To establish new standards means that we need a certain power to change our own conventional cultural structures. This particular power is not some obvious transparant cognitive state. It does distinguish itself from the West by presenting its own identity, an emerging Asian attitude that features a variety of ideas and influences, which we can call “Soft Power”. Starting from a methodological point of view, 'Soft Power: Asian Attitude' launched a discussion to challenge the changed establishment and its new standards. Through the use of different media, 30 artists from 16 asian countries and regions presented their own interpretation of “Soft Power”.

Catalogue published on the occasion of the exhibition 'Soft Power: Asian Attitude' held at the Shanghai Zendai Museum of Modern Art from 17 November to 28 December 2007. Artist biographies and plates included.