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Recently, Asia Pacific University of Technology & Innovation (APU) hosted a special engagement with Her Excellency Ms Nineta Bărbulescu, Ambassador of Romania to Malaysia and Brunei Darussalam, bringing together cultural diplomacy, storytelling, and global perspectives.

Coordinated by Ms Harjinder Kaur (Senior Lecturer and IAP Coordinator, School of Marketing and Management at APU), the insightful session titled “The driven Power of Dracula and Sandakan Legends” introduced students to the role of culture, identity, and narrative in shaping nation branding and international perception.

Also in attendance at the session were members of APU’s Senior Leadership and Academic Leadership Team, including:

1. Prof Ts Dr Murali Raman, Deputy Vice Chancellor at APU
2. Prof Ir EurIng Ts Dr Vinesh Thiruchelvam, Chief Innovation & Enterprise Officer at APU
3. Prof Dr Mohammad Falahat Nejadmahani, Director of Strategic Research Institute at APU
4. Assoc Prof Dr Devinder Kaur, Head of School of the School of Marketing and Management at APU
    

Culture, Identity, and the Power of storytelling

For the first part of the session, Her Excellency Ms Nineta led students through a compelling exploration of Romania’s heritage, national identity, and global image.

Drawing from her extensive diplomatic career, she shared real-world perspectives on how culture, history, and storytelling are strategically used in diplomacy to shape international perception, strengthen bilateral relationships, and project a nation’s identity on the global stage.

Students were then introduced to Romania’s identity narratives, including references such as “The Garden of Jesus’ Mother,” “The Little Paris,” and the enduring legend of Dracula.

These cultural markers demonstrated how symbolism, myth, and historical narratives contribute to nation branding, allowing Romania’s story to remain distinctive and relevant across generations and borders.

Nation branding through Cultural Diplomacy

For the second part of the session, Her Excellency Ms Nineta shifted the focus to nation branding as a strategic communication process, drawing on real-world diplomatic examples to illustrate how cultural diplomacy operates at the intersection of heritage, language, and education.

Key themes discussed included the strategic positioning of national identity, the role of language in fostering intercultural connections, and the importance of education in strengthening bilateral relations.

On top of that, she explained how these elements are carefully communicated to shape international perception, support diplomatic objectives, and build long-term relationships between nations.

Through comparative case references and practical insights, students were able to see how nation branding extends beyond promotion to become a sustained and purposeful strategy. 

Student Perspectives

1. Nesrine Bounour, a student from the School of the School of Marketing and Management at APU: “The session broadened my perspective by showing how language, culture, politics, and storytelling intertwine to shape a nation’s identity beyond its borders in an engaging and insightful way.”
2. Shuma Yoshida, a student from the School of Hospitality and Tourism at APU: “It was eye-opening to learn how cultural narratives and heritage can be thoughtfully translated into distinctive tourism experiences, enhancing both destination identity and international appeal.”
3. Alfaz Mahbub Shakil, a student from the School of Media, Arts, and Design at APU: “I appreciated seeing how visual storytelling and cultural symbolism can be strategically used to shape national identity and influence global perception.”
4. Linggesh Raj Ramesh, a student from the School of Computing at APU: “The session broadened my understanding of Romania’s historical development and modern transformation, with Her Excellency Ms Nineta’s engaging storytelling, especially the Dracula narrative, adding depth and making the learning experience both informative and memorable.”

Reflections on the engagement

Ms Harjinder shared that the session provided students with a valuable opportunity to gain first-hand insight into how culture, storytelling, and diplomacy intersect in shaping national identity and global perception.

Also, she noted that the session helped students translate theoretical concepts of branding and communication into real-world international contexts, while also encouraging them to think more critically about the role of narrative in cross-cultural understanding.

In addition, Dr Devinder highlighted that sessions featuring distinguished diplomatic figures play an important role in broadening students’ worldviews beyond conventional classroom learning.

“Such sessions expose students to the practical dimensions of cultural diplomacy, international relations, and nation branding, while reinforcing APU’s commitment to developing academically strong, globally aware, and culturally competent students for an increasingly interconnected world.”