Soft power is a nation’s ability to shape opinion through attraction and persuasion rather than force. It can include everything from its perceived lifestyle to its visibility within international institutions – and a positive national image is becoming ever more important for securing investment, growing exports and building alliances. 

The annual Global Soft Power Index (GSPI) is compiled by marketing consultancy Brand Finance, and it draws on the perceptions of over 170,000 respondents worldwide. It gives countries a score of up to 100 according to key performance indicators such as familiarity and reputation, and 35 national ‘brand attributes’. It also awards medals for outstanding achievement and puts a figure on the monetary value of each nation’s brand. 

Read on to discover how the top 30 countries fare in this year’s GSPI and why some are finding it easier than others to win hearts and minds. 

All dollar amounts in US dollars

The Indian politician and former diplomat Shashi Tharoor once compared his diverse country to a thali – a range of flavours, each distinct, yet complementing the others to make up a satisfying meal. And with a rich cultural heritage that includes Bollywood films, Ayurveda, yoga, Indian dance – and yes, fabulous food – the sub-continent enjoys a range of potential soft power assets like few other places on Earth. 

Some say that it doesn’t make enough of this potential though. Part of the problem is the enormous economic disparity and attendant issues of poverty, corruption, pollution and sometimes, disorganisation. In the GSPI, India moves down a spot to 30th place and scores best in the Familiarity performance index. Media & Communications and Sustainable Future scores are less impressive, as is Governance, which is perhaps odd in what is famously dubbed the world’s largest democracy. Brand Finance has given India a brand value of almost $2.8 trillion (£2.2tn), a decrease of 5.9% from last year.

As Europe’s richest country per capita, picturesque and peaceful Luxembourg often features at the very top of rankings for wealth and social performance, and given its minuscule size and population, it’s remarkable that it also manages a top 30 billing for soft power – even moving up a place since last year to the 29th spot. 

Reputation is its highest scoring area, followed by Business & Trade, reflecting the world’s very favourable impressions of the Grand Duchy’s trustworthiness and open, enterprising nature. Perhaps it’s no surprise that Luxembourg is able to amplify its influence through being an international consensus-builder and conflict resolver, especially within the European Union. 

Ireland is well-known globally. A BBC study found that no fewer than 160 of the world’s 195 countries are home to an Irish pub, presumably selling the ubiquitous brew, Guinness. The island is equally renowned, if not more so, for its romance and mythology, as well as literature and music.

In fact, some observers lament that the traditional image may be too strong, given that the Republic is also home to cutting-edge science and technology, especially of the digital type. In Brand Finance’s Soft Power Index, it’s a non-mover at number 28, with decent scores for Familiarity and Reputation. However, its brand value, at a little under $743 billion (£587bn), is down by over 13% from last year. 

Another non-mover in 27th place, Portugal capitalises on its positive international relations, including those with its former dominions which form the vast majority of the world’s 250 million Portuguese speakers. As such its language and culture are also soft power assets. The Community of Portuguese Language Countries (CPLP) has nine members and it’s sometimes referred to as a Portuguese-speaking version of Britain’s Commonwealth. Meanwhile, Portugal is nurturing new business startups and building a reputation as a base for unicorns such as tech firms OutSystems and Talkdesk, and clothing retailer Farfetch.

The GSPI scores Portugal best for the Familiarity and Reputation performance indicators and calculates the country’s brand value at over $295 billion (£233bn), an increase of almost 12% since last year. 

Türkiye slips one place in the 2025 GSPI, from 25th to 26th in the rankings. It scores well for Familiarity but much less so for Sustainability, Governance and Media & Communications. 

Ankara’s soft power initiatives include development outreach to countries near and far, such as former Ottoman provinces. It offers mosque building, air links through the national airline and scholarships to Turkish schools, among other things. The strategy has paid off handsomely with much-increased trade, especially in Africa.

Swapping places with Türkiye is New Zealand, which moves up to the 25th spot. Its best scoring performance indicator is Reputation, and its brand value has leapt by an impressive 16.8% to over $292 billion (£231bn). 

