A bit more about "soft power" (trying to write more of this in my own threads rather than more annoyingly in someone elses): it's a new concept, starting in the US in 1985 and popularized by the late 80s. This is a really significant time and place!
tl/dr: It's a neoliberal concept that was always about treating the remains of ideological competition as if they would continue once the competition was over.