“Let me make the songs of a nation, and I care not who makes its laws,” wrote Scottish patriot Andrew Fletcher in 1703 - an enduring insight into the power of cultural influence. In today’s interconnected world, nations are turning to art, cinema, music, and performance as strategic tools in international diplomacy.

UAE: The Dome That Speaks Diplomacy

The Louvre Abu Dhabi, opened in 2017 under a UAE–France agreement, is a tangible embodiment of cultural diplomacy. Designed by Jean Nouvel, its iconic dome shelters works by Da Vinci, van Gogh, and Ai Weiwei alongside regional masterpieces—creating a universal narrative under one roof. Welcoming over 1.2 million visitors in 2023 and surpassing 1.4 million in 2024, Louvre Abu Dhabi has attracted significant international attention—84 percent of its visitors came from abroad in 2024. 

Complementing this, Dubai’s creative hubs - Alserkal Avenue and Art Dubai - hosted more than 450 events in 2023, fostering regional talent and international exchange . These institutions signal the UAE’s ascent as a global cultural destination.

South Korea: K Wave, K Diplomacy

South Korea’s ascent as a cultural superpower - Hallyu - illustrates the efficacy of soft power. The global triumphs of BTS, Parasite, and Squid Game are not happenstance. In 2021, cultural exports - spanning music, TV, film, and other content - surpassed $10 billion, according to the Ministry of Culture, Sports and Tourism. That same year, K-drama Squid Game reached 142 million Netflix households in its first four weeks, reigniting global interest in Korean storytelling. 

BTS alone contributes billions annually and attracts one in thirteen foreign visitors to Seoul. These figures reflect more than commerce - they represent an intentional projection of national identity through popular culture.

France: Cultural Resonance Through Institutions

France’s soft power lies in its enduring commitment to arts and education. With over 1,200 state-supported museums and the Institut Français operating across 96 countries, France places cultural diplomacy at the center of its international strategy . Victor Hugo captured this ethos: “A day will come when there will be no battlefields, but markets opening to commerce and minds opening to ideas.” Louvre Abu Dhabi is one of the proud heirs of this vision, bridging Eastern and Western art under a shared heritage.

Ukraine: Defiance in the Face of War

Culture in Ukraine has become a vehicle of resistance. At the Venice Biennale 2022, the pavilion This is Ukraine: Defending Freedom opened with President Volodymyr Zelenskyy’s address:

“There are no tyrannies that would not try to limit art. Because they can see the power of art.” 

Curated amid blackouts and conflict, the exhibit drew global media attention, demonstrating how art can elevate human resilience and influence international solidarity.

Monaco: Small Nation, Big Intent

Monaco leverages culture to enhance its global image. Institutions such as the Monte-Carlo Ballet, Monte-Carlo Opera, and Fondation Prince Pierre underline its cultural ambitions. In July 2024, Monaco hosted the second Ocean Space Forum at its Oceanographic Museum, uniting marine and space science in preparation for the UN Ocean Conference. His Serene Highness Prince Albert II stated: the event “illustrates how space data can be a valuable tool for ocean health and sustainability”.This initiative positions Monaco at the intersection of culture, science, and diplomacy.

The Power Behind the Performance

Political scientist Joseph Nye, who introduced the concept of soft power, once reflected on a remark from a young Czech student: “The best propaganda is not propaganda.” By investing in art, museums, music, and cultural festivals, nations cultivate narratives that inspire and resonate. Whether under a desert dome, on a concert stage in Seoul, at Venice’s art hub, or in Monaco’s ocean summit, these cultural efforts craft a compelling global identity - shaping perceptions and forging influence. 

Andrew Fletcher’s words endure: by defining a nation’s cultural “songs,” countries write their own future - one performance, one exhibit, one melody at a time.

Photo credits: Dubai Instagram. 

Vladyslava Garkusha

Vladyslava Garkusha is an Actress, TV Host, Model, and Editor-at-Large of Dubai Voice. The People, Dubai, World and Global Perspective.