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In the decades following the USSR's collapse, the United States has shifted from unrivalled hegemon to a position of relative decline. Although America appeared dominant after 1991, its culture-like its diplomatic, military, and economic power-faced little competition. Such favourable conditions reduced the perceived need for cultural diplomacy; the government saw little reason to promote a cultural product that seemed to sell itself. After 9/11, however, it became clear that global attitudes toward the United States were less positive than assumed, prompting a renewed emphasis on cultural diplomacy. Despite internal and external challenges, officials supported a range of cultural initiatives to strengthen the American brand abroad. Cultural diplomacy has since adopted new forms of expression to build positive foreign relations. The arrival of the second Trump administration in 2025 has signalled a retreat from using cultural diplomacy to promote empowerment and diversity, leaving its future uncertain.