The United States, China, the United Kingdom and maybe until recently Russia.

美國、中國、英國，也許直到最近還有俄羅斯。

Maybe in the future, India.

也許將來會在印度。

But what if I told you that there are much smaller, seemingly insignificant countries that suddenly achieve gigantic influence on a global scale?

但是，如果我告訴你，有一些小得多的、看似微不足道的國家，突然在全球範圍內獲得了巨大的影響力，你會怎麼想？

What if we were to talk about countries that are neither the richest in the world, nor do they necessarily have nuclear weapons, large armies or even a large population, but have nevertheless managed to carve out a niche for themselves on the international geopolitical chessboard?

如果我們來談談那些既不是世界上最富有的國家，也不一定擁有核武器、龐大的軍隊甚至眾多人口，但卻設法在國際地緣政治棋盤上為自己開闢出一片天地的國家呢？

Well, VisualPolitik viewers, in this video we are going to give you several examples of countries that, despite being relatively small, are breaking all the molds.

好了，VisualPolitik 的觀眾們，在這段視頻中，我們將為您舉出幾個國家的例子，這些國家雖然相對較小，但卻打破了所有的模式。

But first, it would not be out of place to shine a light on the ultimate key to its renewed influence.

但首先，我們不妨來看看其影響力得以恢復的最終關鍵所在。

We are talking about what is known as soft power.

我們說的是所謂的軟實力。

And take note, this could be much more important than you might imagine.

請注意，這可能比你想象的要重要得多。

You could say that this type of strategy, or power, consists of being able to impact, influence and persuade people around the world to achieve certain objectives.

可以說，這種戰略或權力包括能夠影響、左右和說服世界各地的人們實現某些目標。

In order to do this, elements such as culture, values, innovation, sports, diplomacy and even philanthropy are used.

為此，我們使用了文化、價值觀、創新、體育、外交甚至慈善等元素。

It is the opposite concept of hard power, which is exercised through coercion, the use of force or threats or economic blackmail, a type of power in which, not surprisingly, the great powers have many advantages.

這是與硬實力相反的概念，硬實力是通過脅迫、使用武力或威脅或經濟訛詐來行使的，在這種實力類型中，大國擁有許多優勢，這一點不足為奇。

In other words, in summary, while hard power depends on force, soft power depends on persuasion and attraction.

換句話說，總之，硬實力依靠武力，軟實力則依靠說服和吸引。

Let's see, as far as influence and military presence go, we have already talked about them in a lot of videos.

讓我們看看，關於影響力和軍事存在，我們已經在很多視頻中討論過了。

It's a recurring theme on VisualPolitik.

這是 VisualPolitik 上反覆出現的主題。

However, what we have rarely is how any country can expand its relevance and international influence by resorting to persuasion.

然而，我們很少看到的是，任何國家如何通過說服來擴大其相關性和國際影響力。

This can also be a real lifeline for the country's companies and products.

這也是該國企業和產品的真正生命線。

And believe me, it is no joke.

相信我，這可不是鬧著玩的。

Many countries are already developing this line of work.

許多國家已經在開展這項工作。

So, without further ado, shall we find out which countries are able to compete head-to-head with the major powers?

那麼，話不多說，我們來看看哪些國家能夠與大國正面競爭？

How exactly are they doing it?

他們到底是怎麼做的？

Well, VisualPolitik viewers, we are going to look at every aspect of this new approach.

好了，VisualPolitik 的觀眾朋友們，我們將對這種新方法的方方面面進行探討。

And you know what?

你知道嗎？

We are going to illustrate it with concrete examples.

我們將用具體的例子來說明這一點。

So, let's get started.

那麼，讓我們開始吧。

THE EMERGENCE OF K-POWER One of the countries that has most increased its international influence and improved its external image in recent times is, can you guess?

韓國力量的崛起 近來，國際影響力和對外形象提升最快的國家之一是什麼？

Yes, indeed, South Korea.

是的，的確是韓國。

Here on VisualPolitik we have already talked about this country in several videos.