Much of the country’s soft power is derived from its ability to project a good-natured image with a wholesome, outdoors-focused lifestyle. It’s frequently considered to be a non-threatening country and an international honest broker with a sincere commitment to the rules-based world order. In particular, it's built some trusting, culturally aligned relationships with smaller nations in its own Pacific backyard. 

Austria has also achieved a decent score for Reputation, though it’s down one place this year to number 24 in the rankings. It makes use of art, music, philosophy science and more in over 5,000 projects each year, helping to promote a positive image overseas. Most recently, it opened an Austrian cultural centre in Sofia, Bulgaria in February. 

Beyond culture, Vienna is an important centre of international co-operation, with the Comprehensive Nuclear Test-Ban Treaty Organization, International Atomic Energy Agency, OSCE and the UN Office on Drugs and Crime all based there. It’s also firmly committed to collaboration with neighbouring countries through its membership of the European Union. 

Another EU country, Finland climbs a place to 23rd, performing most strongly in Reputation, Business & Trade, Familiarity and Sustainable Future. Among its weaker scores are Influence, which is curious given the country’s 2023 decision to end its neutrality and become a member of NATO. 

Overall, it’s doing very well though. Finland enjoys a high level of gender equality, having been the first place in Europe to introduce female suffrage, and today, almost half its parliament is made up of women. It also has a good reputation for LGBT rights. Environmental credentials further add to the progressive image and it's topped the UN World Happiness Report for the last seven years in a row.

Qatar has fallen one spot to 22nd place in the 2025 GSPI. The tiny desert enclave, which hosted the 2022 FIFA World Cup, scores well for Reputation, Business & Trade and Familiarity, but it’s let down by Media & Communications, despite being the headquarters of global news giant Al Jazeera.

It’s one of several Gulf nations that have made huge advances in soft power in the last few years, as development and economic diversification transform them from mere sources of hydrocarbons into tourist, business and education hubs. However, the progress seems to be easing this year and Brand Finance detects a decline in perceptions of the region among respondents in Africa and Asia – where much of its migrant labour hails from – as well as in the Middle East itself. 

Climbing one place to 21st spot in the index is Singapore. Decent scores for Reputation and Familiarity and a very impressive Brand Value, which has increased by 17% to almost $825 billion (£652bn), all help secure its healthy ranking. 

As a small nation with no ability to project hard power, the city-state must look to its reputation for enterprise, shrewd investment, innovation and very low crime levels in order to gain influence beyond its borders. It’s also well-known for embracing a mix of different cultures and is home to well-settled Chinese, Malay and Indian communities. World-class education, high standards of healthcare and transport and political stability – not to mention a national airline consistently rated as one of the best in the world – all round off the image of a nation that’s both well-managed and at ease with itself.  

Saudi Arabia is another fast-developing Gulf state that’s finding its soft power progress stalling, having dropped two places in the ranking to 20th place. Like Qatar, its best score is for Familiarity, followed by Business & Trade, while it performs less well on Culture & Heritage and Media & Communications. 

In recent years, the de facto ruler of Saudi Arabia, Crown Prince Mohammed bin Salman, has tried to distance the country from religious and cultural extremism in an attempt to court international investment. The Kingdom famously ended its ban on women driving cars in 2018, and it’s even introduced a general tourist visa and relaxed its dress code for foreign women. It’s a risky strategy as it could undermine the royal family’s right to rule in the eyes of some conservative Muslims. And, as this year illustrates, a soft power bonanza isn’t guaranteed every year either. On the plus side, Saudi Arabia’s brand value has increased by over 14%, to a total of almost $1.9 trillion (£1.5tn). 

Belgium moves up a place to 19th with a score of 56 points and very respectable Familiarity and Reputation performance indicators. Its national brand value has increased by nearly 7% to almost $795 billion (£629bn). As a smaller nation, Belgium has to work hard to project its influence but being the home of NATO and the capital of the European Union both help its visibility. 

Culturally too, Belgium does well out of a growing number of tourists visiting its historic towns and cities, and its food and drink are increasingly popular beyond its borders.

Another small European country, Denmark’s best performing areas are Business & Trade followed by Reputation. The latter should come as no surprise given that Transparency International has awarded it the status of the world’s least corrupt country for seven years in a row. It’s also officially one of the happiest nations. 

