Author: Irna Nurlina

Published: 28 May 2026

The strong but varying attractiveness of Southeast Asian countries for their citizens’ work and play provides food for thought on future regional cohesion, identity and development.

Mass media has commonly portrayed Southeast Asia as an exciting, adventure-fuelled, culturally rich but often exoticised region for its inhabitants and visitors alike. The final section of the State of Southeast Asia (SSEA) 2026 Survey contributes to the abundant evidence of the “soft power” of regional countries based on respondents’ “relocation preference and travel choices”. Soft power, coined by American political scientist Joseph Nye in 1990, is widely understood in international relations as a fundamental aspect of a country’s attraction, alongside its military and economic might (that is, ‘hard power’).

For full article, please open the link:

https://fulcrum.sg/the-lure-and-lore-of-southeast-asia-understanding-the-dynamics-of-soft-power/

The article was published by ISEAS.

IRSEA and ISEAS have agreed to enter into a relationship of cooperation.

The opinions expressed in this article are the author’s own and do not necessarily reflect the official policy, position or view of IRSEA