Abstract: This research article aims to explore India’s cultural diplomacy through the lens of the Act East Policy (AEP) and to evaluate it as a strategic tool for engaging more deeply with ASEAN. Informed by the civilizational ties that were built centuries ago, India uses soft power backstopped by religious, linguistic and artistic ties to engage and foster goodwill across the region. This article examines the diverse and complex aspects of India’s cultural diplomacy utilizing the examples of Bollywood, Buddhist diplomacy, yoga, as well as educational exchanges. With Bollywood being a major international filmmaking and film distributing country, it promotes and engenders cultural affinity throughout ASEAN countries influenced by its film, music and digital streaming industries. Buddhist diplomacy served to resource historic religious relationships, extending from India to countries like Thailand, Myanmar, and Sri Lanka and establishing itself as a defender of India’s positioning as the guardian of Buddhism. Similarly, the establishment of the International Day of Yoga (IDY), institutionalizing Yoga, served to consolidate India’s position in the neo-global wellness industry, which has been widely adopted in ASEAN countries. In addition to these avenues, exchanges in education, programs for scholarships, and research provided intellectual health in the region as sustained people-to-people contact promoting India’s intellectual reach into discourse amongst ASEAN societies.
Despite these advancements, the study recognizes significant constraints on India’s soft power projection, including limited media engagement, asymmetrical economic prerogatives with China and Japan, and inconsistent delivery of policy. By using a comparative framework to assess the cultural diplomacy of other regional powers, this study highlights structural and operational difficulties affecting the Indian presence. The overall aim of this research article is to provide a theoretically informed, nuanced assessment of India’s cultural diplomacy in ASEAN while suggesting avenues for more organized, scalable, and strategically coordinated soft power initiatives.
Keywords: Cultural Diplomacy, Soft Power, ASEAN, Act East Policy (AEP), Public Diplomacy,
Introduction: ‘Soft power’ is a term coined by Joseph Nye (2004) in the late twentieth century to describe the ability of a country to influence others through attraction and persuasion rather than coercion or force. In contrast to hard power, which relies on coercive military power or economic sanctions, soft power affects international conditions by attracting empathy, shaping public attitudes, and establishing cultural, ideological, and diplomatic appeal. According to Nye, soft power springs from three distinct resources: culture, political values, and foreign policies that are regarded as morally legitimate and worthy of admiration. In situations of strong soft power, a country can achieve cooperation and build alliances by making others want what it is selling in terms of values, institutions, or way of life (Nye, 2004). Soft power is important for diplomacy in a globalizing world where cultural, educational, media, and historical connections can leverage a nation’s international position. This is something that all powers and even major powers like the United States, China, and India have increasingly done in order to garner power and influence without the use of force.
India’s Act East Policy (2014) continues the theoretical agendas we identified with Look East Policy (1991) – namely the traditional “3 Cs” of culture, commerce, and connectivity – updating them to a more vibrant and actionable framework. A fourth C is added – capacity building – and importantly this includes skills and training and institutional collaboration. More importantly, AEP is a much broader geographical approach that goes beyond ASEAN and also includes East Asia and Oceania in the Indo-Pacific. It also anchors India in institutional arrangements like the QUAD (Quadrilateral Security Dialogue) and SAGAR (Security and Growth for All in the Region) and enhances maritime security, defense cooperation and applications like India – Myanmar – Thailand Highway and the Kaladan link. While LEP was mostly symbolic and economic, AEP is strategic with a focus on outcomes and operationalizing that strategy, establishing India as an active regional actor. Cultural diplomacy is a key function of the AEP which is designed to further India’s historical and civilizational linkages with ASEAN countries. At the core of this engagement is our common heritage, religion, language, and traditions spanning the centuries. Buddhism has been the most important cultural link between India and countries such as Thailand, Myanmar, Vietnam, and Cambodia. Through restoring ancient Buddhist sites, organizing cultural festivals, and increasing scholarly exchange between Buddhist institutions, India has been very active in promoting what is known as Buddhist diplomacy. India has also promoted people-to-people exchange with funding scholarship programs, training in the language, and facilitating academic exchanges with university partners in ASEAN. Institutions such as the Indian Council for Cultural Relations (ICCR) and the ASEAN-India Cultural Exchange Program have been immensely important to cultural diplomacy. Moreover, the recognition of International Day of Yoga, also very recognizable in ASEAN countries, is another means through which India bolsters its soft power in the region through wellness and cultural engagement. These efforts in some ways help to reiterate India’s cultural leadership role in the context of the Act East Policy and build goodwill, deepen diplomatic ties, and complement India’s economic and strategic partnership with ASEAN.
