In this digital era, diplomacy is no longer restricted to close-door borders between states. Today, it is just as much about winning hearts globally and Denmark becoming the master of this art. Countries like Pakistan, confronting persistent image issues globally, must learn from Denmark in how soft power can be translated into visionary influence. A nation can strengthen its soft power by enhancing its nation branding efforts. In fact, nation branding can be a guiding framework for the country’s wider international relations.
Denmark’s triumph lies in its strategic nation branding that is built around values like democracy, sustainability, and innovation. Copenhagen, the Danish capital, has always been a world-leading symbol in sustainability since long ago. According to Harvard International Review, in 2024 Copenhagen has been ranked as #03 in the sustainable cities Arcadis index. Denmark leverages its “Green Diplomacy” to position itself as a leading role model on climate responsibility, earning global amity and investment through its continuous commitment to clean energy and environmental cooperation. Copenhagen has introduced the CPH2025 climate plan. It outlines the goals in energy production/consumption, transportation, and city administrative initiatives. Additionally, the city has now become a destination for people engaging in eco-tourism, including foreign citizens, offering low cost to experience the city in exchange for climate-friendly measures through a latest program named “CopenPay.” This focus on environmental stewardship is not only ethical but also ingenious. This leads Denmark to export values and policies alongside wind turbines and green technology.
Another notable example is Denmark’s “techplomacy” strategy. Denmark became the first country to appoint an ambassador for tech diplomacy back in 2017. The aim of this strategy was to close the main stakeholders in the tech sector, e.g., Google, Apple, and Microsoft. Danish strategy is eager to start more focused and intensive dialogues with these major companies. Denmark’s Tech Diplomacy Initiative (2021-2023) has three key priorities, i.e., democracy, security, and responsible tech development. It highlights that tech firms need to respect societal values and human rights, calling for international regulations to guarantee ethical digital practices. As the most digitized public sector in Europe, Denmark sets a symbolic example. In terms of democracy, the strategy upholds robust data protection laws such as the EU’s GDPR and calls for worldwide collaboration to advance digital rights protection. As regards the security concerns, Denmark emphasizes the collaboration between government and the tech sector in efforts to confront cyberattacks, foreign meddling, and abuse of the internet.
Having developed itself as a master in tech diplomacy, Denmark enhanced its soft power through cultural diplomacy. The Embassy of Denmark in Washington highlights, “Culture and arts are not as easy to put in numbers; however, at the Danish Embassy we recognize that culture and arts play a substantial role in understanding Denmark and Danish society. We call it the Cultural Diplomacy.” This perspective reinforces Denmark’s commitment to diplomacy as a vital component of its international relations strategy. Danish cultural diplomacy is coordinated through initiatives like the international cultural panel, a collaboration between the Ministry of Foreign Affairs, the Ministry of Culture, and the Ministry of Business and Growth. Their strategy focused on several main objectives, including developing and renewing Danish art/culture, marketing Denmark as a brand, promoting cultural exports, and encouraging intercultural dialogues. The Danish Cultural Institute (DCI), set up in 1940, plays a vital role in this mission. DCI facilitates cultural exchanges and long-term cooperation between Danish and international cultural institutions worldwide (including offices in Brazil, China, and India). These cultural efforts are not solo attempts but integral parts of Denmark’s nation branding strategy. Through the promotion of its cultural resources, Denmark weaves a compelling national story that appeals to the world, projecting a positive image and influence.
Public diplomacy is a significant factor in projecting a nation’s image in the international arena by highlighting its cultural values and accomplishments directly to foreign publics. Pakistan, with its glorious past, dynamic culture, and geopolitical significance, has tremendous potential to enhance its global presence through effective public diplomacy. In recent years, endeavors have been put in to promote tourism, cultural heritage, and digital outreach, all of which are positive indications to increase global engagement/better understanding of Pakistan.
A motivating model from which Pakistan can take a cue is Denmark’s CopenPay initiative, a forward-thinking paradigm of people diplomacy that weaves together tourism and sustainability. Through this strategy, domestic and foreign tourists/visitors are rewarded for carrying out green pursuits like cycling, taking public transport, and/or taking part in neighborhood cleaning initiatives. This is not only encouraging citizens towards environmental concern, but it also establishes greater bonding at the nation-to-nation as well as people-to-people level.
Keeping in view the above strategy, Pakistan can emulate it to further boost its own public diplomatic efforts. As an instant remedy, a similar program/initiative, which can be named “Be a Proud Tourist to Pak,” “Eco-Pak Champion Card,” or “Cultural Explorer Badge,” can be launched to promote responsible tourism and cultural engagement. Tourists and even residents can gain merit/reward for visiting heritage sites, contributing to planting drives, or shopping for local crafts and interacting with local communities. These programs would be useful to enhance Pakistan’s natural beauty, cultural richness, and dedication to sustainability in a constructive and participative manner. Also, strengthening relations with the Pakistani diaspora, students, and local communities can further promote true stories regarding Pakistan’s advancements and hospitality. Cultural centers and embassies can also engage more actively by presenting success stories, art, music, and innovation from various regions. By embracing inclusive and innovative public diplomatic strategies drawn from international best practices by Denmark, Pakistan can further bridge the world and present a robust, positive, and open national image.
