The recent Nordic Film Festival in Bangkok highlighted how Scandinavian culture has a mission in Southeast Asia. These films introduced audiences to Nordic storytelling, values, and perspectives – an example of how diplomacy extends beyond politics and economics.
The films were the latest example of how the Nordic countries have long been advocating our values of equality, democracy, transparency, and sustainability, shaping everything from business practices to urban planning in the region.
The recently opened Fimue Coffee Music Social Club in Chiang Mai is a good example of how Scandinavian minimalism and vintage charm blend naturally with Southeast Asian hospitality. The owners are clearly inspired by the broader Nordic brand to incorporate it into their new venue.
While our Nordic soft power continues to make an impression, it faces competition from the overwhelming influence of Chinese, American, and Korean cultural exports. However, our values have a growing appeal in particular among Southeast Asia’s educated and influential elites, who see us as alternative models of sustainable governance and ethical business practices.
Our countries consistently rank among the world’s most transparent and sustainable nations. These values remain attractive, particularly in business, governance, and academia, where forward-thinking individuals seek models for ethical governance and sustainable development.
Our design, literature, and lifestyle brands remain highly visible in Southeast Asia. Scandinavian design principles – functionality, simplicity, and sustainability – have influenced interior design and urban development in cities like Bangkok, Singapore, and Ho Chi Minh City. The works of authors such as Astrid Lindgren and contemporary Nordic crime novelists have found a growing readership. Sustainable and ethical fashion brands from our region are also gaining traction.
Education and governance are other areas where our soft power is present. Nordic universities attract Southeast Asian students, particularly in sustainability, technology, and social sciences. Public sector collaborations have introduced Nordic-inspired urban planning and green energy solutions. Our workplace culture has also influenced multinational companies operating in the region.
Future collaborations between our region and Southeast Asia could strengthen ties through film co-productions, cultural festivals, and sustainability-focused partnerships. There is also an opportunity for our institutions to work more closely with local governments and businesses to implement long-term projects that reflect shared priorities.
Our countries may be small, but we have a key role to play in continuing our soft power influence in Southeast Asia. We must continue to share our ideas, creativity, and forward-thinking governance models. We must serve as alternative role models.
Our soft power diplomacy in the region is not just about business – it’s about contributing to shaping the future of Asian societies by offering our values, ideas, and principles. Becoming more visible is the first step, and initiatives like the Nordic Film Festival are key milestones in this effort. The Nordic Film Festival and other initiatives should be seen in this bigger light as steps in that direction.
