The soft power is the ability of governments to influence and achieve their goals, the triangle of power is divided into military, economic and soft power. In this emerging world, the rules of the game changed, and no country was able to succeed without ensuring its soft power is invested inefficiently.

Soft power is the ability to attract without coercion, to influence and change public social opinion. Public should be collaborators to use its culture through art, food, dress, music, theatre and more.

Can you imagine how art can influence? Cinema can direct conscience toward public opinion and help bring societies forward or pull them backward. Egyptian antiquities and art are soft power tools for Egypt, for example. Just like Hollywood, Coca-Cola and Apple for the United States, Toyota, Sony and animation for Japan. Denmark’s reputation as the least corrupt countryً in the world is a soft power. People are attached to Italy because of pizza and France because perfume is soft power. Building the values of happiness and tolerance in UAE and allocating ministries to handle them is a soft power.

Soft power is a national security issue, and if it is properly handled, the state will be able to balance its hard and soft powers. It is necessary to realize that soft power is not complete without the concerted efforts of all, without exception of public and governments, to make us more skilled in meeting regional and international challenges of whatever, whenever and who ever.

Tarek Sakik

CEO

Sash&Company