Soft Power at the Crossroads: Confucianism and Perception of China in Southeast Asia

Abstract The revival of Confucianism in China reflects an effort to infuse soft power with moral authority and signals an attempt to turn ethical credibility into political legitimacy amid strategic ambition. This study examines the reception of China’s Confucian moral diplomacy in Southeast Asia, a region shaped by diverse ethical and religious traditions. Drawing on data from the sixth wave of the Asian Barometer Survey, the analysis explores how Confucian social ethics and political values affect perceptions of China’s influence at domestic, regional, and global levels, and how these relationships vary with democracy, economic ties, and territorial disputes. The results show that moral integrity, not cultural familiarity, sustains acceptance. Social ethics foster approval only when China’s actions demonstrate reciprocity and sincerity, whereas political Confucianism, rooted in hierarchy and competence, gains traction under conditions of stability and cooperation. Across contexts, Confucianism functions less as a cultural export than as a moral framework guiding how publics interpret conduct. The findings reveal a broader transformation in international politics, suggesting power now depends more on the integrity of behaviour than on the allure of culture.