Methodology
This research is qualitative and incorporates an extensive literature review and examination of India’s cultural diplomacy activities in ASEAN. The study draws upon a variety of primary and secondary sources such as policy documents, formal government statements, academic articles, and reports published by international organizations. Content analysis is used to profile the impact of India’s cultural diplomacy activities such as entertainment, religion, education, and wellness. The case studies of Bollywood’s impact, Buddhist diplomacy, and yoga diplomacy provide information about the efficacy of India’s soft power strategies. A stakeholder analysis is also conducted, which assesses diplomatic engagements, education collaborations, and cultural exchange programs between India and ASEAN member states. A critical assessment of the impediments and shortcomings of India’s soft power strategy will also be made by comparing and contrasting its cultural diplomacy efforts with other regional actors such as China, Japan, and South Korea. The adoption of a multi-disciplinary approach provides a rich and nuanced consideration of India’s cultural diplomacy and its implications for regional cooperation and geopolitical influence in Southeast Asia.
Cultural Diplomacy in ASEAN
Cultural diplomacy is an important component of India’s Act East Policy, emphasizing India’s approach to strengthening civilizational ties and people-to-people ties with ASEAN member states, based on shared past historical experiences, in particular Indic religious influence, language influence, and influence on architecture. As part of a broad range of engagements, India has implemented an extensive array of initiatives to demonstrate that culture is at the forefront of regional diplomacy. The Ministry of External Affairs (MEA) has worked in tandem with various institutions including the Indian Council for Cultural Relations (ICCR) to pursue these cultural projects and further work to institutionalize cultural exchange. As examples, India announced a series of Indira Gandhi Cultural Centres (IGCCs) in various ASEAN capitals, including Vientiane, Phnom Penh, and Jakarta. These centres are meant to function as spaces for showcasing Indian performing arts, showcasing yoga, classical languages and, showcasing festivals. India also expanded upon the ASEAN-India Cultural Festivals, which were hosted in India and throughout Southeast Asia, to celebrate cultural diversity and diversity of art through traditional and contemporary art forms.
Moreover, the ASEAN-India Artists’ Residency Program, Writers’ Meet, and Youth Awards encourage creative collaboration and interaction amongst the region’s narrated intellectuals and artists. The ASEAN-India Network of Universities (AINU) and Bharat Ek Parichay Book Corners develop academic and literary diplomacy, providing opportunities for cross-cultural learning in universities and public libraries. India has also conducted foundational commemorative events including the International Conference on ASEAN-India Cultural and Civilizational Links and ASEAN-India Friendship Year, both of which highlight the centuries-old interdependencies of the region in trade, migration, and spirituality. In conjunction with scholarship schemes, language training programmes, and digital cultural outreach, these areas have firmly established India as a responsible cultural stakeholder with Southeast Asia. Collectively, these efforts not only enhance mutual understanding and goodwill, but also further develop India as a soft power in the Indo-Pacific sector.
