Cultural confluence: India-EU synergy in public and cultural diplomacy

‘Soft-Power’ diplomacy is the new instrument for nations to influence the masses. After globalization (post the Second World War), nations are interconnected through technology and diplomacy. Nations tend to avoid using ‘hard’ diplomacy in this globalized world. India is an ancient civilization with a rich cultural heritage that has shaped its ‘Soft-Power’ diplomacy. Adorned by democratic values, India and the European Union have the ability to leverage their influence through cultural diplomacy, collaborations, and mutual engagements in the Indo-pacific as a ‘Soft-Power’. The ‘Incredible India’ campaign (promoted by the Government of India since 2002) is associated with India’s tourism (Edwards and Ramamurthy in Commun Culture Critique 10:11–13, 2017 [1]). The tangible and intangible cultural heritage brings convergence from difference and its benefits are substantial in international relations (Munjeri in Museum Int, 2004 [2]). ‘Yoga’ has become an international Yoga since 2015 as the United Nations Organisation declared the 21st of June as ‘International Yoga Day’ ( UNO, International Day of Yoga. 2023 [3] https://www.un.org/en/observances/yoga-day#:~:text=Recognizing%20its%20universal%20appeal%2C%20on,Yoga%20by%20resolution%2069%2F131 ). For effective public and cultural diplomacy, the use of social media by non-state actors is influential. This article analyses how India’s cultural heritage shapes its ‘Soft-Power’ diplomacy and has become an effective instrument for public diplomacy. It will study the convergence of public diplomacy between India and the European Union and its impact on the global stage.