Episode Details

Soft power is changing, and the Global South is becoming a bigger part of that shift.

In this episode of Global Southing, we speak with Dr. Shaojin Chai from Education Without Borders International about how culture, language, tourism, sports, religion, and media shape influence beyond politics and economics.

The conversation explores how the Global South can use its cultural depth, diversity, and lived experience to build a stronger global presence. Dr. Chai also reflects on South-South cooperation, social media, misinformation, and why authentic cultural influence may become one of the region’s strongest tools in shaping future global narratives.

Tune in to learn:

→ Why soft power from the Global South is based on attraction, not dominance
→ How culture, language, and identity shape global perception
→ Why diversity in storytelling is becoming essential in global narratives
→ How film, media, and cultural industries are expanding Global South influence
→ The role of language diplomacy and why English still dominates communication
→ How tourism and real-world experience can challenge media bias
→ Why sports, religion, and cultural exchange play a role in diplomacy
→ How social media is shifting narrative control away from traditional power centers
→ What South-South cooperation really looks like beyond political forums
→ Why the future of soft power depends on authenticity and pluralism

Key Moments

00:00 Introduction to soft power and the Global South
01:03 Introducing Dr. Shaojin Chai
03:14 Redefining soft power beyond military and economic strength
05:02 How the Global South brings a more authentic cultural perspective
08:30 Language diplomacy and the Confucius Institute model
10:54 Bollywood, Nollywood, and the spread of cultural influence
17:26 Language as strategy, partnership, and business tool
21:27 Tourism and changing global perceptions
26:25 Sports diplomacy and global image building
37:02 Soft power, smart power, and global conflicts

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Watch to full episode on YouTube
https://youtu.be/-1Oaw-ykGZU?si=aobaTyRUzDDl5y1d