The Influence of Bollywood and the Indian Entertainment Industry
Cultural diplomacy has become an effective means of strengthening international relationships and building more robust relationships, beyond political and economic ties. In the ASEAN region, India’s cultural power has gained significant strength through its entertainment industry, particularly Bollywood. The tremendous popularity of Indian films, musical performances, and digital content has opened a distinctive space for India’s soft power in Southeast Asia by furthering a long, rich, historical, and cultural relationship between the two regions, and by developing modern cultural initiatives. The presence of Bollywood in ASEAN is built on an extensive history of engagement with Indian culture. The shared history between India and Southeast Asia is evident in their respective cultural practices, art, and narrative performances, all of which provides a powerful foundation for Bollywood to establish and sustain deep engagement with audiences. Countries such as Indonesia, Malaysia, Thailand, and Singapore have enjoyed Indian films for many years, meaning that Bollywood is not just seen as a foreign cultural product, but as part of their entertainment ecosystem. Bollywood film stars and filmmakers are incredibly popular across the region, and Indian cinema can now be viewed in theaters, on television networks, and now, increasingly, on digital platforms.
Film festivals and international film events are certainly important vectors through which Bollywood has expanded and exploded its cultural impact across ASEAN. Indian films have been regularly screened at most prestigious film festivals in Southeast Asia, where they are relayed, directly translated into shapes in storytelling, music, and bright colors. Some examples of the platforms set up to showcase exalted Indian cinema are the Indian Film Festival in Thailand and the ASEAN-India Film Festival. Such festivals are not only hallmarks of Indian cinema-creating new audiences, but also hallmarks of Indian filmmakers and audiences from ASEAN countries across a spectrum of styles whose tapestries ultimately inspire collaborations across creative visions. Similarly, Bollywood award ceremonies are also organized in ASEAN cities like the International Indian Film Academy (IIFA) Awards, which add weightage to Bollywood in the area. Besides the cinema, Bollywood music and dance culture have also come up as an export in cultural terms, penetrating more profoundly into popular entertainment in the regional context of the ASEAN. Bollywood movies are proving to be very popular in the whole of Southeast Asia for their melodic appeal and rhythmical attributes. Hindi film popular songs are features of social occasions such as weddings and dancing, all of which are indicative of a profound influence from Bollywood music. The fame of Bollywood-style dance has grown immensely in Indonesia and Malaysia, where local dance troupes perform dances from Indian films. Indian concert featuring some of the country’s biggest singers and composers have been able to fill these venues in the different cities of ASEAN, showing a long lived interest in the Indian musical heritage. The digital technology brings a blast to the reach of Bollywood through the ASEAN nations, leading to a bigger regional access to Indian entertainment. Various streaming platforms such as Netflix, Amazon Prime Video, and Disney Hotstar have enhanced people’s capabilities to access Bollywood films and television series in places throughout Southeast Asia.
Apart from entertaining, Bollywood takes on the role of a soft power instrument by India in its cultural diplomacy. Indian cinema and music strengthen diplomatic ties through cultural activity, tourism, and projects in the creative industry with ASEAN. Indian celebrities from Bollywood are invited to represent India at international cultural events, promoting not just its entertainment but the heritage that is bigger than India itself. The presence of Bollywood in ASEAN builds mutual understanding that brings out an apparent diversity and dynamism along with a rich cultural identity concerning how India is seen in that region.
All of this happened in the more comprehensive context of geopolitics and economics, and as such the Bollywood presence in ASEAN is entirely in keeping with India’s Act East Policy transitions in strengthening linkages with Southeast Asia through various avenues-culture being one of them. The entertainment industry has increasingly become an informal and yet more effective instrument of developing people-to-people connections, goodwill, and eventual partnerships in the creative economy. That said, as ASEAN continues to establish itself as a significant hub for global cinema and digital entertainment, the increasing importance of Bollywood in shaping cultural narratives and strengthening people’s ties is inevitable.
