Dr Natalia Grincheva is a research fellow in the Research Unit of Public Cultures at the University of Melbourne. She is a lead CI and conceptual designer of the digital mapping system Museum Soft Power Map. She is a dedicated scholar with internationally recognised expertise in cultural and digital diplomacy, soft power and contemporary museology. She is the author of “Global Trends in Museum Diplomacy,” she also has published more than 30 research articles, book chapters and reports in prominent academic outlets.