Beyond Bilateral Economic Equations: Putting Culture at the Heart of Diplomacy
Cultural diplomacy supports trade by building familiarity and trust before negotiations begin. Language classes, cinema, food, scholarships, tourism and the arts create people who understand a country and want to work with it. Culture cannot fix bad policy or close a deal on its own. It prepares the ground so diplomacy and business meet less resistance. By Saurabh Vig Trade and investment are about interests, of course. But more than that, they are about trust. When a company decides where to...
