SINGAPORE: In his book in 1990, American political scientist Joseph Nye popularised the concept of “soft power”, referring to a nation’s international influence arising from attractiveness or appeal, in contrast to “hard power” rooted in military or economic strength.
While every nation seeks hard power in a turbulent world marked by trade and military conflict, there is much to be said for soft power which enables countries to project influence without force. The latter is closely associated with a nation’s brand strength, or how a nation is perceived by the global public.
As a small state, soft power and branding are particularly important for Singapore as commanding global mindshare is necessary to attract visitors, investment and talent, as well as for the country to exercise influence in the international arena.
The recent 2024 edition of Brand Finance Global Soft Power Index saw Singapore slip one place to 22nd among 193 nations ranked, although its absolute score improved 3.4 points to 54.4. This indicates that other nations are not standing still. To avoid being overtaken, Singapore must strive to make its mark in new ways that complement existing strengths.
However, in terms of Nation Brand Strength, Singapore still punches well above its proverbial weight, moving up to 10th place in the ranking.
According to the Brand Finance report, Singapore "serves as the business hub of Southeast Asia and is renowned for its world-class education, healthcare, transport, and low crime levels. These factors, paired with the nation’s unwavering political stability and commitment to its economic strategy, firmly position Singapore among the world’s strongest Nation Brands”.
Much of Singapore’s brand is tied to its remarkable economic success, which many developing countries around the world are keen to emulate. Singapore’s infrastructure, governance, cleanliness and public safety are also much admired worldwide.
Furthermore, Singapore has in recent years established itself as a vibrant global city hosting high-profile sporting events such as the Singapore Grand Prix and concerts by top global artistes. Who can forget the buzz surrounding Taylor Swift’s concerts in Singapore earlier this year?
Futuristic architecture including the Marina Bay Sands hotel tower and the Supertrees at Gardens by the Bay have captured global attention, putting Singapore on the bucket list of many a globetrotter. This reputation has in turn made Singapore a preferred venue for international meetings and conferences.
Still, Singapore has the potential to significantly enhance its soft power and branding in several ways.
Having more recognisable corporate brands and innovations that are closely associated with Singapore would make a difference, as would having more Singaporeans globally recognised for their achievements in various domains. Finally, Singapore can become an exemplar for inclusive development and social cohesion, inspiring societies across the world.
The Supertrees at Gardens by the Bay as dusk settles over the city skyline in Singapore, on Jul 17, 2023. (AP Photo/David Goldman)
While a handful of corporate brands such as Singapore Airlines are world-renowned, Singapore has fewer well-recognised commercial brands compared with other small countries such as Sweden and Switzerland. One reason is the relative dearth of Singapore companies in consumer-facing sectors.
This, however, is changing. Today, we have the likes of Charles & Keith, Razer and Grab, prominent brands whose companies are headquartered here.
A stronger association of such brands with Singapore would boost the nation’s own branding, in turn benefitting all firms that ride on the Singapore brand. It is important for Singapore to develop clusters of successful firms, as it may take more than one world-class company for a country to gain recognition in a particular industry or sector.
Innovations, too, can enhance national branding across a wide variety of domains.
For instance, “Singapore Math” - an approach to teaching mathematics - has gained traction in the United States and other countries. Singapore’s Electronic Road Pricing system, the world’s first congestion pricing system of its kind, has served as a blueprint for similar initiatives in other cities including London and Stockholm. These innovations have put Singapore at the forefront of pedagogy and traffic management, burnishing its reputation as an innovative country.
With the world facing an existential climate crisis, there is an opportunity for Singapore to be at the forefront of sustainability innovation through a whole-of-nation effort spanning private, public and people sector innovations. There are industry players investing in energy transition projects, low carbon technologies and biofuels; regulatory innovations around green finance and carbon offset schemes; as well as grassroots and non-profit initiatives such as Zero Waste SG.
In particular, Singapore is well-positioned to be a test-bed for innovations that require complex regulatory coordination, given its size and administrative efficiency. Major innovations developed here can be adapted and implemented in other cities, enhancing Singapore’s reputation for leading-edge innovation.
A country’s soft power is also reflected in its leading personalities, be they cultural or sporting icons, industry titans, political leaders, or leading thinkers.
Smaller nations, in particular, can gain outsized mindshare from such personalities. For instance, Serbian tennis star Novak Djokovic and Lord of the Rings filmmaker Peter Jackson from New Zealand have raised the international profile of their respective countries.
