GLOBAL SOFT POWER INDEX 2025 TOP 20

Source: Brand Finance

Assessed based on  three Key Performance Indicators (KPIs): Familiarity (knowledge of the nation), Reputation (the nation’s perceived image) and Influence (perceived global influence). 8 Soft Power Pillars: 1) International Relations, 2) Education & Science, 3) Media & Communications, 4) Familiarity & Influence, 5) Culture & Arts, 6) People & Values, 7) Business & Finance, and 8) Governance & Policy.

1. United States of America
2. China
3. United Kingdom
4. Japan
5. Germany
6. France
7. Canada
8. Switzerland
9. Italy
10. United Arab Emirates
11. Sweden
12. South Korea
13. Spain
14. Australia
15. Netherlands
16. Russia
17. Norway
18. Denmark
19. Belgium
20. Saudi Arabia