Hosted by Bavarian Minister-President Markus Söder, the event placed international diplomacy at the heart of its agenda. Dozens of embassies, including those from Europe, Asia, and Africa, were represented at the festival. Their presence highlighted a clear diplomatic message: cultural events can serve as effective tools for dialogue, understanding, and cooperation between nations.

The embassies played an active role in the festival’s program. Several cultural attachés coordinated exhibitions and performances that showcased their countries’ heritage, music, and artistic expressions. These contributions not only celebrated national identities but also underscored the importance of cultural exchange in international relations.

In his keynote speech, Markus Söder acknowledged the embassies' involvement, thanking them for their commitment to fostering intercultural communication through media and public engagement. He stressed that “these shared cultural moments strengthen friendships and mutual trust across borders.”

The Summer Festival also served as a venue for informal diplomatic discussions. Representatives from embassies such as those of France, Poland, South Korea, and Morocco were seen engaging with German officials and media stakeholders. These interactions hinted at potential future collaborations in areas like media co-productions, youth cultural exchanges, and bilingual communication projects planned for 2025.

Berlin Global reported that this event, supported by multiple diplomatic missions based in Berlin, represents a growing trend of embassies using cultural platforms—not just for celebration, but as strategic spaces for public diplomacy.

• https://x.com/Markus_Soeder/status/1813630561564389815/photo/1 https://x.com/Markus_Soeder/status/1813630561564389815/photo/1
• https://berlinglobal.org/index.php?shaping-the-future-of-media-insights-from-the-summer-festival-in-munich https://berlinglobal.org/index.php?shaping-the-future-of-media-insights-from-the-summer-festival-in-munich