Buddhist Diplomacy and Reviving Buddhist links with Thailand, Myanmar, Sri Lanka
Cultural diplomacy has long served as a bridge between nations, fostering deeper understanding, mutual respect, and shared heritage. Among the many forms of cultural diplomacy, Buddhist diplomacy has emerged as a significant instrument in strengthening India’s historical and spiritual ties with Buddhist-majority countries in the ASEAN region and South Asia. As the birthplace of Buddhism, India holds a unique position in engaging with Thailand, Myanmar, and Sri Lanka—three nations where Theravāda Buddhism plays a defining role in shaping cultural identity, governance, and everyday life. The revival of Buddhist links between India and these nations has been a concerted effort in recent years, encompassing pilgrimage tourism, monastic exchanges, academic collaborations, and heritage conservation, all of which contribute to strengthening diplomatic and people-to-people relations. The ancient bonds between India and the Buddhist world were forged over two millennia ago when Buddhist teachings first spread beyond the Indian subcontinent. Emperor Ashoka, who played a crucial role in propagating Buddhism, sent emissaries to Sri Lanka and regions that are now Thailand and Myanmar. This cultural and spiritual exchange led to the deep embedding of Buddhist philosophy, art, and monastic traditions in these regions, forming an enduring connection that persisted even as Buddhism declined in India. Today, with the resurgence of interest in Buddhism both as a spiritual tradition and a soft power tool, India has taken proactive steps to restore these ties.
One of the most visible ways in which India has reinforced its Buddhist diplomacy is through the promotion of Buddhist pilgrimage tourism. Sacred sites such as Bodh Gaya, Sarnath, Kushinagar, and Rajgir remain the heart of Buddhist reverence, drawing millions of devotees from across the world, particularly from Thailand, Myanmar, and Sri Lanka. The Indian government has invested heavily in the development of the Buddhist Circuit, a travel route designed to facilitate seamless pilgrimage experiences by improving infrastructure, transportation, and accommodations at these historical sites. The introduction of the special Buddhist tourist train, direct air connectivity to Gaya from ASEAN countries, and visa relaxations for Buddhist pilgrims reflect India’s commitment to revitalizing its Buddhist heritage for international visitors. The sense of spiritual fulfillment that Thai, Myanmar, and Sri Lankan pilgrims experience in these sacred locations further cements India’s role as the custodian of the Buddhist legacy. In addition to pilgrimage tourism, India has actively engaged in fostering monastic and religious exchanges with Thailand, Myanmar, and Sri Lanka. These nations house some of the most influential Buddhist institutions in the world, with centuries-old monastic traditions that have shaped the course of Buddhist thought. Indian leaders, monks, and scholars regularly participate in religious ceremonies, Vesak celebrations, and Buddhist conclaves hosted in these countries. Similarly, Thailand, Myanmar, and Sri Lanka frequently send high-ranking monks and Buddhist delegations to India for dialogues and religious gatherings. Such exchanges are not merely symbolic; they serve to reinforce the perception of India as the spiritual homeland of Buddhism and strengthen cultural affinity between the nations.
The role of Buddhist universities and institutions of learning cannot be over-emphasized in promoting relations between the countries. India has established academic links with prime Buddhist institutions such as Mahachulalongkornrajavidyalaya University in Thailand, Sitagu International Buddhist Academy in Myanmar, and Buddhist and Pāli University in Sri Lanka. The cooperation strengthens networking for research, preservation of Buddha texts and translations, and sharing of Buddhist wisdom. The revival of Nalanda University in India has become an international centre for Buddhist studies, with exchange programs for scholars and monks from Thailand, Myanmar, and Sri Lanka. Buddhist diplomacy assists regional cooperation, especially under India’s Act East Policy, creating goodwill with ASEAN nations through shared cultural ties. India also supports restoration projects in Myanmar and Sri Lanka, strengthening spiritual and diplomatic relations with these countries.
