Despite all Emily’s merits in Paris, you would not expect the French president to be among his fans. However, Emmanuel Macron has put his cards on the table and made a very public plea to the creators of the program: Keep Emily in Paris and far from Rome.
The intervention of a world leader in this foamy Netflix show may seem a bit strange and quite low in the president’s priority list. But apart from their own personal interests, it reflects the growing influence of what is known as ‘soft power’. Today more than ever, the influence of a show like Emily in Paris goes beyond positive public relations, and in a large number of benefits for the entire French economy.
What is soft power?
Soft power is the ability of a country to influence people through factors such as cultural attraction, values and ideologies. This contrasts with the idea of ”hard power”, which depends on the military or economic force to exert influence. Soft power is a way in which countries can increase their influence more subtle (or even involuntary), winning people projecting a positive image of the country and its people.
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When countries, soft power, seek to shape people’s preferences and establish global trends. Things like the cultural exports of a country, such as films, music, fashion, food and also language, can build a more positive image of a nation, as well as larger ideas such as their political ideals and diplomacy. When other nations or people adopt or admire cultural elements of thesis, the influence of the country that created them increases.
The ‘Emily on the effect of Paris
France is an excellent example of a country that has dominated the use of soft power. His art, cinema, fashion and kitchen have formed for a long time to global tastes, while their historical commitment to values such as freedom, equality and fraternity resonate with people around the world. When people visit France, they buy French products or consume French media, they commit to the soft power of the country.
When Emily in Paris premiered in 2020, she quickly became a global success, presenting a charming, although deeply stereotyped, of Parisian life through the eyes of a young American. The show was not particularly loved in France, where the friendliest criticism painted it as a convincing nonsense. Outside the country, however, it was the most watched program in Netflix in 2022, and is still popular today. As a result, the wave of interest that created in the French culture (and Paris particularly) has a substantial bone.
The picturesque streets, the elegant coffees and the iconic reference points presented in the series have served to light a renewed curiosity over Paris. The ‘City of Light’ has long been the most visited city in the world, but the participular romanticism of the show has seen an increase in tourism, visiting the views on the screen and hoping to absorb the Parisian atmosphere. It is a reminder that, no matter how trivial the product can be seen as, entertainment media can be a powerful tool to shape the way people perceive and interact with a country. In fact, a 2021 report showed that Paris saw an increase in American tourists who specifically mentioned Emily in Paris as their inspiration to visit.
The impact of French soft power
For companies in France, especially in hospitality, fashion and luxury goods industries, the program demonstrated an unexpected blessing. Hotels, restaurants, tourist guides and local boutiques that serve these international visitors witnessing an increase in demand. The charm of experiencing “Emily’s Paris” encouraged spending in everything, from Cruasnes to Haute Couture, with many tourists who wish to emulate the glamorous lifestyle shown in the series.
This form of influence is not just about reputation, it has a real economic impact. When a television program like Emily in Paris popularizes Parisian culture, it attracts tourists to the city. When French fashion brands are admired worldwide, they drive the country’s economy. The soft power, in this way, serves as a bridge, connecting cultural admiration with economic and political influence.
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The United Kingdom and the United States have an advantage rooted in the projection of soft power because English is the frank lingua, which means that it is easier to export music, movies, books and other media worldwide. But France is not missing for the speakers of French around the world, and in Emily in Paris, the country has found a way to age at the soft age at a global scale. With the public increasingly willing to see subtitled content, programs like Lupin have also been able to break down this barrier and allow French content to relate to more people around the world.
Convert soft power into hard profits
Emily’s success in Paris is only an example of how soft power can be able to in tangible economic benefits. But as shocking as its leg in recent years, the soft power of France extends far beyond a Netflix show. The history of the country of cultural exports in film, music, fashion and gastronomy has contributed for a long time to its worldwide reputation and attraction:
1. The power of cinema and television
Hollywood is no stranger to promoting tourism through cinema, and France has a key beneficiary of this trend. Films like Midnight in Paris, Hugo and Amélie similarly attracted to the international public to Paris, eager to experience the city as seen on the screen.
For companies, the exhibition lever presented by thesis films can lead to collaborations with the entertainment industry, either organizing thematic events (ideally better than the disastrous Willy Wonka experience!), Creating experiences for current media.
2. Fashion and celebrity influence
The state of France as a fashion capital is another pillar of its soft power. Every year, Paris Fashion Week calls worldwide attention and influences fashion trends worldwide. French fashion houses from Chanel to Louis Vuitton not only sell products, but reinforce the very concept of French elegance and sophistication. The celebrities or influential people who show French brands or who make appearances in the country are excellent for business, but also elevates other colleagues for France promotion in general.
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Companies in a range of industries can take advantage of this influence, whether directly or indirectly. The direct commitment can mean alignment with global fashion trends, adapt the advertising that spot fashion events or even collaborate with influential people to attract a younger and more committed audience; While an indirect approach could be to rely on ideas about France and emphasize the luxury and exclusion of its products.
3. Music and entertainment
French music, cinema and arts are more than only cultural expressions: they are economic assets. Daft Punk artists Aya Nakamura have achieved global recognition, reinforcing the image of France as a center of creativity and showing their modern and vibrant culture. Festivals such as Cannes or Francofolies show not only highlighting local talent, but also encourage international collaborations, draw artists, producers and investors around the world.
For companies, sponsorship or participation in events such as thesis can be an important source of brand exposure. Even outside the great events, collaborating with local artists or participating in creative festivals can help build brand identity, applying the creative power of France to energy and advertiser their business.
How companies can capitalize on soft energy
For entrepreneurs in France, it is always worth considering the largest cultural capital of France and looking for ways that can benefit their business. There are a number of strategies that companies can adopt to take advantage of this soft power:
- Adapt your marketing. The ‘Made in France’ label is very annulled and can be difficult to acquire, but its marketing can still reflect the strengths of its French business. Collaborating with influential people can help reinforce this, amplifying the scope of their brand and creating a narrative that aligns with French culture. To obtain deeper information, take a look at our article on how to market your business in France
- Offer unique cultural experiences. Whether you are running a restaurant, a boutique hotel or a retail store, creating a physical and digital experience that reflects the cultural charm of France can attract international visitors, who wish to analyze in something authentically French.
- International events harness. France is home to some of the most prestigious cultural events in the world, from Cannes to the show air in Paris. Companies can sponsor, participate or sacrifice events of promotions to attract a committed audience and trade with the capital built by thesis brands.
- Internally with the online public. Emily’s popularity in Paris is the tip of the iceberg when it comes to the demand for the online audience of French content. The creation of digital campaigns, voice products or the search for collaborations of influencers around the new French media can help you reach a global audience.
The soft power of France is a valuable asset for the country’s economy, special in the areas of tourism, fashion and culture. Shows such as Emily in Paris can be just a piece of puzzle, but exemplify how the cultural production of a nation can have high -range economic impacts.
For companies, understanding how to take advantage of this influence, either through associations, brands or events, offers a unique opportunity to grow and prosper in a global market where perception and experience are key. By taking advantage of France’s global attraction, you can set up the soft power wave to attract new clients, foster international relations and, ultimately, make your own contribution to the continuous economic success of the country.
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