This article analyses how the United States (US) uses Humanitarian Assistance and Disaster Relief (HADR) initiatives as a strategic diplomatic tool to advance their ‘Pivot to Asia’ or rebalancing policy in the Southeast Asian region. The article argues that HADR is a more benevolent soft power strategy that can improve US relations with regional states, while keeping the bigger powers in check. This soft power strategy is less threatening and promotes a humanitarian touch to military deployment. To elucidate this argument, the discussion is divided into four sections. The first part of the article gives an introduction to the factors that influence the US HADR approach. The second examines the perceptions and reactions of Southeast Asian countries and China to this approach. The third examines the implications of this initiative to the region, in terms of regional stability, cooperation among the countries, and local capacities toward disasters preparedness. Finally, the article analyses how HADR advances US interests in the region.