Amid the lingering economic impact of the Covid-19 pandemic and an increasingly complex regional and global security landscape, power dynamics in Southeast Asia remain fluid. Under the Biden administration, the United States has eagerly sought to bolster its partnerships and alliances in Southeast Asia. Thus far, Washington’s efforts have been met positively, with opinion polling suggesting that the United States retains more soft power and popularity than China across most of the region. 

But that advantage may be shrinking. China remains a key partner for Southeast Asia and has sought to supplement its growing economic and political clout with educational, professional, and cultural exchanges, alongside other levers of soft power. Given these shifting trends, Washington and its allies need a clear and nuanced understanding of how investments made by each great power in people-to-people ties are reflected in overall soft power and strategic alignment among publics and elites.