MERIDIAN CENTER FOR SPORTS AND CULTURAL DIPLOMACY
CULTURAL DIPLOMACY AT A CROSSROADS
BUILDING AMERICA’S STRATEGIC INFLUENCE FOR A NEW ERA
WHY THE U.S. MUST RETHINK SOFT POWER—AND HOW MERIDIAN IS LEADING THE WAY.
"We are witnessing a move towards an open architecture of diplomacy in which government alone, however necessary, cannot solve the global challenges of the day."
— The Honorable Stuart W. Holliday, Chief Executive Officer, Meridian International Center
Executive Summary
The United States faces a critical inflection point: as global rivals dramatically expand their cultural influence, America's soft power—the capacity to persuade through attraction and shared values—is stagnating.
Cultural diplomacy, the strategic use of arts, media, education, and exchange programs to foster international understanding and advance national interests, has traditionally relied on inconsistent government funding and models that no longer meet the demands of the new age of diplomacy.
To remain competitive, America must embrace Open Diplomacy, a new decentralized model leveraging the strengths of the private sector, subnational leaders, and cultural innovators alongside traditional diplomatic channels.
It now requires urgent diversification to enhance geopolitical resilience, bolster U.S. competitiveness, and strengthen alliances and partnerships vital to our national security and economic prosperity.
STRATEGIC IMPERATIVE
Cultural diplomacy is no longer an optional outreach—it is strategic infrastructure critical to global influence, market access, and international leadership.
MERIDIAN'S ROLE
As geopolitical competition intensifies, Meridian is not just a convener—it’s a catalyst for a new diplomatic generation, transforming cultural programming to advance U.S. soft power.
Through exchanges, exhibitions, and partnerships, Meridian equips business executives, scientists, governors, mayors, artists, and athletes with the insights, networks, and resources they need to tackle challenges that no single government can solve alone.
the global soft power race
DEFINING SOFT POWER
Soft power shapes global perceptions through cultural attraction and shared ideals, influencing diplomacy, trade, and security cooperation—making it essential to America’s long-term stability.
SHIFTING GLOBAL LANDSCAPE
The global race for influence has entered a new era, and the competition for soft power has intensified. No longer confined to traditional diplomatic challenges, global leaders are leveraging culture, media, technology, and innovation to secure their place on the world stage.
CHINA: Investing ~$10 billion annually on soft power—more than the U.S., UK, France, Germany, and Japan combined, with over 500 Confucius Institutes globally, significantly boosting cultural appeal.
GULF STATES: Saudi Arabia’s $64 billion Vision 2030 is rapidly building cultural and tourism infrastructure; the UAE (Louvre Abu Dhabi, Dubai Expo) strategically positions itself as a cultural magnet.
“America’s global soft power strategy is aging poorly — especially compared to China’s… In developing countries, the era when the
RUSSIA: Leveraging global events (Sochi Olympics, FIFA World Cup) and state-backed media (RT) to bolster international influence.
AMERICA’S CHALLENGES
Despite its longstanding advantages, the U.S. faces growing obstacles in maintaining its cultural influences, as soft power is shifting in ways that demand immediate action.
• The dissolution of the U.S. Information Agency (USIA) has led to fragmented soft power strategies.
• The long-term decline in USAID-funded programs has left gaps in U.S. global influence, creating a soft power vacuum that competitors are actively filling—reshaping economic and geopolitical conditions in ways that indirectly challenge U.S. private sector interests.
• Domestic polarization and conflicting narratives weaken the global appeal of American values.
United States had ‘soft power’ advantages through Hollywood, pop music and fast food is long over.”
– The Honorable Fred P. Hochberg, Chairman, Meridian International Center
The Business Case for Cultural diplomacy
THE U.S.’S FRONTLINE AMBASSADORS
U.S. brands—including Apple, Netflix, Coca-Cola, and Disney—profoundly shape global perceptions of American culture, becoming primary vehicles of national influence abroad.
STRATEGIC IMPACT BEYOND CS R
Cultural diplomacy isn't merely corporate philanthropy or corporate social responsibility (CSR)—it’s strategic brand diplomacy that drives trust, loyalty, and access in global markets. Businesses adept at cross-cultural engagement enhance U.S. competitiveness by earning trust, loyalty, and strategic advantages in international markets.
CORPORATE SUCCESS STORIES
ENTERTAINMENT: Netflix’s partnerships with local creators (South Korea’s Squid Game, Spain’s La Casa de Papel) have made American streaming platforms synonymous with global cultural excellence.
TECH & LIFESTYLE: Apple’s global launches and Starbucks’ culturally adaptive stores blend innovation with respect for local traditions, deepening global resonance.
SPORTS & BRANDS: Nike’s global "Dream Crazy" campaigns and Coca-Cola’s culturally resonant messaging strengthen global perceptions of American diversity, innovation, and optimism.
CULINARY: Panda Express exemplifies how brands can be cultural ambassadors, using initiatives like their "Lunarsgiving" experiences near U.S. college campuses, offering immersive dining events to celebrate Chinese American Lunar New Year traditions.
“As a cultural ambassador, Panda Express is committed to sharing the vibrant spirit of Lunar New Year with our communities. Lunarsgiving [is a] new initiative that celebrates shared meals and meaningful experiences, fostering deeper connections.”
— Andrea Cherng, Chief Brand Officer, Panda Restaurant Group
Cultural Diplomacy as Strategic Influence
BEYOND SHORT-TERM EXCHANGES
Effective cultural diplomacy requires sustained engagement. While short-lived programs, such as the Cold War Jazz Ambassadors tours, historically provided goodwill and soft power influence, today’s global challenges demand long-term investments that deepen trust, shift narratives, and position the U.S. as a consistent partner.
