Cultural Leadership: The Next Global Superpower

Forbes

2 days ago

Paolo Petrocelli, Head of Dubai Opera.
What makes a country powerful in today's world? Is it military strength, economic capacity or technological innovation? These certainly remain essential. But increasingly, cultural leadership is emerging as a highly strategic, sustainable and human-centered form of influence at the global level. Power is no longer measured exclusively by production or defense. It is defined by a country's ability to inspire, engage and connect with people across borders.
In our interconnected and fast-paced world, the capacity to build bridges through stories, symbols and shared experiences has become a defining characteristic of modern leadership. The future belongs to those who can speak not only to the mind, but to the heart.
The Rise Of Cultural Power
In the twentieth century, global dominance was associated with industrial capacity and military alliances. Success was defined by economic expansion and geopolitical control. Today, the world is experiencing the rise of a new kind of influence: one rooted in cultural identity, creative expression and emotional resonance.
A powerful example is South Korea, whose cultural ascension has reshaped global perceptions. Through the explosion of K-pop, K-dramas, fashion and cinema, South Korea has captivated audiences worldwide. The global impact of BTS, BLACKPINK and the Oscar-winning film Parasite demonstrates the strength of cultural strategy.
Japan, after its industrial rise, repositioned itself globally through aesthetics, cuisine, design and storytelling. Japanese culture has come to symbolize innovation, serenity and sophistication.
Italy, long admired for its classical heritage, continues to inspire through its unique blend of tradition and reinvention. Opera, design, food and fashion are all part of a living legacy. In Brand Finance's "Global Soft Power Index 2024," Italy ranks among the top nations for cultural influence, demonstrating how heritage can remain a future-facing asset.
None of these examples is coincidental. They are the result of strategic cultural investment.
From Soft Power To Strategic Influence
A concept introduced by Harvard professor Joseph Nye in 1990, soft power is the ability to win support from others through common ideals rather than through coercion.
For many years, soft power was treated as secondary to economic and military tools. That perception has now changed. Around the world, governments and institutions are embracing culture not as an ornament, but as a central part of their long-term strategy.
The United Arab Emirates (UAE), which I call home, exemplifies this evolution. In recent years, the UAE has emerged as a regional and global cultural hub. With landmarks such as the Louvre Abu Dhabi, the Abrahamic Family House and the Dubai Opera (which, full disclosure, I am head of), the nation is using culture to position itself as a connector between East and West.
These initiatives are more than symbolic. They represent a clear understanding that culture builds understanding, fosters tolerance and enhances international reputation. They demonstrate that nation-building today involves not only infrastructure, but imagination.
Culture is now an asset for diplomacy, tourism, education and sustainable development. It is an investment in long-term influence.
Cultural Leadership As A Model For The Future
Cultural power requires people who can guide it with vision and clarity. This is the essence of cultural leadership.
To lead culturally means more than overseeing institutions. It means shaping the emotional and intellectual foundations of society. It requires the ability to reflect a community's identity while opening space for dialogue, progress and shared purpose.
Cultural leaders are not simply directors or curators. They are architects of meaning. They create platforms for connection and collective expression. Their leadership is based on inclusion, resonance and inspiration, rather than authority or control.
This approach is not limited to the arts. Executives, educators and public officials can and should think like cultural leaders, using empathy and imagination to shape meaningful experiences and decisions. In a world marked by fragmentation and mistrust, this kind of leadership is essential.
Opera, Art And The Reimagining Of Influence
Even the most traditional art forms are being renewed within this framework. At Dubai Opera, we are working to create a space that is relevant to all generations, rooted in excellence but open to experimentation. This means building programs that speak to both heritage and the present, creating experiences that are inclusive and forward-looking.
Cultural institutions are increasingly drivers of innovation, education and social engagement. They nurture creative economies, attract international talent and enhance the vibrancy of cities.
When a country invests in the arts, it is not merely supporting beauty. It is investing in cohesion, tourism, mental well-being and civic pride. According to a 2023 UNESCO report, the cultural and creative industries account for more than 3% of global GDP and provide more jobs to young people than many traditional sectors.
These numbers are not abstract. They point to a simple truth: Culture creates value in every sense.
A Call To Action
I believe the next global superpower will not be defined by its military arsenal or its access to advanced technology. It will be the nation whose culture captivates, inspires and resonates on a global scale.
A country's place in the world will increasingly be shaped by its identity, creative ambition and cultural clarity. These qualities must be cultivated with care and intent. They require policy frameworks that place culture at the center of national planning and international engagement.
For leaders, this means understanding that culture is not a cost. It is a form of capital—one that multiplies over time, creates loyalty and unlocks new paths for innovation and influence.
If we are serious about building a more inclusive and interconnected world, we must treat cultural leadership as a strategic imperative.
The future belongs not only to the strong or the fast. It belongs to those who can move people—not just through power, but through meaning.
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