"Hockey has done for Odisha what cricket did for India nationally": How Odisha Became India's Cultural Diplomat

Bhubaneswar: At the heart of Odisha's soft power strategy lies its exceptional cultural heritage. The state's ancient temples, particularly the UNESCO World Heritage Konark Sun Temple and the Jagannath Temple in Puri, have become more than tourist attractions—they're now venues for international cultural dialogues. 

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What's happening in Odisha represents a new model of soft power projection," says Dr. Amrita Patel, an international relations expert at Delhi University. "Rather than mimicking established pathways, they've created a unique blend of cultural preservation and forward-thinking development that's attracting global attention."

The state government's "Temple Diplomacy" initiative, launched in 2018, has hosted delegations from over 30 countries, creating diplomatic inroads that would typically be beyond a state's reach. When the Australian Prime Minister visited the Jagannath Temple in 2022, it marked the first time the country's head of government prioritized Odisha over traditional diplomatic stops.

"The temples of Odisha speak a universal language," explains Rajesh Mohanty, Commissioner of the Odisha Tourism Department. "They communicate our engineering prowess, artistic sensibilities, and spiritual depth without requiring translation."

From Classical Dance to International Stages

Odissi, one of India's eight classical dance forms, has become an unexpected ambassador for the state. The government's "Odissi Envoys" program has sponsored performances in 45 countries since 2019, establishing cultural connections that often precede economic partnerships.

When Odissi dancer Madhavi Mudgal performed at the UN Headquarters in New York last year, it wasn't just an artistic showcase but a carefully choreographed diplomatic initiative. Following the performance, three UN agencies announced development partnerships with Odisha.

"Dance creates emotional connections that formal diplomacy often fails to achieve," notes Mudgal. "When audiences experience Odissi, they're not just watching a performance—they're forming a relationship with Odisha itself."

Sports Diplomacy: Hockey's New Home

Perhaps most surprising in Odisha's soft power arsenal is its emergence as a global hockey hub. The state's sponsorship of India's national hockey teams and hosting of the Hockey World Cup in 2018 and 2023 transformed its capital, Bhubaneswar, into what International Hockey Federation President Tayyab Ikram called "the new spiritual home of hockey."

This sports diplomacy has yielded tangible results, with hockey-playing nations like the Netherlands, Australia, and Germany establishing economic ties with Odisha. The state has leveraged these connections to attract over $3 billion in foreign investments since 2018.

"Hockey has done for Odisha what cricket did for India nationally," says sports historian Sambit Mohapatra. "It's created a brand identity that transcends the sport itself."

Sustainable Development as Soft Power

Odisha's transformation from a climate vulnerability hotspot to a climate resilience model has perhaps been its most impressive soft power achievement. After facing devastating cyclones like the 1999 super cyclone that claimed over 10,000 lives, the state developed disaster management systems that now serve as global benchmarks.

When Cyclone Fani hit in 2019, international observers were astonished by the evacuation of over 1.2 million people with minimal loss of life. This success story has positioned Odisha as a leader in climate adaptation strategies, with delegations from 18 countries visiting to study its disaster management protocols.

"Odisha demonstrated that the developing world can lead in climate resilience," explains Dr. Karuna Gopal, President of the Foundation for Futuristic Cities. "They've turned their greatest vulnerability into their strongest international calling card."

The Road Ahead: Challenges and Opportunities

Despite its impressive gains, Odisha's soft power journey faces significant challenges. The state still struggles with poverty, infrastructure gaps, and limited international connectivity. Its soft power initiatives remain heavily dependent on state government funding, raising questions about long-term sustainability.

Yet the trajectory is unmistakable. As India seeks to expand its influence beyond traditional power centers, Odisha's model offers a blueprint for how regions with rich cultural heritage can leverage their unique assets on the global stage.

"What's happening in Odisha isn't just about one state's rise," concludes Dr. Patel. "It's about redefining how soft power works in the 21st century, creating a template that other regions around the world are already beginning to follow."

As Odisha continues its remarkable journey from cultural enclave to global influencer, the world is increasingly taking notice of this soft power revolution on India's eastern coast.