Among its lowest scores in this year’s GSPI is that for Influence, which could change – or not – depending on the outcome of its current spat with President Trump over Greenland. Some fellow Europeans have restated their confidence in Denmark’s rule over the territory, referencing its democratic institutions and consensual approach to foreign policy. On the other hand, Greenland itself is seeing a resurgence of opposition to Danish control, while the United States seems determined to brush Copenhagen aside. 

Good governance underpins Norway’s soft power, with the home of the Nobel Peace Prize widely perceived as politically stable and respectful of law and human rights. Accordingly, Reputation is its highest-scoring performance indicator, with Familiarity and Sustainable Future the next best metrics. 

Another high-scoring area is the Sustainable Future category, reflecting very positive perceptions of Norway’s environmental stewardship. It’s a country that generates most of its electricity from renewable sources and is moving rapidly toward 100% of new cars being electric too. However, the fact that Norway remains a big exporter of fossil fuels may detract from this clean image. Meanwhile, Brand Finance has previously noted that language barriers and small market size make it hard for any Nordic country to make a big global impact.   

Brand Finance says that this year, countries projecting hard power tend to lose out on their soft power as a result. That said, Russia holds onto a 16th-place ranking despite widespread condemnation for its war of aggression in Ukraine. Familiarity, Influence and Education & Science are its top-scoring performance indicators. 

The explanation for Russia’s continued favourable position might be found in positive images of it among its allies, even as most Western nations take another view. Incidentally, the 2025 SPGI also includes the attitudes of Russians toward other nations for the first time since the Ukraine war began, helping to gain a more comprehensive picture of global perceptions. 

The Netherlands has dropped a place this year to take up the 15th spot with a middling performance, scoring highest in the Business & Trade category.  

Famed for its liberal attitudes to personal freedom, gender, sexuality and even matters like euthanasia, the small country has made its progressive society a soft power asset. But it also punches above its weight in international affairs, hosting the International Court of Justice at The Hague and supplying the current NATO Secretary General (its former prime minister Mark Rutte, pictured). Downsides include the shaky coalition government that followed the one Rutte led and plans to slash foreign development aid to concentrate more narrowly on Dutch interests.      

Another country that’s down one place on last year is Australia. It boasts a widely envied lifestyle, prosperous society and a reputation for being competitive and successful in global sports and beyond. In terms of the GSPI, its best scores are found in the Familiarity, Reputation and Business & Trade categories. Its brand value climbs by 12.6% to over $2 trillion (£1.6tn). 

It’s a long way for much of the world to travel Down Under, yet it remains a major tourist draw, renowned for unique flora and fauna – not least, the Great Barrier Reef. It’s also the fourth most popular destination for international students. Meanwhile, Australians enjoy an indomitable image thanks to their country’s often unforgiving outback environment. One downside is its cities’ inability, so far, to match counterparts in Europe and North America when it comes to history and the arts, which is reflected in a relatively low Culture & Heritage score. 

Spain makes 13th place after dropping two spots in the ranking, but its brand value of some $2.21 trillion (£1.7tn) is up by more than 26%, taking it into the top 10 in this category. Brand Finance notes the country’s increasingly strong corporate sector with well-known names such as Santander, Zara and Movistar all adding to the valuation, as well as helping the country’s image as a leader in innovation. It gets an excellent score in the Familiarity performance indicator, while Reputation and Culture & Heritage are also high. It also achieves three medals. 

Spain’s economy is doing much better than its eurozone counterparts, buoyed by tourism, relatively cheap energy and EU recovery funds. Meanwhile, it boasts strong cultural influence too, stemming from its geographical links to Africa and the Americas and its language, which isthe second most widely spoken in the world. 

South Korea, ranked 12th, is one of the fastest-improving nations, having risen three places despite President Yoon Suk Yeol's declaration of martial law, his subsequent impeachment and the constitutional crisis that followed. In fact, it turns out these events could even have helped its image: despite Yoon’s abortive manoeuvre potentially causing damage to trust and confidence, some people might perceive the nation’s swift reaction to it as a demonstration of democratic resilience.

