World Cup tourists put U.S. soft power in the spotlight
David Bohigian says visitors’ embrace of American staples shows why diplomacy should draw more on companies, universities and cultural groups.
By Maya Lindqvist · Senior Technology Correspondent
3 min read
World Cup visitors’ fascination with American staples has become a case study in U.S. soft power, according to David Bohigian, CEO of the Meridian International Center. In a Fortune commentary, Bohigian argues that tourists’ encounters with diners, supermarkets, country music and ranch dressing show how American influence often spreads outside formal diplomacy.
Bohigian, who led the transition of the Overseas Private Investment Corporation into the U.S. International Development Finance Corporation from 2017 to 2019, says those casual experiences can change perceptions in ways official statements cannot. He points to foreign fans filming store aisles, eating at late-night restaurants and reacting to common U.S. institutions while visiting for soccer.
His argument comes as public views of the United States remain weak in many countries. Bohigian cites Pew Research Center findings that across 36 major countries, 37% of adults hold a favorable view of the U.S. He also cites U.S. Travel Association research indicating that views of America often improve after people visit the country themselves.
Bohigian says U.S. diplomacy still depends heavily on traditional tools such as treaties, official meetings and institutions including the United Nations, the International Monetary Fund and the World Bank. Those channels remain central to American foreign policy, he writes, but they are no longer enough on their own.
In his view, much of national influence now comes through organizations outside government. He cites supply chains, technology platforms, universities and private companies as forces that affect security, public debate and long-term international ties.
Calls for a broader diplomatic toolkit
Bohigian urges Washington to treat businesses, universities, sports leagues, cities and cultural groups as partners in building relationships abroad. He says that does not mean turning them into arms of the federal government, but giving them more practical ways to support one another in international work.
He cites the State Department’s Bureau of Educational and Cultural Affairs as an existing model. According to Bohigian, the bureau has run exchanges since 1940 that bring foreign emerging leaders to the United States and send Americans overseas.
One example he highlights is the International Visitor Leadership Program. Bohigian says the program has brought tens of thousands of participants to the U.S., and that more than 500 later became heads of state or government.
He also describes a Jamaican participant who visited Arrowhead Stadium in Kansas City this year and met with Washington Commanders leaders. Bohigian says the visit generated ideas for public-private stadium partnerships in Jamaica as the country prepares to co-host the 2031 FIFA Women’s World Cup.
Regulatory changes sought
Bohigian argues that trade missions, investment, student exchanges, scientific partnerships and cultural or digital learning programs should be treated as core parts of diplomacy. He also says U.S. companies should view soft power as a strategic investment that can build trust, open markets and improve competitiveness.
He calls for updating regulations that, in his view, make it harder for smaller firms, universities, cities and cultural institutions to take part in exchanges and trade missions. He also says investment, trade and public diplomacy programs should be better aligned.
As an example of reform, Bohigian points to the 2018 BUILD Act, which created the U.S. International Development Finance Corporation after years of efforts to modernize the Overseas Private Investment Corporation. He says the new agency gave the U.S. a stronger development finance tool and serves as a counterweight to China’s Belt and Road Initiative.
Bohigian says the World Cup has underscored how ordinary encounters with American life can shape foreign attitudes. His conclusion is that the U.S. should measure diplomatic success not only through signed agreements, but also through the reach and durability of the networks it builds.
This story draws on original reporting from Fortune.