Public Diplomacy in the Digital Arena: A Comparative Assessment of US and Chinese Influence in Southeast Asia

US and Chinese digital public diplomacy in Southeast Asia reflects contrasting institutional models and outcomes. The US employs a decentralized, high-volume approach with localized messaging, while China relies on centralized coordination and narrative consistency. Empirical evidence indicates Chinese missions achieve higher engagement efficiency and stronger conversion of reach into interaction, suggesting greater observed returns on investment. Financial scale does not guarantee influence, as smaller, well-aligned actors often perform more effectively. Although US messaging retains higher overall trust, regional audiences increasingly respond to China’s disciplined and economically grounded narratives. Institutional design and audience alignment remain key drivers of effectiveness in digital diplomacy.

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