Open Access

This paper explores the impact of rising nationalism on soft power by analysing the external cultural policies (ECP) of eight countries: Germany, France, Italy, Poland, the United Kingdom, the United States, China, Russia, and Turkey. It argues that ECP will increasingly operate in a zero-sum international environment shaped by nationalism, with its domestic effects varying across nations. While institutions in France are more exposed to nationalist influence, the ‘arm’s length’ principle offers greater protection in the UK and Germany, and the diversity of private actors serves as a protective buffer in the United States. Nationalistic ECP in China, Russia, and Turkey is anticipated to grow, while Poland exemplifies institutional resistance to nationalism. The paper then proceeds into a case study of the current discourse in Germany, contrasting the views of different nationalist parties about German ECP. Finally, recommendations are proposed for countries like Germany and other European nations: support the arm’s-length principle of key institutions; enhance coordination among ECP actors domestically and within the EU; shield against malign foreign influence; create and communicate anti-nationalist narratives; proactively leveraging existing strengths and opportunities.

Denmark has long advocated for peaceful relations, liberal values, and international cooperation though its external cultural policy (ECP). Former Prime Minister Helle Thorning-Schmidt has claimed that “the first, the second and the third rule of Danish foreign policy is to be seen as bigger than our size” and even former US president Barack Obama agreed that the country “punches above its weight” (Thorning-Schmidt 2022). A focus on economics, culture, and diplomacy—rather than military strength—form the basis of this strategy.

With a strategic focus on India’s neighborhood, Prime Minister Modi seeks to create a favorable and peaceful reputation of India in the non-Western world, while at the same time fostering and intensifying old ties to Europe and North America. India projects itself as global player committed to values of pluralism, tolerance, and diversity in an effort to raise its brandvalue abroad and build a hub for higher education. While the country’s ECP approach is branded in the context of idealism, India’s policy reality and controversies (in domestic as well as foreign policy) may now indicate otherwise, as India's image abroad is at risk of diminishing due to its declining domestic freedom.