Dr. Wojtek Wilk, president of the Polish Center for International Aid (PCPM) and a U.N. expert on crisis management and humanitarian aid coordination, said Polish politicians have underinvested in "soft power" — the ability to influence other nations through cultural and political appeal rather than force — focusing instead on traditional diplomacy, defense and EU alliances.
"When I ask what they think of 'Poland', everyone answers, 'Ah, Holland!' And that's not a joke. That's reality", Wilk said, describing conversations he has had in countries across the Global South.
Wilk said Poland already carries influence in Eastern Europe, where Belarusians, Moldovans and some Ukrainians view the country as a model of a better life, largely because the alternative is Russia. He said Georgia, Armenia and Central Asian states represent similarly promising territory, noting that in Uzbekistan, mentioning Poland still prompts many people over 40 to recall a Soviet-era Polish television series that was popular across the former USSR.
Toward Western Europe, North America and countries such as South Korea and Japan, he said, Polish soft power should instead aim to draw tourists, skilled workers and investors. But in Africa, Asia and much of South America, he said, Poland has made little effort to build influence at all, despite significant opportunity — pointing to Lebanon, where he said many Russian-educated residents remain culturally aligned with Moscow.
Wilk contrasted Poland's approach with that of Norway, which he said spends roughly EUR 5 billion annually on development aid and, in South Sudan, ranks among the most influential foreign missions in the capital, Juba, alongside the United States and the European Union. He noted Poland's economy is twice the size of Norway's despite lacking oil and gas reserves.
"If we wanted to, we could find the money for this kind of soft power", he said.
According to the Foreign Ministry, Poland allocated PLN 28.36 million (EUR 6.6 million) for humanitarian and development aid in 2026.
Wilk also pointed to a branding gap: unlike Germany, associated with automakers such as Mercedes and Audi, or France, known for Renault, champagne and cheese, Poland lacks a globally recognized product or industry. He noted he has spotted Polish dairy and beverage brands as far afield as Zambia and South Africa but said such exports remain the exception rather than the result of coordinated promotion.
He proposed three priorities for strengthening Poland's global image: expanding Polish-curriculum schools abroad to train future professionals sympathetic to Poland, developing globally recognizable Polish products, and investing in specialized development aid, such as firefighting and search-and-rescue training.
He cited PCPM's work in Kenya, where Polish-funded rescuers created Africa's first urban search-and-rescue unit, wearing "Polska Pomoc" ("Polish Aid") insignia. Wilk said the unit rescued 35 people from collapsed buildings in Nairobi between January and June 2026, during which 10 buildings in the city collapsed.
"We have something to offer", Wilk said, citing Poland's firefighting tradition and its reputation for rapid response and specialized rescue teams.
(jh)
Source: PAP