Asia is finally cool in the eyes of those who matter – its young

The late Joseph Nye, who coined the term “soft power”, often warned that US President Donald Trump’s actions were harming America’s reputation abroad. Meanwhile, perceptions of China and other Asian countries are on the rise. Could this indicate a shift towards the fabled “Asian century”? More than a third of people in Southeast Asia were born since the beginning of the 21st century, amounting to more than 250 million people. As a result, none of them personally experienced the 1997 Asian financial crisis. A small minority encountered the September 11 attacks and the subsequent “war on terror”, while only a few can recall the 2008 global financial crisis. However, most of them have been directly affected by the Covid-19 pandemic. Some have now entered the workforce and can afford to travel abroad. Many Southeast Asians consume a diverse range of foreign content and products online and offline. What does the world look like to them? Geopolitics is back and globalisation is no longer taken for granted. Meanwhile, regionalism might be stronger than ever, especially given Trump’s “America first” doctrine. China is leading the way in shaping socioeconomic and political developments across Southeast Asia and beyond. Part of the reason for this is its Belt and Road Initiative, which has been instrumental in expanding its influence across different domains. This initiative encompasses physical and digital infrastructure, including roads, trains, bridges and the technological foundations for future connectivity such as 6G and beyond, which will power smart cities. Citizens and visitors in countries such as Laos and Indonesia are already enjoying the benefits of China-built modern railways. Other Southeast Asian countries such as Thailand and Vietnam are expected to follow suit soon. In Bangkok, Chinese-built monorails are making people’s commutes easier. Meanwhile, affordable and reliable Chinese electric vehicles are increasingly appealing to potential buyers across the region. BYD is just one of the many emerging manufacturers in this field. Chinese tech companies are rivalling American and Korean brands, and in some cases they might feel more like the future than their competitors. Chinese tourists, students and entrepreneurs are found in countries across the region, and their demand for regional Chinese cuisine further boosts local economies. This is evident in the rise of hotpot restaurants in trendy neighbourhoods in Southeast Asian capitals and beyond. Chinese short-form series and video games are also increasing in popularity. These are just a few of the developments that have led some international news outlets to wonder if China is becoming “the new cool”. This is particularly telling when, less than a decade ago, Foreign Policy magazine published an article asking “Why is China so … uncool?”. Much has changed in the intervening years. Japan was arguably the first prominent Asian influencer nation, even earning the moniker of a “soft power superpower”. Despite decades of economic stagnation, the country remains influential and is making gains in certain domains. The global appeal of anime and manga is as strong as ever, and while Japanese cuisine remains globally celebrated, more discerning palates are now eager to explore beyond sushi and ramen, fuelled by the increase in visitors exploring beyond major tourist hotspots. Japan is one of many countries trying to improve its allure for international students and talent, and the Trump administration’s recent immigration restrictions could further assist in that pursuit. More broadly, Japan is widely regarded as a trustworthy partner in Southeast Asia after successfully rehabilitating its post-war image through official development assistance and people-to-people exchanges. South Korea appears to be following in Japan’s footsteps and even surpassing it in certain areas, such as the success of its hallyu, or Korean wave. This includes popular culture such as music and dramas, as well as lifestyle products such as cosmetics, food, fashion and more. Well-regarded tech brands including Samsung and LG now trail car manufacturers such as Hyundai and Kia, which have successfully revamped their image. India’s Bollywood and overall vibrant culture are a source of prestige, as are Taiwan’s laid-back tourist appeal paired with its tech prowess. Meanwhile, Southeast Asia itself is experiencing a surge of promising developments fostering new-found confidence within the region, with the likes of Singapore, Malaysia, Vietnam and Thailand all contributing to this positive momentum. Malaysia, hailed in one recent survey as Asia’s “most loved” country, has benefited from the appeal of its affordable yet high-quality international schools. Vietnam is a candidate to be the next “Asian tiger” and has shown itself to be a capable balancing actor in international relations. Despite facing economic challenges, Thailand’s efforts to develop its own soft power appear to be bearing fruit. What does the Asian century look like to young people in Southeast Asia? These days, it looks like there are many more opportunities and sources of excitement within their own region without the need to venture far afield. Will the allure of Europe and the US continue to draw people’s attention? Probably, but now there are many more options on the table. Southeast Asians can now more confidently pursue and make use of their expertise within their region while also appreciating and consuming Asian content and products. This new-found confidence does not suggest an attitude of “Asia first”, and certainly not “Asia alone”. Instead, it reflects the diminished stature of the West, both politically and socioculturally. Each country has its unique offerings and deserves to be heard. While progress takes time and many challenges remain, there are numerous indications that Asia is genuinely rising.

Asia is finally cool in the eyes of those who matter – its young

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}From Chinese EVs and hotpots to anime and K-pop, Asia’s soft power is capturing the imagination of Southeast Asia’s army of young people

From Chinese EVs and hotpots to anime and K-pop, Asia’s soft power is capturing the imagination of Southeast Asia’s army of young people