As the United States and China, the world’s two largest economies, stay locked in a spiralling trade war, rattling the foundations of the global economy, uncertainties mount. So does the need for long-haul strategies, which includes cultural diplomacy.

Southeast Asia is on the frontline of an intensifying US-China rivalry and is being wooed.

This month, on his latest regional tour, Chinese president Xi Jinping made stops in Vietnam, Malaysia and Cambodia, explicitly calling for stronger free trade between China and ASEAN (Association of Southeast Asian Nations). Chinese state broadcaster CGTN focused on the cultural connections between Southeast Asia and China, like the lion dance, on similarities between Confucianism and Islam, people-to-people exchanges between China and Vietnam, and more. ASEAN plays a crucial role in global supply chain dynamics due to its strategic location and strong trade networks. Its 10 member states have a combined GDP exceeding US $3.6 trillion and a population of over 676 million.

Beijing has seized the moment to project itself as a source of stability and is offering ASEAN nations a narrative of inclusion and mutual growth.

The idea of culture as a complement to commerce is not new. Cultural diplomacy builds trust for business engagement. A recent report in Nikkei Asia noted, “Southeast Asians have developed a taste for Chinese minidramas, underscoring the country's tenacity in expanding its cultural influence amid growing........

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