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A Different Approach to International Influence

Soft power is a concept developed by American political scientist Joseph Nye in the 1980s. It refers to a political actor’s ability to influence the behavior of other actors through non-coercive means, such as culture, political values, and foreign policy. Unlike hard power, which relies on military force and economic sanctions, soft power works through attraction and persuasion.

In his speech at Davos, Trudeau emphasized that Canada possesses unique strengths in this area. According to him, investing in people, diplomacy, and trade helps societies thrive at home, and that this prosperity, coupled with deep friendships with other countries, helps nations overcome global challenges. This approach, he asserted, is particularly relevant in today’s world, where the use of brute force seems increasingly prevalent.

I like the idea that gentleness can be a form of power. In a world that values strength, flexing muscles, and domination so highly, there’s something subversive about thinking that attraction—even seduction—can be effective political tools. Canada as a global seducer—who would have thought? But when you think about it, isn’t that really how influence works? We follow those who attract us, who inspire us—not those who threaten us. Perhaps Trudeau is right: that this ability to bring people together, to forge connections, and to inspire trust is more valuable than ever in this fractured world.

The concrete examples cited by Trudeau

During his speech, the former prime minister cited several concrete examples of the effectiveness of Canadian soft power. He mentioned international diplomatic, financial, and military support for Ukraine as an example of the strength of soft power. Similarly, the national unity that led to a “Team Canada” approach in the face of the trade war with the United States, he said, illustrates this Canadian ability to come together in the face of adversity.

Trudeau also shared a personal anecdote that particularly caught people’s attention. He recounted a recent encounter with “an American woman” at a rooftop bar in Montreal. When she ordered a Jack and Coke, the server informed her that there was no American alcohol left—not just at that bar, but anywhere in Montreal and likely across the country. For Trudeau, this incident illustrates how Canadians look out for one another—a form of soft power driven by mutual support in times of stress and anxiety.

I find this story about the Jack and Coke both absurd and touching. Absurd because it portrays a small, innocuous gesture—ordering a drink—as a monumental political act. Touching because it shows how ordinary people can, through their everyday choices, express collective solidarity. There’s something poetic about the idea that Canadians, in a Montreal bar, refuse to serve American products as a sign of protest. It’s the diplomacy of everyday life, politics over a drink, action through the absurd. And then, let’s face it, this subtle reference to Katy Perry—the “American” in question—adds a layer of romance and irony that cannot fail to move us.

The Tense Geopolitical Context

Trudeau’s speech comes amid a particularly tense international climate. U.S. President Donald Trump’s threats to turn Canada into the 51st U.S. state have sent shockwaves through Canadian public opinion and fueled a movement to boycott American products. This situation has highlighted Canada’s economic vulnerability while sparking a renewed sense of national pride.

At the same time, the world is facing multiple crises: the protracted conflict in Ukraine, the war in Gaza that is ravaging the region, growing tensions between major powers, the climate crisis, and the rise of populist movements in many established democracies. In this context, Trudeau’s call for more soft power and international cooperation takes on a particular sense of urgency. He suggests that the response to these challenges cannot come from brute force but must emerge from dialogue, mutual understanding, and shared values.

Whenever I hear talk of threats to annex Canada, I instinctively smile, as if it were a joke. And then I remember that we live in an era where the unthinkable becomes reality, where borders can be redrawn by tweets and provocative statements. The idea that Canada could cease to exist as a sovereign nation sends a chill down my spine. Not that I believe it will happen, but the mere fact that it’s being discussed—that some people are considering it a possibility—says something about the fragility of our world today. In this context, Trudeau’s call for soft power rings like a cry in the wilderness, a desperate attempt to remind us that cooperation, respect, and dialogue still have their place.

Sources

Primary sources

CBC News, “Katy Perry Joins Trudeau in Davos to Support Former PM’s Speech on the Value of ‘Soft Power,’” January 20, 2026

People.com, “Katy Perry Joins Boyfriend Justin Trudeau in Davos as Former Canadian PM Speaks on the Importance of ‘Soft Power’,” January 20, 2026

CTV News, “Justin Trudeau joined by Katy Perry at World Economic Forum,” January 20, 2026

National Post, “In Davos, Justin Trudeau Argues for More of Canada’s ‘Soft Power’ as Katy Perry Watches,” January 20, 2026

Secondary Sources

Brand Finance Global Soft Power Summit, World Economic Forum, Davos, Switzerland, January 20, 2026

TMZ, “Katy Perry and Justin Trudeau dinner date in Montreal,” July 29, 2025

Daily Mail, “Katy Perry and Justin Trudeau share an intimate embrace on a yacht,” October 2025

Twitter/X, Justin Trudeau’s post about his trip to Japan with Fumio Kishida, December 2025

This content was created with the help of AI.

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