The Danish Ministry of Foreign Affairs will focus more on art and culture when it is about making Denmark known worldwide , writes Berlingske Tidende.

A brand new department which is only to take care of the so-called " public diplomacy" has been establish in The Ministry of Foreign Affairs. The department  »Public diplomacy«  is to give Denmark a strong profile internationally and cultural activities outside Denmark are one of the means used to put Denmark on the world map as a creative nation. Culture is to contribute to create a clear and positive image of Denmark as a responsible , well balanced and  quality-minded country populated by creative, innovative, courageous and competent people.

Until now embassies and consulate generals have had very few money dedicated to culture projects. However, the new department will have a proper budget.
The money comes from a 20 million euro fund which was established, in the spring, in connection with a governmental action plan for a more offensive global marketing of Denmark.

“Diplomacy is about getting influence,” explains Klaus Holm who is former ambassador in Singapore  and now heading the new department where he will be helping embassies and consulate generals implementing the strategy.

The competition for international awareness is hard as a bone. Analysis have shown that except for our closest neighbours  Danish strengths and values are more or less unknown to the rest of the world. The objective is to spread the knowledge of Denmark’s competences and lift the country up among  the top 10 between the OECD-countries and the new growth countries in the year 2015. In the autumn Denmark was no. 14.