While Singaporeans like TikTok CEO Chew Shou Zi have made their mark internationally, there is certainly potential for more Singaporeans to rise to the top of their professions as Nobel Prize winners, Fortune 500 CEOs, Olympic champions, bestselling authors and chart-topping artistes.
This requires years of continual investment to build strong ecosystems and talent pipelines in various domains, so that stars who emerge are not just the occasional flash in the pan.
Singapore may not have the scale and depth of overseas ecosystems such as the American collegiate sports system or the Korean pop music industry, but we can strengthen the linkages between our domestic ecosystems and their overseas counterparts to facilitate talent flow in both directions.
This would provide more pathways for Singaporeans to rise to the top of their vocation, while also nurturing our domestic ecosystems. Successful Singaporeans can be both role models and mentors for the next generation of sports stars, musicians, entrepreneurs and academics.
While Singapore is often lauded for its economic success, its social achievements have been no less remarkable. Investment in education, public housing and healthcare have laid strong foundations for inclusive growth over the decades. With Singapore now among the most expensive cities in the world, sustaining inclusive growth requires new policies to strengthen social assurance and keep social mobility going.
In many advanced economies, unfettered globalisation has widened inequality over the years and provoked a reaction from the economically disenfranchised. As a result, right-wing populism is on the rise and countries are turning insular.
By stepping up social investment and support, Singapore can be a paradigm for inclusive growth and development, where economic gains are spread across society, with opportunities for all to move up in life.
Inclusivity amid diversity should become a hallmark of the Singapore identity. As a nation with immigrant roots that experienced communal riots in the 1960s, Singapore has always prioritised racial and religious harmony. Today, we need to extend the concept of inclusivity by making new immigrants and migrant workers feel welcome and part of our community, so that all can flourish under the Singapore tent.
At a time where the excesses of political partisanship are eroding social cohesion in many countries, Singapore has the opportunity to show the way in political discourse that is informed and respectful, and political competition that strengthens rather than divides society.
Singapore is already widely known and admired abroad, but its soft power can be significantly enhanced through stronger corporate brands, innovations, and personalities, along with a reputation for inclusivity.
Further progress in each of these areas will allow Singapore to exert greater influence as a nation that inspires people and societies around the world.
Terence Ho is Associate Professor in Practice at the Lee Kuan Yew School of Public Policy. He is the author of Governing Well: Reflections on Singapore and Beyond (2023).
Continue reading...
While every nation seeks hard power in a turbulent world marked by trade and military conflict, there is much to be said for soft power which enables countries to project influence without force. The latter is closely associated with a nation’s brand strength, or how a nation is perceived by the global public.
As a small state, soft power and branding are particularly important for Singapore as commanding global mindshare is necessary to attract visitors, investment and talent, as well as for the country to exercise influence in the international arena.
The recent 2024 edition of Brand Finance Global Soft Power Index saw Singapore slip one place to 22nd among 193 nations ranked, although its absolute score improved 3.4 points to 54.4. This indicates that other nations are not standing still. To avoid being overtaken, Singapore must strive to make its mark in new ways that complement existing strengths.
However, in terms of Nation Brand Strength, Singapore still punches well above its proverbial weight, moving up to 10th place in the ranking.
According to the Brand Finance report, Singapore "serves as the business hub of Southeast Asia and is renowned for its world-class education, healthcare, transport, and low crime levels. These factors, paired with the nation’s unwavering political stability and commitment to its economic strategy, firmly position Singapore among the world’s strongest Nation Brands”.
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Much of Singapore’s brand is tied to its remarkable economic success, which many developing countries around the world are keen to emulate. Singapore’s infrastructure, governance, cleanliness and public safety are also much admired worldwide.
Furthermore, Singapore has in recent years established itself as a vibrant global city hosting high-profile sporting events such as the Singapore Grand Prix and concerts by top global artistes. Who can forget the buzz surrounding Taylor Swift’s concerts in Singapore earlier this year?
Futuristic architecture including the Marina Bay Sands hotel tower and the Supertrees at Gardens by the Bay have captured global attention, putting Singapore on the bucket list of many a globetrotter. This reputation has in turn made Singapore a preferred venue for international meetings and conferences.
Still, Singapore has the potential to significantly enhance its soft power and branding in several ways.
Having more recognisable corporate brands and innovations that are closely associated with Singapore would make a difference, as would having more Singaporeans globally recognised for their achievements in various domains. Finally, Singapore can become an exemplar for inclusive development and social cohesion, inspiring societies across the world.