The Influence of Yoga Diplomacy and the International Day of Yoga
Cultural diplomacy is quite an important aspect of international relations, wherein understanding is promoted using traditions shared among nations. Thus, yoga diplomacy has evolved into an instrument of importance for India to connect with the ASEAN region. Yoga, which came out of India, is now talked of in the context of a worldwide movement for well-being. The annual observance of the International Day of Yoga (IDY) serves to strengthen cultural and diplomatic ties between India and Southeast Asia and provides insight into the growing interests in holistic health and yoga’s role within the bridge between cultures. The philosophical and spiritual aspects of yoga will mingle with and find likeness in accordingly many different cultural and religious practices within ASEAN. The influence of Indian traditions through Hinduism and Buddhism provided such a backdrop for the dialectical exchange of ideas between India and Southeast Asia that formed a shared cultural background. The fact that countries like Thailand, Indonesia, and Myanmar have adopted yoga within their picture of wellness and meditation practices lends itself to a greater cultural acceptance of yoga in the pursuit of mental and spiritual health. The history of yoga as an international project really took off when, with the resolution of India and the support of 177 other countries-including among them the countries of ASEAN-June 21 was declared by the United Nations, starting in 2014, as International Day of Yoga. Ever since, IDY was promoted actively in Southeast Asia with the participation of the government, cultural organizations, and wellness communities. Thus, through this occasion, ASEAN countries promote the adoption of healthy lifestyles while simultaneously tightening ties with India. In big cities, thousands of people attended events marking the gathering for IDY, thereby building yoga as a transnational hard-to-miss cultural bonding. In the ASEAN countries, celebrating International Day of Yoga involves the joint effort of Indian embassies, local governments, and yoga organizations. On this occasion, events purport to witness public yoga sessions, workshops touching on yoga philosophy and Indian wellness practices like Ayurveda. Such noticeable celebrations, which include massive gatherings at iconic venues attended by high-ranking government officials and their diplomats in places like Singapore, Malaysia, and Thailand, speak of the role of yoga essentially as a cultural asset. India actively promotes yoga training programs in ASEAN countries beyond the celebrations of IDY by establishing cultural centers to administer classes and collaborate with local wellness institutions. Integration of yoga into some school curricula and into corporate wellness in some countries shows an ever-wider acceptance of yoga. Several universities in ASEAN countries now include yoga as part of their course programs, thereby stimulating cultural interchange between Indian and South-East Asian academicians.
For yoga tourism, the hospitality and tourism sectors of ASEAN have included yoga in their wellness offerings. Indonesia and Thailand offer yoga in their wellness retreats. Bali has become a center for retreatment by Indian gurus, marking the cultural and economic impact of yoga diplomacy. Yoga strengthens India’s engagement with ASEAN with diplomacy, creating personal bonds that enhance India’s reputation as a promoter of health and well-being. Through its recognition as a health strategy in various countries in ASEAN, yoga aims, by means of yoga therapies in hospitals and wellness centers, at counteracting the stress and chronic diseases faced by many. Besides that, there’s also a growing interest in India’s traditional knowledge systems on yoga and Ayurveda. Joint initiatives between Indian institutions and those of ASEAN to examine the efficacy of yoga in therapeutic treatment have been undertaken. Workshops and research projects have helped spread awareness of the health benefits of yoga and have gone a long way toward enhancing cultural exchange. Yoga diplomacy in ASEAN has taken on an online avatar. Yoga classes over the Internet and social media improved access for many million people especially during COVID 19 when social distancing was a norm; thus, millions were able to attend yoga classes offered online in Europe and India. Social media yoga influencers from India further developed cultural interests in this area. With yoga regarded as a cultural practice and wellness therapy, the future of yoga diplomacy looks bright in ASEAN. There are many diplomatic efforts by India and increasing acceptance of yoga in the present-day ASEAN societies signal that it will be eventually key in cultural diplomacy. Wellness tourism offers institutional backing in deepening India’s cultural associations with ASEAN so as to maintain friendship and understanding between India and Southeast Asia.
