Conceptualising Taiwan’s Soft Power Projection in its ‘New Southbound Policy’

Abstract

This paper examines Taiwan’s New Southbound Policy (NSP-T) from a soft power conceptual perspective. It traces the origins of the NSP-T before the Tsai Ing-wen administration came into power in 2016 and then discusses the NSP-T’s subsequent implementation. Through an overview of the earlier ‘Go South Policy’ (GSP) during the administrations of Lee Teng-hui, Chen Shui-bian and Ma Ying-jeou (1994–2016), this paper finds that soft power was not institutionalised in the policy despite it being a prevalent concept, and repeatedly propagated by successive Taiwanese presidents for their foreign policy goals. Soft power is now outlined as the ‘overarching link’ connecting Taiwan and the NSP-T countries for the attainment of the former’s three strategic aims ─ identifying a new direction and driving force for a new stage of Taiwan’s economic development, redefining Taiwan’s important role in regional development and creating future value for Taiwan’s engagements in the region. This article seeks to extrapolate how soft power contributes to the achievement of the three policy visions in Southeast Asia. Through assessments of NSP-T cooperation programmes and strategies in its six sectors of medical care, agriculture, manufacturing, tourism, education and civil society, an analytical model is introduced to explain Taiwan’s soft power projection in Southeast Asia.