在 VisualPolitik 上，我們已經在多個視頻中談到過這個國家。

We've talked about political, economic, military and even social issues.

我們談論過政治、經濟、軍事甚至社會問題。

But what we've never is how this country has become one of the most popular countries in the world.

但我們從未想過的是，這個國家是如何成為世界上最受歡迎的國家之一的。

I'm sure you've heard about K-pop or Korean series that have taken Netflix by storm, such as Squid Game.

我相信你一定聽說過風靡 Netflix 的 K-pop 或韓國電視劇，比如《烏賊遊戲》。

But long before all that, before Gangnam Style became the most watched video on YouTube, before groups like BTS and Blackpink conquered the world and before the movie Parasite won four Oscars, the so-called Korean Wave had already conquered the Asian continent.

但早在這一切之前，在《江南 Style》成為 YouTube 上點擊率最高的視頻之前，在 BTS 和 Blackpink 等組合征服世界之前，在電影《寄生獸》獲得四項奧斯卡獎之前，所謂的韓流已經征服了亞洲大陸。

Maybe even some of you, as a result of all of this, have been encouraged to try Korean food, a cuisine that is also becoming more and more popular.

也許你們中的一些人也是以被鼓勵去嘗試韓國菜，因為韓國菜也越來越受歡迎。

Cinema, music, culture and gastronomy.

電影、音樂、文化和美食。

It may not seem like much to us, but isn't it surprising that a country like this is having such a global impact?

對我們來說，這似乎不算什麼，但這樣一個國家卻能產生如此大的全球影響，難道不令人驚訝嗎？

Have you ever thought, for example, about the cars that systematically appear in Korean TV series?

例如，您是否想過韓國電視劇中經常出現的汽車？

If you haven't, take a look.

如果您還沒看過，請看一看。

But they are almost always either Hyundai, Genesis or Kia.

但它們幾乎總是現代、創世紀或起亞。

We could almost talk about a mega ad for one of this country's most important industries.

我們幾乎可以說是為這個國家最重要的產業之一做了一個大型廣告。

And of course, we're not just talking about cars.

當然，我們談論的不僅僅是汽車。

But that's just one aspect of this huge global exhibition.

但這只是這個大型全球展覽的一個方面。

It's a kind of exposure that, in the case of South Korea, has not come out of nowhere.

就韓國而言，這種曝光率並非憑空而來。

Quite the contrary.

恰恰相反。

We could go so far as to say that it has been part of a state's strategy for several decades now.

我們甚至可以說，幾十年來，它一直是國家戰略的一部分。

You see, many experts believe that government support was key in the Hallyu, the Korean wave of cultural content that emerged in the 1990s.

許多專家認為，政府的支持是韓流（20 世紀 90 年代興起的韓國文化內容浪潮）的關鍵所在。

For example, in 1998, then-president Kim Dae-sung announced the first plan to support the Hallyu industry.

例如，1998 年，時任總統金大中宣佈了首個扶持韓流產業的計劃。

The aim was to boost the cultural industry to make it a great showcase for the country.

其目的是促進文化產業的發展，使其成為國家的一個重要展示窗口。

And it was not just hot air.

這不僅僅是熱氣球。

In just three years, the public budget allocated to the cultural industry tripled.

在短短三年內，分配給文化產業的公共預算增加了兩倍。

The success was so resounding that the next government, that of Roh Moo-hyun, continued to increase investment in the cultural industry.

由於取得了巨大成功，下一屆盧武鉉政府繼續增加對文化產業的投資。

In fact, several laws were also established, as well as government agencies, aimed exclusively at promoting this cultural content both inside and outside the country.

事實上，還制定了若干法律，並設立了政府機構，專門負責在國內外推廣這種文化內容。

Let's see, yes, I know what you're thinking.

讓我想想，是的，我知道你在想什麼。

If it were as easy as putting money on the table, many countries could do the same, right?

如果這就像把錢放在桌子上一樣簡單，許多國家也能做到，不是嗎？

Yes, you are absolutely right.

是的，你說得非常對。

In fact, the truth is that, in this case, the key to success of the Korean wave was not really the economic contribution of the government, but above all that the process was totally directed and managed by private companies.