Beyond that, the East Asian economic hotspot has garnered a reputation for being a centre of cutting-edge technology and advanced science, while brands such as Kia, Hyundai, Samsung and LG carry its name all round the world. Culturally, the global appeal of K-pop and Korean film, TV and food has further boosted its profile. Overall, Brand Finance estimates the country’s brand value to be over $1.99 trillion (£1.6tn). 

Like other Scandinavian and Nordic countries, Sweden is widely associated with good governance, human rights, high levels of development and low levels of inequality. It just misses out on a top 10 ranking in the GSPI, having climbed one place to the 11th spot. 

It’s a good performance all round though, with 10 medals, including one for the Sustainable Future category, and high scores elsewhere for Business & Trade, Familiarity and Reputation. It does less well for Influence, despite having joined NATO in March 2024. This may change as the nation steps up to the challenge of deterring Russian aggression since Sweden has made clear that it wishes to play a full role. 

Unlike its Gulf counterparts Qatar and Saudi Arabia, the UAE does not fall in this year’s index and keeps its top 10 position as the Middle East’s strongest performer. Strong positive perceptions of its Business & Trade, International Relations and Influence are behind the good news. In fact, it’s seen as the second country globally for ease of doing business. 

At $1.22 trillion (£962bn), the Emirates’ brand value is up more than 15% year on year, reflecting the ongoing economic development of this former desert outpost, which is now home to over 10 million people and increasingly seen as an international hub for business, education, sport and the arts. A global airline and mega developments like the world’s tallest skyscraper, the 830-metre Burj Khalifa (pictured) help keep the tiny but increasingly significant country in the public eye. 

Italy’s top-scoring areas are Familiarity and Culture & Heritage, as you might expect from a country that plays host to the Vatican and is known for its compelling history, cuisine and more. Home of La Dolce Vita, it's won medals for its food and friendliness, and overall has held onto the ninth ranking. Its weaker areas are Governance and Media & Communications. 

The country remains in a tight spot economically with barely any growth in 2024 and not much more expected this year, but Italian companies still prevail globally, with luxury brands like Gucci and Armani lending an air of glamour to the Italian image. And if Italian industry travels well overseas, the rest of the world is also travelling to Italy as it’s the fourth biggest tourist destination on the planet. From fashion through football to Ferrari sports cars – Italy is in the soft power fast lane and boasts a brand value of $2.4 trillion (£1.9tn).

As reliably excellent as one of its own top-quality watches, eighth-ranked Switzerland wins more medals for its soft power than any other nation, with no fewer than 15 golds including for Reputation, Governance and People & Values. The Swiss are perceived as embodying stability and ethics, along with strong economic performance, safety and trusted institutions. Particularly for such a small country, this is a stellar result.  

Switzerland also almost completely dominates Brand Finance’s ‘recommendation’ categories in which people advocate the best places to work, invest, visit and buy from. It came second only to the UK as a place recommended for study and has a brand value of $1.1 trillion (£866bn).

Canada comes in at seventh place and has a brand value of $2.7 trillion (£2.1tn). It also does very well in its medal tally; with 14 awards, it equals the UK and Japan. It wins one of two gold medals for its high score in the Reputation performance indicator, which is no surprise given the nation has long been known for its approachability, tolerance and ethical governance. Business & Trade, International Relations and Familiarity are also high-scoring categories. 

Some of these attributes might now be at risk, though, as Canada falls out with its more powerful neighbour to the south. Donald Trump has blasted the nation for allegedly allowing illegal drugs, including fentanyl into the US, and Ottawa has hit back at US tariffs with its own trade restrictions. There have also been some ugly public spats such as the fights between the two nations’ ice hockey players at a recent match in Montreal, while Canadian fans at several fixtures have booed the US national anthem. It all detracts a little from the squeaky-clean image.

As a country that’s given the world such enduring national symbols as ‘liberté, égalité, fraternité’, the Louvre, fine wines, new wave cinema, fashion and, last but not least, crème brûlée, France is not short of soft power. This year, it holds onto sixth place in the GSPI with a slightly increased overall score and silver medals for its Familiarity and Culture & Heritage performance indicators. It wins a further bronze medal for Media & Communications and has a brand value of over $3.8 trillion (£2.9tn).