The Supertrees at Gardens by the Bay as dusk settles over the city skyline in Singapore, on Jul 17, 2023. (AP Photo/David Goldman)
SINGAPORE INC
While a handful of corporate brands such as Singapore Airlines are world-renowned, Singapore has fewer well-recognised commercial brands compared with other small countries such as Sweden and Switzerland. One reason is the relative dearth of Singapore companies in consumer-facing sectors.
This, however, is changing. Today, we have the likes of Charles & Keith, Razer and Grab, prominent brands whose companies are headquartered here.
A stronger association of such brands with Singapore would boost the nation’s own branding, in turn benefitting all firms that ride on the Singapore brand. It is important for Singapore to develop clusters of successful firms, as it may take more than one world-class company for a country to gain recognition in a particular industry or sector.
Innovations, too, can enhance national branding across a wide variety of domains.
For instance, “Singapore Math” - an approach to teaching mathematics - has gained traction in the United States and other countries. Singapore’s Electronic Road Pricing system, the world’s first congestion pricing system of its kind, has served as a blueprint for similar initiatives in other cities including London and Stockholm. These innovations have put Singapore at the forefront of pedagogy and traffic management, burnishing its reputation as an innovative country.
With the world facing an existential climate crisis, there is an opportunity for Singapore to be at the forefront of sustainability innovation through a whole-of-nation effort spanning private, public and people sector innovations. There are industry players investing in energy transition projects, low carbon technologies and biofuels; regulatory innovations around green finance and carbon offset schemes; as well as grassroots and non-profit initiatives such as Zero Waste SG.
In particular, Singapore is well-positioned to be a test-bed for innovations that require complex regulatory coordination, given its size and administrative efficiency. Major innovations developed here can be adapted and implemented in other cities, enhancing Singapore’s reputation for leading-edge innovation.
Related:
SINGAPOREANS ON THE GLOBAL STAGE
A country’s soft power is also reflected in its leading personalities, be they cultural or sporting icons, industry titans, political leaders, or leading thinkers.
Smaller nations, in particular, can gain outsized mindshare from such personalities. For instance, Serbian tennis star Novak Djokovic and Lord of the Rings filmmaker Peter Jackson from New Zealand have raised the international profile of their respective countries.
While Singaporeans like TikTok CEO Chew Shou Zi have made their mark internationally, there is certainly potential for more Singaporeans to rise to the top of their professions as Nobel Prize winners, Fortune 500 CEOs, Olympic champions, bestselling authors and chart-topping artistes.
This requires years of continual investment to build strong ecosystems and talent pipelines in various domains, so that stars who emerge are not just the occasional flash in the pan.
Singapore may not have the scale and depth of overseas ecosystems such as the American collegiate sports system or the Korean pop music industry, but we can strengthen the linkages between our domestic ecosystems and their overseas counterparts to facilitate talent flow in both directions.
This would provide more pathways for Singaporeans to rise to the top of their vocation, while also nurturing our domestic ecosystems. Successful Singaporeans can be both role models and mentors for the next generation of sports stars, musicians, entrepreneurs and academics.
Related:
ECONOMIC AND SOCIAL INCLUSIVENESS
While Singapore is often lauded for its economic success, its social achievements have been no less remarkable. Investment in education, public housing and healthcare have laid strong foundations for inclusive growth over the decades. With Singapore now among the most expensive cities in the world, sustaining inclusive growth requires new policies to strengthen social assurance and keep social mobility going.
In many advanced economies, unfettered globalisation has widened inequality over the years and provoked a reaction from the economically disenfranchised. As a result, right-wing populism is on the rise and countries are turning insular.
By stepping up social investment and support, Singapore can be a paradigm for inclusive growth and development, where economic gains are spread across society, with opportunities for all to move up in life.
Inclusivity amid diversity should become a hallmark of the Singapore identity. As a nation with immigrant roots that experienced communal riots in the 1960s, Singapore has always prioritised racial and religious harmony. Today, we need to extend the concept of inclusivity by making new immigrants and migrant workers feel welcome and part of our community, so that all can flourish under the Singapore tent.
At a time where the excesses of political partisanship are eroding social cohesion in many countries, Singapore has the opportunity to show the way in political discourse that is informed and respectful, and political competition that strengthens rather than divides society.
Singapore is already widely known and admired abroad, but its soft power can be significantly enhanced through stronger corporate brands, innovations, and personalities, along with a reputation for inclusivity.
Further progress in each of these areas will allow Singapore to exert greater influence as a nation that inspires people and societies around the world.
Terence Ho is Associate Professor in Practice at the Lee Kuan Yew School of Public Policy. He is the author of Governing Well: Reflections on Singapore and Beyond (2023).
Continue reading...