事實上，在這種情況下，韓流成功的關鍵並不在於政府的經濟貢獻，而首先在於這一進程完全由私營公司指導和管理。

And production companies focused on making profits.

而製作公司則專注於盈利。

That is to say that, in this case, the government played a similar role to that of the State of Israel in the promotion of technology companies, as we recently told you on Visual Economic.

也就是說，在這種情況下，政府在促進技術公司發展方面發揮了與以色列國類似的作用，正如我們最近在《視覺經濟》節目中向大家介紹的那樣。

That is, it put up the money to support the industry but gave it all the control.

也就是說，它拿出錢來支持該行業，但把所有控制權都交給了它。

With a very clear premise.

前提非常明確

They had to be competitive on their own.

他們必須靠自己的力量去競爭。

That is, they had to make as much money as possible.

也就是說，他們必須儘可能多地賺錢。

And so, little by little, the state was nurturing a sector that could bring them a lot of international visibility.

就這樣，國家一點一點地培育出了一個能為他們帶來巨大國際知名度的行業。

Take a look.

來看看

Culture has surfaced as an indispensable element of a nation's competitiveness and economic resource that produces added value.

文化已成為一個國家競爭力和產生附加值的經濟資源中不可或缺的要素。

To keep in pace with this changing global environment, Korea has adopted cultural diplomacy as a new pillar of the country's diplomatic makeup. 2010 Diplomatic White Paper of Korea.

為了適應不斷變化的全球環境，韓國將文化外交作為國家外交構成的新支柱。2010 年韓國外交白皮書》。

And believe me when I tell you that they take it quite seriously.

相信我，我告訴你，他們是非常認真的。

For example, the South Korean Ministry of Foreign Affairs conducts research on the impact of Hallyu in each country and, based on the results, promotes fan activities and cultural events.

例如，韓國外交部對韓流在各國的影響進行研究，並根據研究結果促進粉絲活動和文化活動。

Another example is that the government is sponsoring 20-30% of a huge $1 billion investment fund aimed at growing and exporting Korean pop culture.

另一個例子是，政府贊助了 10 億美元鉅額投資基金中的 20% 至 30%，該基金旨在發展和出口韓國流行文化。

As you can see, this has not come about by chance.

正如您所看到的，這一切並非偶然。

So the question is, what for?

那麼問題來了，為什麼？

Well, one of the objectives of this strong commitment has been to improve South Korea's international image.

那麼，這一堅定承諾的目標之一就是改善韓國的國際形象。

A country that, since its foundation in 1948, went through a devastating war and a succession of military dictatorships until the 1990s.

自 1948 年建國以來，這個國家經歷了一場毀滅性的戰爭和接連不斷的軍事獨裁統治，直至 20 世紀 90 年代。

Dictatorships that obviously consistently violated human rights and contributed to the country's rather negative image abroad.

獨裁政權顯然一直在侵犯人權，並導致該國在國外的形象相當負面。

For a long time, South Korea was seen as a kind of mega-factory run by sat-raps and huge family business conglomerates that were supported by corrupt politicians.

長期以來，韓國一直被視為由腐敗政客支持的衛星奸商和龐大家族企業集團經營的大型工廠。

As you can imagine, that was not the best calling card.

可以想象，這並不是最好的名片。

So, when democracy arrived in the country known as the Land of Morning Calm, politicians not only had to get down to work to clean up the institutions, but they also had to work hard to improve the country's image at home and abroad.

是以，當民主來到這個被稱為 "晨曦之國 "的國家時，政治家們不僅要著手清理機構，還要努力改善國家在國內外的形象。

And there you have it, no sooner said than done.

就這樣，說時遲那時快。

But, you know what?

但是，你知道嗎？

There are a couple of facts that can help us understand the enormous success they have had.

有幾個事實可以幫助我們理解他們所取得的巨大成功。

For example, according to the World Tourism Organization, between 1995 and 2019, which is the latest pre-pandemic data, the number of tourists received by South Korea grew by 367%, from about 3.75 million to almost 18 million.