MERIDIAN IN ACTION
Meridian’s cultural initiatives exemplify this strategic influence:
• USA Pavilion (2025 World Expo, Osaka): Through music and dance, our delegation is connecting global audiences with the dynamic spirit of American culture.
• America250: Partnering U.S. and international embasses with the private sector, artists and communities abroad and at home to forge enduring local ties, aligning cultural exchanges with long-term strategic objectives.
• Two-way cultural diplomacy: Effective diplomacy respects reciprocity and mutual learning. This approach fosters robust alliances and partnerships, enabling collaborative solutions to shared global challenges. Authenticity is key— cultural diplomacy must be equitable, reflecting genuine dialogue, not unilateral promotion.
MEASURING & EVALUATING IMPACT
Cultural diplomacy’s power lies in resonance, relationships, and reputation—qualities that defy traditional metrics. But in a data-driven world, strategic measurement is critical for justifying corporate investment.
WHY METRICS MATTER
Corporations increasingly demand clear ROI for global engagement. Innovating new measurement models— like Meridian’s M&E partnership with a leading DCbased communications firm—demonstrates tangible strategic returns.
WHAT’S MEASURABLE?
• Public perception shifts toward American brands.
• Long-term relationship building measured via follow-on collaborations.
• Market-entry ease and regulatory goodwill.
FUNDING & STRUCTURAL INNOVATION
Current funding models—heavily reliant on inconsistent government budgets and fragmented philanthropy—are inadequate for today’s challenges and scale of global cultural influence.
HYBRID MODELS FOR STABILITY
Meridian advocates an innovative hybrid model of open diplomacy, a decentralized, inclusive approach to addressing global challenges.
At its core is Meridian—a nexus connecting leaders across borders, sectors, and political divides with the insights, networks, and resources needed to solve problems no single government can tackle alone. We blend governmental, philanthropic, and corporate investments to create stable, resilient funding streams.
This strategy is pivotal for sustaining alliances and partnerships that underpin effective cultural diplomacy.
to amplify strategic influence.
• Engage philanthropists and corporations not as mere donors, but as co-creators of long-term cultural diplomacy strategies.
• Embrace new cultural formats including digital diplomacy, gaming, sports diplomacy (FIFA, Olympics, NFL) to remain relevant.
• Invest actively in the next era of cultural ambassadors through targeted training, exchanges, and mentorship.
RECOMMENDATIONS & ROADMAP
FOR POLICYMAKERS
• Rebuild U.S. cultural diplomacy strategic infrastructure with a 21st-century funding model—expanding public-private partnerships, revitalizing State Department cultural programs, and integrating soft power into national security and economic strategy.
• Leverage digital diplomacy platforms, such as virtual exchanges, interactive storytelling, and social media-based diplomacy to amplify America’s voice globally.
FOR BUSINESS LEADERS
• Adopt the “corporate diplomat” mindset— see cultural diplomacy not as CSR, but as a long-term investment in market resilience, brand equity, and global influence.
• Strategically fund cultural initiatives that build market trust, resilience, and local goodwill.
FOR MERIDIAN AND CULTURAL INSTITUTIONS
• Actively convene cross-sector dialogues (summits, roundtables) to foster cohesive cultural diplomacy strategies.
• Implement signature programs demonstrating tangible corporate and public benefits.
• Develop robust metrics and M&E frameworks that capture not just output, but long-term influence— shaping policy, perception, and partnership outcomes.
The Strategic Moment
SOFT POWER IS NO LONGER OPTIONAL— IT IS ESSENTIAL STRATEGIC INFLUENCE INFRASTRUCTURE.
America's competitive edge relies on rebuilding cultural diplomacy as a dynamic, multi-sector, and measurable discipline.
Meridian stands uniquely positioned to lead this evolution, connecting governmental, private, philanthropic, and cultural leaders to secure America’s global future.
At this moment of heightened geopolitical competition and cultural fragmentation, investing in cultural diplomacy isn't merely strategic—it’s existential.
A resilient, culturally interconnected world fosters cooperation, trust, and long-term human cohesion.
NOW IS THE MOMENT FOR BOLD ACTION—AMERICA’S FUTURE GLOBAL INFLUENCE DEPENDS ON IT.
ABOUT MERIDIAN INTERNATIONAL CENTER
Meridian is a nonpartisan center for diplomacy founded in 1960 and headquartered on a historic campus in Washington, DC. Our mission is to empower the next era of leaders to advance diplomacy for a better future. Our programs strengthen American leadership by accelerating collaboration on shared challenges, increasing economic competitiveness, and building geopolitical resilience. We equip leaders from business, science and technology, cities and states, culture and sports with the insights, networks, and resources to navigate a complex world.
ABOUT THE MERIDIAN CENTER FOR SPORTS AND CULTURAL DIPLOMACY
The Meridian Center for Sports and Cultural Diplomacy is the leading center in the United States that employs the arts and culture as a tool of diplomacy and cross-cultural understanding. The Center collaborates with embassies, governments and the private sector to curate cultural diplomacy exhibitions, exchanges and programs in Washington, D.C. and worldwide.
ACKNOWLEDGMENTS
Report Contributors: Ted Chaffman, Schuyler van Tassel, Josenrique Villarrea
Special Thanks: Ambassador Stuart Holliday, Fred Hochberg, Natalie Jones, TK Harvey
Design & Production: Danielle Najjar