Since its opening in mid-May, the exhibition at the Hong Kong Heritage Museum of works by Pablo Picasso has charmed almost 200,000 visitors. Even Donald Tsang Yam-kuen, the now-former chief executive, was dazzled by the masterpieces, reportedly ordering museum staff to begin work earlier than usual on one occasion so that he could enjoy a private viewing.
The exhibition of 56 paintings in Sha Tin has been the highlight of the 20th anniversary of the city's annual Le French May arts festival, and runs until July 22. Most viewing times have been booked, so unless you have the kind of clout that Tsang once enjoyed, you may not be able to see for yourself the magic and power of the Musee National Picasso's HK$6.7 billion worth of cultural exports, a unique example of France's soft power.
'We want to maintain our international presence through culture,' says Xavier Darcos, a former education minister and the president of the Institut Francais, a government agency promoting French culture overseas. 'We were a strong economic power before, but our economic influence has been reduced. Cultural soft power is what we still have, to maintain our influence overseas, and cultural soft power is a gate to economic interests.'
Ting Wai, a professor at Baptist University who specialises in international relations, concurs, saying that countries are using culture as a diplomatic tool to maintain their international presence and project a good image.
'For example, America dominated the world in the 20th century not only with its ideologies of democracy and freedom, but also popular culture, like Hollywood, Disney and even McDonald's. It's about the values a country represents. If you learn their model, it's considered a victory for them,' Ting says.
European countries like Britain and Germany have a long history of promoting their cultural influence overseas, through the work of organisations like the British Council and Goethe-Institut.
Hong Kong has been making its own efforts at cultural diplomacy. The Trade Development Council helps to promote Hong Kong cinema at international film festivals such as Cannes, and the Arts Development Council funds local artists who show their work at venues such as the Venice Biennale's Hong Kong pavilion. The HK$21.6 billion West Kowloon Cultural District is also helping to put the city on the world map, while the establishment of a culture bureau will hopefully increase the city's influence.