Soft Power and Lawfare: Lessons for Saudi Arabia

In the 21st-century geopolitical landscape, the competition for influence among nations is increasingly waged not just through military might or economic clout, but also through the subtler tools of soft power. Defined by Joseph Nye, soft power is the ability to shape the preferences of others through appeal and attraction rather than coercion. It finds its roots in culture, values, political ideals, and diplomatic behaviour, projecting a nation’s influence in a manner that engenders admiration rather than opposition. Central to this phenomenon is the emerging use of lawfare—the strategic use of law as a tool of international influence—which amplifies soft power through legal norms, conventions, and agreements.
Saudi Arabia, undergoing a profound transformation under Vision 2030, exemplifies how lawfare and soft power can work in concert to elevate a nation’s global standing. This article explores Saudi Arabia’s use of soft power in culture, values, diplomacy, and media, while highlighting how lawfare can enhance these efforts. Parallels with global powers such as the United States and China underline the untapped potential of lawfare as a cornerstone of Saudi Arabia’s influence.
Soft power operates on the principle that attraction is more potent than coercion. Unlike hard power, which relies on military intervention or economic sanctions, soft power leverages the appeal of cultural heritage, political values, foreign policies, and diplomacy to win hearts and minds. As Nye remarked, “The best propaganda is not propaganda”—it is the ability to make others want what you want, without their realizing it.
Saudi Arabia’s soft power derives from its unique position as the custodian of Islam’s holiest sites, its vast cultural heritage, and its evolving role as a modernizing force in the Middle East. Under Vision 2030, Saudi Arabia has elevated these attributes, positioning itself as a global cultural and economic hub while promoting its values on the international stage. However, Saudi Arabia must enhance its soft power by leveraging lawfare (as explained in this piece).
Vision 2030: A New Chapter in Saudi Soft Power
Launched in 2016, Vision 2030 is Saudi Arabia’s ambitious roadmap for diversifying its economy and enhancing its global influence. The initiative emphasizes cultural revitalization, economic reform, and international collaboration, leveraging soft power to rebrand the kingdom as a forward-thinking and inclusive nation.
One of the most visible elements of Vision 2030 is the promotion of Saudi culture and heritage. The kingdom has opened its doors to tourism, introduced cultural festivals like Riyadh Season, and invested in restoring historic sites. By showcasing its rich history and traditions, Saudi Arabia can garner global appreciation and curiosity about its identity.
Hosting major sporting events, such as Formula 1 races, international boxing matches, and golf tournaments, is another pillar of Saudi soft power. These events not only attract global audiences but also symbolize the kingdom’s openness to the world.
Vision 2030 has ushered in significant social reforms, including expanding women’s rights and fostering gender equality in the workplace. These changes resonate with international audiences, projecting Saudi Arabia as a nation committed to progress and inclusivity.
Soft power operates across several interconnected domains, each reinforcing the other. Saudi Arabia has demonstrated strategic engagement in cultural, political, and communicative spheres to advance its influence.
Saudi Arabia’s diplomatic engagements have been tailored to emphasize stability and cooperation in the Middle East. Its leadership in mediating regional conflicts and hosting international summits reinforces its reputation as a responsible global actor.
Lawfare as an Amplifier of Soft Power
Lawfare—the use of legal systems and norms as tools of strategic influence—is a natural extension of soft power. It allows nations to shape international rules, advocate for their values, and safeguard their interests through non-coercive means. When paired with soft power, lawfare offers a robust mechanism for projecting influence in ways that resonate globally.
The United States has long leveraged lawfare to project its soft power. Through international treaties, human rights advocacy, and the enforcement of trade norms, the U.S. has shaped the global legal architecture to reflect its values. Similarly, China uses lawfare to influence international institutions, particularly in areas like trade and maritime law, where it seeks to assert its dominance in contested spaces like the South China Sea.
For Saudi Arabia, lawfare must represent a powerful tool to complement its soft power efforts under Vision 2030. The kingdom can leverage its legal expertise to propose new international conventions and frameworks, securing its influence in emerging fields like artificial intelligence, renewable energy, and global trade.
Opportunities for Saudi Lawfare
The strategic use of lawfare offers Saudi Arabia several avenues to expand its influence.
Saudi Arabia’s investment in cutting-edge technology can position it as a leader in AI and innovation. By proposing international conventions on the ethical use of AI, the kingdom can shape global norms in this critical area, enhancing its reputation as a forward-thinking nation.
Saudi Arabia’s role as a regional economic powerhouse can enable it to advocate for new trade agreements, both within the Gulf Cooperation Council and globally. These agreements can reflect the kingdom’s Vision 2030 priorities, fostering economic growth while projecting influence.
Through initiatives like the Saudi Green Initiative, the kingdom has signalled its commitment to combating climate change. By advocating for international legal frameworks on sustainability, Saudi Arabia can align itself with global priorities while reinforcing its soft power.
Saudi Arabia’s participation in international legal networks can promote “legal cooperation” that safeguards its economic and geostrategic interests. Training programs for international lawyers, judges, and policymakers can further extend its influence in the legal domain.
The Synergy of Lawfare and Soft Power
When coupled with soft power, lawfare creates a dynamic and multifaceted approach to influence. Saudi Arabia’s use of lawfare can (i) extend its soft power initiatives, enabling it to secure economic interests by shaping legal frameworks that attract investment and facilitate trade; (ii) enhance geostrategic stability through legal solutions to regional disputes, in order to strengthen the kingdom’s role as a stabilizing force in the Middle East; and (iii) by projecting global leadership i.e. by leading on issues like AI ethics and sustainability, and positioning itself as a global innovatr.
Conclusion
Saudi Arabia’s transformative journey under Vision 2030 exemplifies how a nation can harness soft power to reshape its global image and influence. By integrating lawfare into its strategy, the kingdom can amplify its ability to shape international norms and advocate for its values. From cultural diplomacy and media engagement to legal cooperation and global leadership, Saudi Arabia’s approach to soft power and lawfare can further its ambition to become a dynamic force in global affairs. In a world where influence is increasingly defined by ideas, norms, and legal frameworks, Saudi Arabia’s embrace of these tools can position it as a forward-thinking and visionary player on the world stage.