Educational and Academic Exchange as a Bridge of Understanding
Education is a crucial part of cultural diplomacy, helps to build peace and with the numerous countries which many of US, among other countries are involved in. Between the ASEAN countries, India has been keenly involved through educational exchanges in efforts to strengthen cultural and diplomatic ties, with a special emphasis on a common historical past and personal contacts. Scholarships, cooperative academic programs, and the renovation of some old teaching institutions such as Nalanda University are the main tools India has used in order to outstrip in the ASEAN region as a key educational partner. Emerging on these steps, India has become a strong influencer in this region as well as fulfills the Association of Southeast Asian Nations academic and cultural goals.
The relationship between India and Southeast Asia spans many centuries, with knowledge shared by both scholars and traders. Indian texts were used to influence education in countries like Thailand, Myanmar, Cambodia, and Indonesia. Nalanda University was an important center of learning that attracted students from all over Asia. In contemporary times, India is seeking to revitalize these connections and link to the future by offering scholarships and cultural programs that encourage ASEAN students to study and interact with education in India. The scholarship programs have played an important role in establishing educational linkages. The Indian Council for Cultural Relations (ICCR) is one of the various organizations that offers scholarships for ASEAN students to study in India and their areas of interest Academics, are diverse – engineering and humanities, as well as traditional fields of study like Ayurveda and yoga. These scholarships allow students to study Indian education and foster cultural dialogue, as many of the scholars come back as strong alumni networks in ASEAN. In addition, India supports several bilateral academic exchange programs that support direct collaboration between universities in India and in ASEAN. The ASEAN-India Students Exchange Program as well as the ASEAN-India Research Training Fellowship facilitate partnership efforts in research and education. This historic university now serves as a hub of advanced scholarship and intercultural dialogue, with academics and scholars from all over the ASEAN region informing its academic vision, consistent with ASEAN’s priorities in education and diplomacy in the region. India’s educational engagement with ASEAN also includes cultural and skill development initiatives with members of ASEAN countries, both through language courses or vocational education in areas like IT and business, which also add concrete skills to the students’ educational, and job horizon. The increasing number of ASEAN students studying in India is also a testament to the success of educational diplomacy. Major Indian cities have become preferred destinations for students studying from ASEAN, once in India, they experience India academically, interact with Indian society and people, and enter into a positive dynamic of association as participants in and contributors to India-ASEAN relations within their field of professional expertise. Academic engagements have also included promoting digital learning to support ASEAN students’ access online to high quality educational institutions.
Effectiveness of India’s Soft Power Strategy in ASEAN
India’s soft power strategy in ASEAN has had a significant effect on regional perspectives towards India, established diplomatic relations, and advanced economic and cultural ties. This strategy undergirded by common history and cultural exchanges moves beyond traditional diplomatic efforts. The effectiveness of India’s soft power can be seen in terms of cultural diplomacy, educational exchange, and technological cooperation. Notwithstanding some of the main challenges it faces in the region, India’s rich heritage, democratic values and economic development can ensure its sustained engagement with Southeast Asia. India and Southeast Asia share a longstanding historical bond of more than 2000 years, especially in terms of culture and religion. India seeks to revive its historical ties through restoration of monuments during pilgrimage from Buddhist countries and contribute to ASEAN cultural heritage initiatives which will further reinforce its role as a historical partner in the region. In particular, religious diplomacy that relates to Buddhism, is one of the main pillars in India’s approach to engagement with ASEAN. India’s economic and technological contributions add robustness to India’s soft power. Its technological developments pique interest among ASEAN partners determined to build their own. Alliances such as ASEAN-India Science and Technology Collaboration and the codification of digital instruments fortify India’s identity as a technology partner in the region.
