Malaysia once stood prominently on the global stage, admired for its leadership, moderation and influence both regionally and internationally. Today, Malaysia continues to move steadily in its pursuit of greater international recognition.
As outlined in the ninth core value of the National Security Policy 2021–2025, international recognition is not merely about prestige. It is about ensuring Malaysia’s voice is heard, its values respected and its national interests safeguarded in an increasingly competitive global environment.
By advancing this agenda, Malaysia positions itself to reclaim its rightful place as a reliable and respected middle power, contributing to peace, stability and progress.
In the modern era, public diplomacy works in tandem with traditional diplomacy. To remain relevant and amplify both past and present achievements, Malaysia must project a unified national narrative that reflects moderation, innovation and partnership. A cohesive message – one voice for international recognition – would strengthen Malaysia’s credibility and influence worldwide. In this context, strategic public diplomacy becomes a catalyst for enhancing Malaysia’s international profile.
For public diplomacy to be effective, the Prime Minister’s Office must set strategic direction and performance indicators, while the Foreign Affairs Ministry (Wisma Putra) remains the lead agency in shaping Malaysia’s external narrative through sustained dialogue, multilateral engagement and global partnerships. The International Trade and Industry Ministry (Miti) and the Tourism and Culture Ministry (Motac) reinforce Malaysia’s visibility through economic diplomacy, trade missions, tourism promotion and cultural outreach. The Communications Ministry drives digital engagement and narrative management, while the Defence Ministry (Mindef) enhances Malaysia’s reputation through peacekeeping, defence cooperation and humanitarian assistance.
Collaboration with academia, think tanks and civil society further strengthens Malaysia’s influence abroad.
At present, Malaysia’s initiatives remain scattered across ministries and agencies. To position itself as a credible middle power, Malaysia requires a coordinated and strategic approach to public diplomacy. The recommended policy actions that follow outline a coherent roadmap centred on information, cultural and defence (ICD) diplomacy as key tools for strengthening international recognition.
In the area of information diplomacy, establishing a Malaysia Global Media Channel would help shape international opinion. Building on existing infrastructure, Radio Televisyen Malaysia (RTM) could develop an outward-facing digital broadcasting service offering multilingual news, documentaries and features on Malaysian culture, innovation and policy. This platform should include online streaming, podcasts and social media distribution to reach younger, digitally connected audiences around the world.
Malaysia should also enhance digital outreach through a Digital Engagement Unit under the Communications Ministry to lead multilingual campaigns on platforms such as YouTube, Instagram and podcasts. Strategic collaboration with international media organisations, global technology firms and NGOs would help expand Malaysia’s visibility while maintaining authenticity.
Cultural diplomacy remains a powerful medium for building deeper international understanding. Establishing Malaysian Cultural Centres abroad – for example, in New York, London, Tokyo and Istanbul – would promote Malaysia’s heritage through arts, festivals, education and cuisine. These centres would support cultural exchange, creative collaboration and national branding.
Malaysia’s global diaspora is also an underutilised diplomatic asset. A Diaspora Ambassador Programme would allow embassies to engage Malaysians abroad to host cultural events, lectures and community initiatives. Malaysia should also expand the Malaysia Technical Cooperation Programme (MTCP) and scholarship schemes to attract more students and officials from Asean, the Islamic world and Africa.
Defence diplomacy is another important instrument for strengthening Malaysia’s international standing. Malaysia could spearhead efforts to establish an Asean Joint Task Force on Peace and Stability and Non-Traditional Security (AJTF-PS-NTS) to enhance regional capacity in addressing both traditional and non-traditional security challenges. This initiative would build on Malaysia’s experience in peace-making and security cooperation.
A central element of Malaysia’s public diplomacy efforts should be the establishment of a Public Diplomacy Coordination Division (PDCD) under MOFA. The PDCD should include representatives from Motac, Miti, Communications Ministry, Mindef and other relevant agencies. Its mandate would be to coordinate Malaysia’s external communications, align national narratives and ensure consistent messaging during major events or crises.
The mission of the PDCD would be to integrate and coordinate national efforts in strategic public diplomacy. Key functions include aligning initiatives across government, the private sector, academia and civil society; ensuring consistency among ministries and embassies; conducting strategic image and sentiment analysis; strengthening the capabilities of diplomats, media practitioners and defence attachés; and developing a Public Diplomacy Performance Index (PDPI) to measure Malaysia’s progress and support regular policy review.
To operationalise these goals, a phased implementation framework is recommended, covering short-term establishment and digital tools, medium-term expansion of cultural and partnership initiatives, and long-term institutionalisation of performance measures and global presence.
Malaysia’s aspiration to enhance its international recognition as a credible middle power is timely and essential. Despite decades of diplomatic engagement and contributions to peacekeeping, Malaysia’s achievements remain under-recognised due to fragmented coordination and the absence of a unified national narrative.
Through information diplomacy, Malaysia can strengthen narrative sovereignty and ensure its voice is heard in global discourse. Cultural diplomacy highlights Malaysia’s diversity, creativity and values of moderation. Defence diplomacy reinforces Malaysia’s credibility as a peaceful and responsible nation.
Integrating these three dimensions under the PDCD will ensure consistency, coherence and continuity in Malaysia’s external communication and soft power projection. With a coordinated approach, Malaysia can speak with one voice, reinforcing its identity as a moderate, cooperative and forward-looking middle power.
This policy advice is prepared by Brigadier General Roslan Mat Said, Brigadier General Datuk Saipol Annuar Jaafar, Brigadier General Faruque Ahmed (Bangladesh), First Admiral Lukman Hanafiah Azamar, Colonel Mohd Haryzal Ismail, Colonel Azman Zainuddin, Colonel Noor Azman Yahya, Captain (Navy) Azrul Maridan, Colonel Ahmad Rashidi Ithnin, Colonel Annuar Mohd Sah, Colonel Pnb Moh Apon (Indonesia) and Colonel Sultan Majid Alrumaihi (Qatar) of the National Resilience College, PUSPAHANAS, Putrajaya.
