Makeda George steps out of a Mixue store in downtown Brooklyn, New York, clutching a bubble tea as she weaves through a crowd of teenagers. The local resident says she had been eager to try the brand after noticing a surge of new outlets opening in recent months. “I decided to try the bubble tea. It was good,” she said, adding that she did not know it was a Chinese drink chain but figured it was Asian given the branding. “Everywhere you go, every nook, every cranny, you just see them popping...
Mass media commonly portrays Southeast Asia as an exciting, adventure-fuelled and culturally rich region – if often an exoticised one – for inhabitants and visitors alike. The final section of the ISEAS – Yusof Ishak Institute’s State of Southeast Asia 2026 Survey, based on respondents’ “relocation preference and travel choices”, adds to the already abundant evidence of the “soft power” of regional countries. Soft power, a term coined by American political scientist Joseph Nye in 1990, is widely...