However, India’s soft power has encountered some challenges from competing powers like China Japan, and Korea which have stronger economic investment in ASEAN. India has also limited media presence in the region, inhibiting it from affecting narratives within ASEAN. In response to these factors, India has moved forward with its diplomatic engagement framework through the Act East Policy by becoming involved in ASEAN dialogue and initiatives. The future of India’s soft power in ASEAN will depend on maintaining and expanding these engagements. Engaging in cultural heritage, religious ties, and educational initiatives will be important. Additionally, improvement of media outreach, delivery of digital diplomacy, and increasing economic and technological investment in ASEAN will raise India’s profile within the region. As both India and ASEAN navigate a complicated global circumstance together, India’s soft power will be an important factor in defining the future of their partnership.
Key Findings on India’s Cultural Diplomacy Strengths
Strong Historical and Civilizational Ties: The influence of India’s culture and religion in ASEAN, particularly through the lens of Hindu-Buddhist traditions, represents a significant historical connection. The common heritage of shared architecture, languages, rituals, and religious practice gives India a built-in advantage when it comes to attempting cultural diplomacy.
Effective Buddhist Diplomacy as Religious Soft Power: Under its Act East Policy, India has utilized Buddhist diplomacy as a significant facet of its soft power toolbox, especially in respect of Buddhist majority countries among the ASEAN countries, such as Thailand, Myanmar and Sri Lanka. With its pilgrimage tourism cluster of sacred monuments’ tourism, India shares some elements of a common civilization with these countries in the context of sacred sites pilgrimage tourism (e.g., Bodh Gaya and Sarnath). By hosting worldwide Buddhist summits and working with entities like the International Buddhist Confederation (IBC), Indian authorities have collectively balanced cultural restoration projects (e.g., Ananda Temple, Myanmar), and ensured they are promoting Indian Buddhism. In a regional sense, through this exercise, India has established some of the historical, spiritual and new impetus for ‘connecting’ with ASEAN partners.
Yoga and AYUSH: Wellness-Driven Cultural Diplomacy
Individually, India has propagated Yoga not as a religious or spiritual practice but as a universal wellness discipline that is part of India’s broader portfolio of AYUSH diplomacy (Ayurveda, Yoga & Naturopathy, Unani, Siddha, and Homeopathy). As a form of cultural diplomacy being pursued by India, Yoga has been reframed into the global health and wellness narrative, foregrounding its scientific and therapeutic properties to maximize its power. The example of IDY as an instrument of India’s soft power and cultural diplomacy is expanded by the mass participation that India has seen in ASEAN countries such as Indonesia, Vietnam, Malaysia, and Cambodia, with governments, where possible, supporting IDY events in local capitals, contributing to India’s identity position as a source of holistic health and preventive practices.
Educational and Academic Exchanges Strengthening People-to-People Ties: Initiatives such as scholarship programs, student exchange programs, and academic engagement between Indian and ASEAN universities have contributed to long-term intellectual and diplomatic engagement between the countries involved. The reopening of Nalanda University in India has reinforced India as a traditional academic center, and ICCR scholarship programs and research fellowships have resulted in deep professional and cultural ties between India and ASEAN.
Bollywood and Entertainment Industry Influence: Films, music, and television from India have cultivated a considerable fan base throughout ASEAN, particularly in Malaysia, Indonesia, and Singapore. The massive popularity of Bollywood has contributed to shaping a positive perception of Indian culture, evaluation, and governance, regardless of political and economic context.
Technological and Digital Outreach Expanding India’s Soft Power: India is a significant partner for ASEAN’s burgeoning digital economy given its capacities in IT, digital payments and space technology. Programs like ASEAN-India Science and Technology Cooperation, and initiatives to promote digital education are enhancing India’s credibility as a leader of innovation and technology-based development.
Key Weaknesses and Challenges
Limited Media Presence in ASEAN: At present, India’s presence in ASEAN’s information and news ecosystem is significantly weaker than both its Western and Chinese counterparts. Therefore, India’s role in shaping regional narratives and legitimizing its cultural diplomacy will be limited.
Smaller Economic Footprint Compared to China, Japan and Korea: Although India’s cultural diplomacy in ASEAN is substantial, its economic engagement with the region is not as large as China, Japan and Korea. Given that soft power is often underpinned by economic influence, India’s limited economic engagement in ASEAN will weaken the long-term impact of its cultural diplomacy.
