In the decades following the USSR’s collapse, the US has gone from unrivalled hegemon to a position of relative decline. With America ‘triumphant’ after 1991, its culture, like its diplomatic, military and economic power, remained unmatched. Such favourable circumstances seemed to undercut the need for cultural diplomacy. Why should the US government sell a product that was already selling so well? After 9/11, however, it was apparent the US image was less popular than previously assumed. To reverse this negative image, cultural diplomacy was revived. Despite being beset by internal and external challenges, US officials supported various cultural initiatives and partnerships to promote the American brand globally. Along the way, cultural diplomacy has made use of new forms of expression to promote American culture and build positive foreign relations. The arrival of the second Trump administration in 2025 has clearly signalled an end to using cultural diplomacy to further causes of empowerment and diversity, making the future uncertain for this field of activity.