America’s Secret Sauce: A Recipe for Soft Power

The 2022 World Cup was a tournament like no other, but its significance extends far beyond the soccer field. As foreign tourists flocked to the United States, they encountered a peculiar phenomenon – American institutions that have become an integral part of the country’s identity. Ranch dressing, Buc-ee’s, Waffle House, and country music might seem trivial to some, but they represent something profound: America’s soft power.

Soft power is often seen as a byproduct of formal diplomacy, comprising treaties, negotiations, and high-level interactions between governments. However, this view overlooks the quiet yet potent influence that American institutions exert on the world stage. From small kindnesses by strangers to familiar songs in unfamiliar places, these seemingly mundane encounters have a profound impact on how people perceive the United States.

The World Cup laid bare the limitations of America’s formal diplomatic efforts. Despite its global reach and multilateral architecture, the U.S. struggles to win over hearts and minds. A recent Pew survey found that only 37% of adults in 36 major countries have a favorable view of the U.S., highlighting the need for a more nuanced approach.

In an era where national power is shaped by forces beyond government control – supply chains, technology platforms, universities, and commercial strategy – America’s competitors are adapting to this reality. The U.S. must respond in kind, leveraging its private and civic institutions as full partners in building consequential relationships overseas.

The International Visitor Leadership Program has been a model for this approach since 1940, bringing tens of thousands of emerging leaders to the United States. By creating practical ways for private and civic institutions to reinforce each other, America can build trust, expand markets, and strengthen its competitiveness.

However, this requires more than just goodwill gestures. It demands a fundamental shift in how Washington approaches diplomacy. Outdated regulations that discourage responsible engagement should be modernized to enable smaller firms, universities, cities, and cultural institutions to participate in trade missions and exchanges.

The transformation of the Overseas Private Investment Corporation into the Development Finance Corporation is a testament to what can be achieved when regulatory barriers are removed. This new entity has already made significant strides in building bridges around the world, providing a counterweight to China’s Belt and Road Initiative.

As the global competition for leadership intensifies, America must rethink its diplomacy strategy. The World Cup showed that soft power is not just a byproduct of formal diplomacy but a potent force in itself. By embracing this reality, the U.S. can win hearts and minds in ways that treaties and joint statements alone cannot.

In the 21st century, inspiration will be the secret sauce that wins global hearts – not ranch dressing or any other condiment. America’s soft power assets are vast and varied, from small kindnesses to familiar songs. It is time for Washington to recognize this reality and harness its full potential.

The stakes are high, but the rewards are greater. By reconnecting people to the full range of American ideas and opportunities, the U.S. can build a more sustainable and inclusive global order. The World Cup has been a powerful reminder that America’s secret sauce is not just a condiment – it’s a recipe for soft power that can charm allies and enemies alike.