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7th ASEF Public Diplomacy Training

Project Period: Contact: Department: Programme: Theme:
Online and Face-to-face Training period Trishia OCTAVIANO Governance & Economy Department ASEF Public Diplomacy Training Governance & Human Rights

7th F2F-Training in Siem Reap, Cambodia


Public diplomacy involves strategies and activities aimed at influencing both the foreign and domestic public, understanding their attitudes towards foreign policy and shaping their views on related issues. These efforts help establish a dialogue across borders that improves understanding of each other, and shapes more positive perceptions of a country’s foreign policy priorities or an organisation’s international relations. For this reason, it is important that those actors responsible for improving the image of their country or organisation have a well-informed understanding of how they are currently perceived. This ensures that new initiatives can be implemented to build on strengths, address any perceived misunderstanding, and improve the overall relationship.


As a contribution to public diplomacy efforts of the 53 Asia-Europe Meeting (ASEM) Partners, the Asia-Europe Foundation (ASEF) established the ASEF Public Diplomacy Training in 2013, in partnership with the DiploFoundation (Diplo) of Switzerland and the National Centre for Research on Europe (NCRE) based in New Zealand. Since then, 6 tutored online courses and 6 face-to-face workshops have been conducted and more than 220 participants have benefited from the training.




Through the Face-to-face Training and the Online Course, participants will gain insights into the current perceptions of diplomacy efforts in Asia and Europe and how to incorporate public diplomacy skills into their daily work. The specific objectives are to:

  • Enable participants to deepen their knowledge of public perceptions of Asia and Europe, bi-regional dynamics, and how these impact the intent and design of their mission
  • Provide practical skills to formulate, develop and deliver effective public diplomacy campaigns and programs to promote the ASEM Process through real-life examples and case studies
  • Increase networking opportunities for ASEM diplomats, government officials and civil society actors to exchange best practices and promote deeper understanding of Asia-Europe relations




1. 7th Online Course 29 July - 20 September 2019 

2. 7th Face-to-face Training, Siem Reap, Cambodia 21-25 October 2019




  • Young diplomats in departments dealing with Asia, Europe, or ASEM in the Ministries of Foreign Affairs or equivalent of the ASEM Partners
  • Diplomats posted by ASEM Partners to ASEM countries who are dealing with public diplomacy
  • Representatives from government agencies (culture, tourism, trade and investment, etc.)
  • Civil society members whose work is influencing public diplomacy


Please refer to the uploaded leaflet for more information on the Training.

UPDATE: The application process has been completed. The training organisers no longer accept new applications since the list of participants has been finalized. Thank you for your understanding.


  • Diplo Foundation
  • National Centre for Research on Europe, University of Canterbury


  • Federal Department of Foreign Affairs of Switzerland

Project Updates

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    Insights from the 7th ASEF Public Diplomacy Training held in Siem Reap, Cambodia.


    After successfully completing the 8-week, highly intensive course on "Public Diplomacy in Asia-Europe Relations", 32 junior diplomats and civil servants from 27 Asia-Europe Meeting (ASEM) Partners convened face-to-face in the historical city of Siem Reap in Cambodia for the 7th Asia-Europe Foundation (ASEF) Public Diplomacy Training.

    The Face-to-face Training, which ran from 21 to 25 October, built on the practical lessons learned during the online course, including the various tools and strategies for shaping the perception of foreign public about their countries, and for making their domestic policies better understood abroad. The Training also gave the participants a unique networking opportunity to connect with other diplomats and civil servants from across Asia and Europe.

    Experienced trainers from the National Centre for Research on Europe (NCRE) and the DiploFoundation (Diplo) led multiple sessions of the Training and contributed to the successful implementation of the Training programme.

    Trainers from NCRE presented the key findings drawn from the results of public opinion surveys, the analysis of news items in major media outlets, as well as insights from face-to-face interviews with influential people on cross-continental perceptions. Meanwhile, trainers from Diplo engaged the participants in interactive training simulations, which ranged from historical to modern public diplomacy campaigns.

