INDIA’S SOFT POWER IN ETHIOPIA: A REPRESENTATIVE CASE IN SOUTH - SOUTH COOPERATION AND POLICY RECOMMENDATIONS FOR VIETNAM

Abstract

In the context of globalization and the reshaping of the global order, soft power has become an increasingly important tool in the foreign policy of developing countries. This paper analyzes India’s deployment of soft power in Ethiopia - a strategic partner in Africa - highlighting the characteristics of South - South cooperation in the 21st century. The study identifies three main pillars of India’s soft power: culture and education, development cooperation, and technology-media engagement. Through training programs, technical assistance, academic exchanges, and the growing presence of Bollywood and yoga, India has succeeded in cultivating the image of a friendly, trustworthy, and culturally rich nation in Ethiopia. However, this process faces challenges, including competition from other major powers (notably China), limited institutional capacity on the receiving end, and socio-cultural perception gaps. The paper further explores the prospects for expanding and consolidating India’s soft influence in Ethiopia and Africa more broadly, particularly as India pursues its “Act West” strategy and seeks a greater global leadership role in South–South relations. The Ethiopian case can thus be viewed as a representative model for evaluating the effectiveness and limitations of soft power in the developing world