspicion, seen as hegemonic or interfering. For example, anti-India protests in Nepal or backlash against Bollywood in Bangladesh reflect the fragility of cultural diplomacy in politically charged environments.

Moreover, India’s soft power efforts are often decentralized and inconsistent. Lacking a dedicated cultural diplomacy agency, initiatives are spread across ministries with little coordination. Unlike China’s state-backed campaigns, India’s approach is largely ad hoc, limiting its strategic impact.

Opportunities for a new approach

Despite the challenges, soft power diplomacy holds untapped potential in reshaping South Asia’s regional dynamics.

First, invest in shared cultural platforms. South Asia’s shared history can be harnessed through cross-border festivals, literary exchanges and collaborative art projects. Joint museum exhibitions or regional cinema festivals can create narratives of togetherness rather than division.

Second, prioritize youth and education. Establishing regional scholarship schemes, student summits and academic partnerships can forge generational connections. Universities can serve as incubators of regional integration, where future leaders learn to collaborate across borders.

Third, empower civil society. NGOs, media, artists and local organizations often operate below the radar of high politics. Supporting people-to-people diplomacy through grassroots initiatives and digital storytelling can circumvent the barriers posed by state-to-state tensions.

Finally, institutionalize soft power strategy. India in particular needs a centralized body—like a “South Asia Cultural Council”—to streamline efforts, plan long-term, and respond flexibly to political developments. Training cultural attachés and investing in regional language diplomacy can enhance credibility and effectiveness.

A bridge over troubled waters?

In a region often defined by military standoffs and political deadlocks, soft power offers a subtle but effective means of engagement. It appeals not to fear, but to fascination; not to authority, but to aspiration. India, with its civilizational depth and democratic diversity, is uniquely positioned to lead this effort—but only if it treats neighbors as equals rather than satellites. China’s rise has prompted a recalibration of regional alignments, but its soft power remains constrained by suspicion and limited people-to-people resonance. The future of South Asian diplomacy may not be written in treaties or summits, but in classrooms, cinemas and cultural corridors. If borders continue to divide, influence may still unite.

In the end, the power that changes minds and wins hearts may do more for regional peace than armies ever could.

Yukti Gupta

Yukti Gupta is an Assistant Professor of Political Science at JECRC University, Rajasthan (India) and a Ph.D. scholar at Banasthali Vidyapith, Rajasthan (India). A published researcher and Young Leaders for Active Citizenship Fellow (New Delhi), her work focuses on soft power, diplomacy, and governance. She is a frequent speaker at national and international forums. Ms. Gupta can be contacted at guptayukti51@gmail.com