例如，根據世界旅遊組織的數據，從 1995 年到 2019 年（這是大流行前的最新數據），韓國接待的遊客數量增長了 367%，從約 375 萬人增加到近 1800 萬人。

Thus, tourism is becoming a huge and entirely new source of income.

是以，旅遊業正在成為一個巨大的、全新的收入來源。

Another fact that demonstrates the influence that this cultural commitment has had is the number of people who suddenly decide to study their language.

另一個可以證明這種文化承諾所產生的影響的事實是，有多少人突然決定學習自己的語言。

We can look, for example, at the number of students who sign up for official exams every year.

例如，我們可以看看每年報名參加正式考試的學生人數。

And take note, the number of topic applicants has increased by almost 14,000% between 1997 and 2019.

需要注意的是，從 1997 年到 2019 年，申請課題的人數增加了近 14000%。

In 2019 there were some 400,000 applicants, almost four times more than those who signed up, for example, for the official DELE, Spanish exams.

2019 年的申請人數約為 40 萬，幾乎是報名參加官方西班牙語考試（DELE）人數的四倍。

And let's not forget that Korean is a minority language globally, with just over 80 million native speakers, making those figures a real milestone.

不要忘了，韓語在全球是一種少數民族語言，母語使用者僅有 8000 多萬人，是以這些數字是一個真正的里程碑。

And as a comparison, it should be noted that Spain spends 170 million euros every year on the Cervantes Institute.

與此相比，西班牙每年在塞萬提斯學院上的開支為 1.7 億歐元。

Basically on its head office, branches and public employees.

基本上是其總部、分支機構和公職人員。

An institution whose essential function is to promote Spanish around the world.

一個以在全世界推廣西班牙語為基本職能的機構。

Well, what can I say?

我能說什麼呢？

With the data in hand, South Korea's commitment to private enterprise and competitive content has clearly been much more successful.

有了這些數據，韓國對私營企業和競爭性內容的承諾顯然要成功得多。

Especially if we also take into account that the Spanish language has the second highest number of native speakers and is much, much more influential in the world.

尤其是考慮到西班牙語的母語使用者人數位居世界第二，在世界上的影響力也要大得多。

But let's not get sidetracked.

不過，我們還是不要跑題了。

The fact is that all this impact obviously translates into a huge extra source of revenue for the South Korean economy.

事實上，所有這些影響顯然為韓國經濟帶來了巨大的額外收入來源。

And that's not all.

這還不是全部。

It is also a way to promote South Korea's political image to the rest of the world, which, in addition to increasing trade, diplomatic and political exchanges, could be particularly important in the event of a conflict, with North Korea, for example.

這也是向世界其他國家宣傳韓國政治形象的一種方式，除了增加貿易、外交和政治交流外，在與北韓等國發生衝突時，這一點可能尤為重要。

It is clear that the things we know and value matter much more to us.

顯然，我們所瞭解和重視的事物對我們來說更為重要。

It is a strategy that countries like Israel are now also following.

以色列等國現在也在遵循這一戰略。

Have you noticed that there is more and more Israeli content on streaming platforms?

您是否注意到，流媒體平臺上有越來越多的以色列內容？

Well, take note, because its implications are more important than we might think.

那麼，請注意，因為它的影響比我們想象的要重要得多。

Take a look, for example, at this news item.

例如，請看這則新聞。

FAUDA'S SEASON 4 BREAKS VIEWERSHIP RECORDS IN THE MIDDLE EAST NETFLIX'S CONTROVERSIAL SHOW FAUDA TOPS ARAB COUNTRIES WATCH LIST FAUDA is a series focused on the Israeli-Palestinian conflict.

FAUDA》第四季打破中東地區的收視紀錄 NETFLIX 的爭議性節目《FAUDA》榮登阿拉伯國家收視榜首 《FAUDA》是一部聚焦以色列-巴勒斯坦衝突的連續劇。

A Hebrew-produced series that is now helping to change the image of this conflict in Arab countries.

