Rethinking Bangladesh’s Soft Power: A Strategic Imperative in a Changing World

In this commentary, BIPSS Research Assistant Jannatul Toba Jhumu examines why Bangladesh must rethink and strategically harness its soft power in an increasingly competitive and rapidly changing global environment. She argues that soft power is not merely a matter of international prestige but a critical instrument for expanding diplomatic space, protecting national interests, and strengthening Bangladesh’s global influence. The commentary explores Bangladesh’s key soft power assets. It also analyzes the challenges limiting the country’s ability to convert these assets into sustained influence, such as governance concerns, institutional weaknesses in public diplomacy, fragmented nation-branding efforts, and intensifying international competition. Furthermore, the commentary highlights how Bangladesh’s recent political transition and evolving geopolitical environment have made effective soft power projection more important than ever. Toba concludes that a coherent and adaptive soft power strategy is essential to strengthen Bangladesh’s international influence, protect its national interests, and enhance its global standing.