That said, 2024 was a mixed year for France. Hosting the Olympic Games brought it significant kudos, and once again it was the most visited country in the world. Meanwhile, Gabriel Attal became the country’s youngest and first openly gay prime minister, showcasing its progressive credentials. However, his premiership was followed by two more within the year as politics descended into crisis, while strikes, protests and even terror attacks have hit the headlines. Economically, too, it risks developing a reputation for chaos despite being home to some stellar industries.  

Recent news stories emanating from Germany have often been negative too, with its economic woes and political turbulence dominating the headlines. Nevertheless, the Federal Republic retains fifth place this year as mainland Europe’s most successful soft power and boasts a brand value of $5 trillion (£3.9tn). 

Germany does suffer a decline in its Reputation and Influence indices, yet Business & Trade, International Relations and Familiarity are all high, and Brand Finance awards it eight medals overall. Much of the country’s soft power future may be determined by its ability to navigate the various crises in US-European relations, the Ukraine conflict and its own society and politics. The man who looks set to steer that course is the winner of February’s election, CDU leader Friedrich Merz (pictured).  

It’s a strong showing from Japan which holds onto the fourth place and wins four gold medals in what Brand Finance describes as the “key areas of sustainability, advanced technology and high ethical standards”. High scores for Business & Trade, Familiarity, Education & Science and Sustainable Future are behind the accolades. 

Japan, which has a brand value of $4.2 trillion (£3.3tn), has long built its reputation on modernity and technological ingenuity, but its image is also that of a traditional culture with a respected history and well-established customs. Since 1945, it’s come to be known as a country that eschews military confrontation too, having renounced war in its constitution. However, that particular image is coming under pressure as the country responds to the growing Chinese presence in the Pacific by announcing a rearmament programme. 

All but two of the top 10 countries are non-movers this year, and one of the exceptions is the UK. It’s always been in the runner-up spot until now, but this year it slips to third place. With 14 medals to its name, a brand value of $4.4 trillion (£3.4tn), and high scores in Familiarity, Business & Trade and International Relations, the country excels in its influence as well as projecting soft power through institutions like the British Council, the BBC World Service and of course the Royal Family. British education is valued globally and draws significant numbers of foreign students, while the country punches above its weight in arts and leisure in everything from pop music to the Premier League. 

Nevertheless, the drop in ranking will alarm London, suggesting the UK national brand is in danger of losing its edge as the country’s economic and military hard power also become less potent on the world stage. The government has created a UK Soft Power Council to amplify its public image, a move that Brand Finance applauds. 

The country that’s taken the UK’s place in the runner-up spot is China, with a highest ever overall score of 72.8 and a brand value of over $20.5 trillion (£16tn). It’s been working hard to bolster its soft power in recent years, and these strategic efforts seem to be paying off, with a tally of nine medals this year. Many of its performance indicator scores are seeing significant increases: Familiarity, Business & Trade, Education & Science all achieve high marks. What’s more, Brand Finance notes that global perceptions of China’s Reputation have climbed steeply on their performance in previous years. 

Beijing’s Belt and Road foreign investment projects, its focus on sustainable development, and stronger Chinese product brands have all helped give it a more visible and positive image globally. And it appears to be targeting its weaknesses since among its best-improved areas are five that achieved the country's lowest scores last year. Can it continue? Brand Finance says it’s hard for countries to project soft power and hard power at the same time, so much might depend on the extent of Beijing’s increasingly aggressive foreign policy. 

And the winner is… who else but the United States? 

Way out in front with a score of 79.5, a tally of 15 medals including 12 golds – not to mention a $37.3 trillion (£29.4tn) brand value – this is the world’s soft power superpower. It dominates in its culture, influence, education, economic reach and much more. 

And yet, there’s no room for complacency. America’s overall scores have levelled out this year, and it’s because of a decline in some of the key areas like Governance and People & Values. Brand Finance blames “internal political tensions and the polarising nature of the presidential campaign which was underway during the time of polling”. Among the characteristics that are seen to have weakened are generosity, trustworthiness and – crucially – friendliness. With Donald Trump returning to the White House and presenting an assertive face to the world, the danger for American soft power is that the country is perceived to be prioritising narrow self-interest. 

Now discover 10 countries the super-rich are moving to... and 10 they're fleeing