Mirror, mirror on the wall, who is the softest of them all? Evaluating Japanese and Chinese strategies in the 'soft' power competition era

As states jostle to attract and entice others by deploying a range of innovative strategies, a 'soft' power competition era looms possibly in the Asia-Pacific. This paper argues that reflecting on this period of competitive policy innovation provides a valuable opportunity to re-assess the theory and practice of Joseph Nye's 'soft' power, given its conceptual and empirical frailties: how theoretically precise are the policies commonly described as projecting 'soft' power? To do so, it undertakes a comparative evaluation of Japan's and China's 'soft' power strategies. By paying close attention to the theory–practice linkage, it illuminates the disparities in their understanding of Nye's 'soft' power. Rather than a one-size-fits-all concept, 'soft' power strategies with distinctively Japanese and Chinese characteristics are emerging, bringing different advantages and weaknesses. The proverbial magic mirror would conclude that by more closely matching Nye's formulations and displaying a less competitive streak, Japan appears the 'softer' power.