這部希伯來語製作的系列片目前正在幫助阿拉伯國家改變這場衝突的形象。

It is an incredibly powerful loudspeaker.

它是一款功能強大的揚聲器。

Of course, the use of culture is just one example, but it is far from the only way to achieve similar objectives.

當然，利用文化只是一個例子，但它遠不是實現類似目標的唯一途徑。

There are other possible strategies that can turn a remote and or relatively small country, in terms of population, into an influential global power.

還有其他一些可能的戰略，可以將一個偏遠或人口相對較少的國家變成一個有影響力的全球大國。

Do you want to know more?

您想了解更多嗎？

Then stay tuned.

敬請期待。

THE POWER OF THE WALLET Apart from movies, TV series and music, which are undoubtedly excellent tools for improving a country's image, the truth is that there is still a lot more.

錢包的力量 電影、電視劇和音樂無疑是提升國家形象的絕佳工具，但事實上，它們的作用還遠不止於此。

A very clear example is the case of Qatar.

卡達就是一個非常明顯的例子。

And no, don't worry, because we're not going to talk about the Qatar World Cup again, although the truth is that this event had a lot to do with everything we are talking about.

不，別擔心，因為我們不會再談論卡達世界盃了，儘管事實上，這一事件與我們正在談論的一切都有很大關係。

An example of a huge political marketing campaign and an economic one.

一個巨大的政治營銷活動和一個經濟營銷活動的例子。

However, there is still something more important than that.

然而，還有比這更重要的事情。

You see, as many of you probably already know, Qatar is one of the largest hydrocarbon exporters in the world.

你們很多人可能已經知道，卡達是世界上最大的碳氫化合物出口國之一。

It specializes mainly in the export of liquefied natural gas, which has made it one of the richest countries on the planet.

它主要從事液化天然氣出口，這使它成為全球最富有的國家之一。

Qatar has money galore.

卡達財大氣粗。

And you know what?

你知道嗎？

There's a way to use that stash of cash to not only get profitability but also influence.

有一種方法可以利用這些現金，不僅能獲得利潤，還能施加影響。

As we've already told you in the past, the Emirate of the Persian Gulf invests a large part of the profits from hydrocarbon exploitation through a sovereign fund called the Qatar Investment Authority.

正如我們過去告訴過大家的那樣，這個波斯灣酋長國通過一個名為卡達投資局的主權基金，將油氣開採的大部分利潤用於投資。

This fund has more than $450 billion in assets, which amounts to more than $150,000 per resident and more than $1 million per Qatari national.

該基金擁有超過 4500 億美元的資產，相當於每個居民超過 15 萬美元，每個卡達國民超過 100 萬美元。

Well, the bulk of all this money, some $400 billion, is invested in 80 different countries, with the United Kingdom having the largest number of Qatari investments with sub $40 billion.

這些資金的大部分（約 4000 億美元）投資於 80 個不同的國家，其中英國的卡達投資最多，達 400 億美元以下。

For example, the Qataris own some $12 billion in real estate properties throughout the UK.

例如，卡塔爾人在英國各地擁有約 120 億美元的房地產。

In addition, this fund is also the largest owner of real estate in London, while it also has significant investments in bricks and mortar in cities such as Paris and Washington, D.C.

此外，該基金還是倫敦最大的房地產所有者，在巴黎和華盛頓等城市也有大量的實體投資。

And the truth is that the list could go on ad infinitum.

事實上，這樣的例子不勝枚舉。

But of course, we are not just talking about buildings, we're talking above all about strategic bets.

當然，我們談論的不僅僅是建築物，更重要的是戰略賭注。

For example, Qatar's claws also reach into the realm of critical infrastructure.

例如，卡達的魔爪還伸向了關鍵基礎設施領域。

The country has been buying all or part of ports and liquefied natural gas terminals in the rest of the world, and it also has stakes in a lot of multinationals.

該國一直在購買世界其他地方的全部或部分港口和液化天然氣碼頭，還持有許多跨國公司的股份。

For instance, they are one of the largest shareholders of the Volkswagen Group.