    Moreover, an immersion in the Khmer culture was one of the key highlights of the Training. Siem Reap – the former capital of the Khmer Empire that thrived in the territories of what is now known as Cambodia, Thailand, Laos and Vietnam during the Middle Ages – provided the most ideal setting for a first-hand learning on cultural diplomacy. A tour of the Angkor Wat, the world's largest religious monument, was integrated in the programme. The excursion was complemented with an enlightening lecture on the Khmer Empire and a delightful dinner in the spirit of Khmer cuisine and culture. Together they comprised the cultural diplomacy component of the Training.

    This year's ASEFPDT7 was hosted by the Ministry of Foreign Affairs and International Cooperation of the Kingdom of Cambodia (MFA.IC) and welcomed not only the 32 participants, but also high-ranking career diplomats and speakers. H.E. Ms CHRING Botum Rangsay, Under Secretary of State of the MFA.IC Cambodia, officially opened the Face-to-face Training.

    A high-level panel on "The Role of Public Diplomacy in Enhancing Asia-Europe Connectivity" culminated the Training. The panellists were: H.E. Mr Fabrice FILLIEZ, Ambassador of Switzerland to Singapore; H.E. Mr CHHEM KIETH Rethy; Minister Delegate Attached to the Prime Minister of the MFA.IC Cambodia; and Ms ZUO Wenxing, Political Counsellor of the Embassy of the People's Republic of China in Cambodia.

    ASEF is sincerely grateful to the entire team of the MFA.IC Cambodia, headed by Mr CHEUY Vichet, ASEF Governor for Cambodia, for having proven their excellent logistical, administrative and organisational skills. The Ministry's full support and unparalleled hospitality, as well as its staff's dedication, largely contributed to the success of the Training.

    We are looking forward to next year's 8th ASEF Public Diplomacy Training (ASEFPDT8). For more information, please click this link or follow the hashtags #ASEFPDT7 and #ASEFPDT8.


  •  The Asia-Europe Foundation (ASEF) is organising the 7th edition of the Face-to-Face (F2F) component of the ASEF Public Diplomacy Training series. The Cambodian Ministry of Foreign Affairs and International Cooperation (MFA.IC Cambodia) will host the training on 21-25 October 2019 in the historical city of Siem Reap.

    With over 30 participants coming from 27 ASEM Partners, the 7th Face-to-face Training aims at providing a practical skills-oriented training on public diplomacy to young, junior-level diplomats and representatives of civil society organisations, who are working on Asia-Europe relations.

    Participants will meet in person with their counterparts from other ASEM Partner countries to discuss the impact of public diplomacy on Asia-Europe relations. Furthermore, they will get the opportunity to engage with senior diplomats and experts from the field of public diplomacy and to gain new perspectives on that topic.Thanks to ASEF’s partner, the National Research Centre on Europe (NCRE), participants will get a close insight into Asian perceptions on Europe and vice versa. Training sessions on e-diplomacy and public diplomacy strategies will be provided by trainers from the DiploFoundation.

    High-profile diplomats, namely, H.E Fabrice FILLIEZ, Ambassador of Switzerland to Singapore; H.E. Chhem Kieth Rithy, Minister Delegate Attached to the Prime Minister at the MFA.IC Cambodia; Ms ZUO Wenxing and Political Counselor of the Embassy of the People’s Republic of China to Cambodia, will be at the Training for the panel discussion on "The Role of Public Diplomacy in Enhancing Asia-Europe Connectivity".

    The F2F is a follow-up to the 8-week Online Course conducted by the DiploFoundation, which took place between July and September 2019. The course laid a good foundation for the participants’ better understanding of the intricacies of public diplomacy. The usage of digital tools and social media played an important role in the course, as well as how to build a strong national brand through successful online and offline public diplomacy campaigns. With ever-faster changing dynamics around Asia-Europe relations, participants acknowledged the role of ASEM as a bridge between the 2 continents.

    ASEF and its partners hope that the F2F will enable junior diplomats to gain better understanding of foreign cultures and traditions while exchanging best practices in the fields of domestic and international public diplomacy.

    For more information please click here. Stay updated with ASEF’s activities through our newsletter and our social media channels by following the hashtag #ASEFPDT7.


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