Inconsistent Policy Implementation and Outreach: Some cultural diplomacy initiatives have not been sustained. India has undertaken successful initiatives like Buddhist heritage preservation and yoga diplomacy, yet there has been inconsistency in the institutional and local grassroots engagement to ensure their sustainability.
Competition from Other Regional Influences: India’s soft power initiatives must compete with those of China (Confucius Institute), Japan (cultural initiatives), and South Korea (Hallyu). These three countries have spent a good deal of effort in cultural diplomacy, media outreach, and economic working, to put India in the position of competing for something and not being seen as unique.
Way Forward:
To address these problems and strengthen the strategic depth of its cultural diplomacy in ASEAN, India must take a comprehensive forward-looking approach:
Strengthening Media and Digital Outreach: India needs to expand its digital diplomacy through region-specific content in Southeast Asian social media, regional collaborations with ASEAN media houses, and providing additional resources for cultural promotional content in local languages. Dedicated Indian cultural media units, partnerships with media houses like ASEAN TV will enhance localised regional visibility.
Linking Cultural Diplomacy to Economic Diplomacy: Cultural diplomacy is tied to economic diplomacy. India can organize business culture summits (that can promote Indian businesses) or tourism trips focused on cultural heritage sites or combine trade expos with culture promotion. Scholarships for education, student exchanges, and training programs on cultural opportunities can be increased through the ITEC and ICCR framework.
Institutionalize Cultural Initiatives and use Local Participation: Currently, initiatives are ad hoc in nature, and more needs to be done systematically or institutionally. Permanent India-ASEAN cultural centers should be established in the region, regional chapters of the ICCR, and Indian cultural units should be embedded in Indian embassies in ASEAN states to ensure longevity. Moreover, engaging the stakeholder in understanding the local context and creating programs without modifying them, without regionalizing and thus drawing people into the currents of Indian culture, ensuring a form of local ownership and creating relevance for regional stakeholders.
Promote Contemporary Indian Culture Alongside Heritage: India needs to expand beyond its traditional soft power resources and advocate contemporary India (for example cinema, fashion, cuisine, technology, and innovation). Collaborating with ASEAN’s youth influencers, digital creators, and universities, India will advance in being ‘top of mind’ with younger audiences as results show that countries with more contemporary cultural assets are more attractive to youth.
Develop multilateral cultural diplomacy engagement: India should engage multilateral mechanisms for culture in relation to ASEAN, such as ASEAN’s Socio-Cultural Community (ASCC), ASEAN Foundation, and related regional forums. Approaches, such as cultural festivals, co-production of a documentary, and regional heritage preservation, will showcase Indian commitment to shared cultural values and regional solidarity.
Conclusion
India’s cultural diplomacy in ASEAN via the Act East Policy (AEP) has been a formidable strategic assets in enhancing regional engagement, goodwill, and India’s soft power. India has maximized its position by exploiting shared historical, religious, and cultural ties to exert its influence through Buddhism lessons, Bollywood, yoga and educational exchanges. These activities strengthened people-to-people connections, initiated intellectual collaborations, and equipped India to be recognized as a cultural authority in Southeast Asia. However, challenges exist; India has limited media presence in the region, an economic asymmetry with China and Japan, and an inconsistent implementation of policy aims. n order to refine India’s soft power strategy, India must emphasize digital engagement, sustain longer-term engagement initiatives and boost economic investment in ASEAN. Utilizing India’s positional influence into broader regional discourse through support for media projects, language programs, and cultural institutions will reinforce India’s position as a soft power leader in Southeast Asia region. Future trajectories for cultural diplomacy and soft power, will be driven by enhanced global co-ordination and creativity, in a structured, scalable and strategic manner, in turn resulting in deeper and more sustainable influence in ASEAN.
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