例如，他們是大眾汽車集團的最大股東之一。

Evidently, the control of these pieces of infrastructure and its presence in the shareholding of many large companies gives the Qatari government enormous influence over the entire planet.

顯而易見，卡達政府對這些基礎設施的控制以及在許多大公司中的持股，使其對整個地球具有巨大的影響力。

But wait a minute, because that's not the end of it.

但等一下，因為這還不是結束。

Qatari money also has other, more alternative uses.

卡達的錢還有其他更多的用途。

In their quest for political and social influence, they have invested heavily in the world of sports.

為了尋求政治和社會影響力，他們在體育界投入巨資。

Without going any further, I'm sure you all know this, Qatar owns Paris Saint-Germain football club.

不用多說，相信大家都知道，卡達擁有巴黎聖日耳曼足球俱樂部。

It is their flagship.

這是他們的旗艦產品。

And now they want to take control of Manchester United as well.

現在，他們也想控制曼聯。

Likewise, the Arab world's leading television network, Al Jazeera, is also Qatari.

同樣，阿拉伯世界的主要電視網絡半島電視臺也是卡達的。

In other words, Qatar is leveraging oil and gas money to seek not only profitability, but also political and economic influence.

換句話說，卡達利用石油和天然氣資金不僅謀求盈利，還謀求政治和經濟影響力。

Controlling huge media outlets, major soccer clubs, critical infrastructure and large shareholdings in some of the world's most important multinationals, the Qataris are always welcomed through the front door, despite being a country of just 2.7 million inhabitants, of which just over 300,000 are nationals.

儘管卡達只有 270 萬居民，其中只有 30 多萬人是卡達國民，但他們控制著龐大的媒體機構、主要的足球俱樂部、重要的基礎設施以及世界上一些最重要的跨國公司的大量股份，是以總是受到人們的歡迎。

It is an extraordinary use of money to achieve not only profitability, but also soft power.

這是一種非同尋常的資金使用方式，不僅能實現盈利，還能增強軟實力。

Doha has become one of the great political capitals of the Arab world, and the checkbook has played a key role.

多哈已成為阿拉伯世界最重要的政治首都之一，支票簿發揮了關鍵作用。

Without going any further, Qatari money has also served to boost its brotherhood with Turkey.

不說別的，卡達的資金也有助於加強與土耳其的兄弟情誼。

And yes, it is true that Qatar has also developed many actions of a strictly political nature, such as supporting the Muslim Brothers, or of a military nature, such as giving the United States the largest military base in the Middle East.

是的，卡達確實也採取了許多嚴格意義上的政治行動，如支持穆斯林兄弟會，或軍事行動，如將中東最大的軍事基地交給美國。

But the truth is that the checkbook has played a key role in making Doha much more important and influential than, for example, Kuwait, a potentially even wealthier country.

但事實是，支票簿發揮了關鍵作用，使多哈比科威特等可能更加富裕的國家更加重要，更有影響力。

Let's just say that taking advantage of available resources to gain influence is another key to soft power.

這麼說吧，利用現有資源獲得影響力是軟實力的另一個關鍵。

It may seem obvious to you, but the truth is that it is not so common.

對你來說，這似乎是顯而易見的，但事實上，這並不常見。

But before ending this video, we cannot overlook a third way that relatively small countries have at their disposal to become great political powers, in addition to the use of culture and money.

不過，在結束這段視頻之前，我們不能忽視相對較小的國家除了利用文化和金錢之外，還有第三種成為政治大國的途徑。

Do you know what we are referring to?

你知道我們指的是什麼嗎？

Well, listen up.

聽好了

Another way to compete with the most powerful countries in the world is to become a standard bearer for just causes and political projects.

與世界上最強大的國家競爭的另一種方式是成為正義事業和政治項目的標兵。

To tell you about this, we are going to give you two very different examples, Canada and Cuba.

為了說明這一點，我們將舉加拿大和古巴這兩個截然不同的例子。

We are talking about two countries that play in totally different geopolitical spheres, but that have managed to exploit their strengths to achieve regional and even international relevance.