Global Soft Power Index 2025: Ranking the Most Diplomatic Nations

The Brand Finance Global Soft Power Index 2025 covers 193 countries based on 55 indicators. Over 170,000 respondents from more than 100 countries participated in the survey. The study evaluates international influence through culture, business, and diplomacy. For the first time, China has surpassed the UK, while the US remains the top nation brand.



The 2025 index reveals a growing disparity in soft power potential among nations. Powerful countries like China are advancing rapidly, while weaker nations, such as Kiribati, are falling further behind.

The top 10 countries improved their scores by +0.9 points on average.
The bottom 10 countries experienced a -3.0 point decline, widening the global gap in soft power.
Across the top 100, soft power scores rose by +0.3 points, while the remaining 93 nations saw an average decrease of -1.2 points, reflecting a shift where leading nations thrive at the expense of others.
According to Brand Finance’s Director of Branding, Konrad Jagodzinski, previous expectations suggested that all national brands would gradually improve over time. However, new data indicates otherwise.

"The global public's capacity to engage with and admire national brands appears limited, favoring well-known countries and those making strategic efforts to stand out. Lesser-known nations struggle to attract attention and positive perception in this highly competitive environment," he explained.

The United States Remains No.1

The U.S. retains the top spot in the index, achieving a record Global Soft Power Index score of 79.5 out of 100. It continues to lead in key performance indicators (KPIs) such as Familiarity and Influence, securing the #1 position in 12 out of 35 national brand attributes.

However, the U.S. reputation has suffered, dropping four places to 15th globally. Its governance quality also declined by four positions to 10th place, largely due to domestic political tensions.

Brand Finance’s Chairman, David Haigh, compared the situation to the end of Donald Trump’s first presidential term, when his confrontational policies weakened U.S. soft power, causing the country to lose the No.1 position in 2021. Now, Trump’s potential return has again triggered declines in political stability and governance effectiveness.

China Surpasses the UK for the First Time

For the first time, China ranks #2 with a score of 72.8 out of 100, its highest ever.

Since 2024, China has shown statistically significant growth in six out of eight key soft power dimensions.
Two-thirds of the country’s measurable indicators have improved.
Strategic initiatives like the Belt and Road project, sustainability efforts, national brand promotion, and post-pandemic tourism recovery have played a crucial role in this progress.

David Haigh emphasized that China has heavily invested in strengthening its soft power, and the results are now visible.
"For the first time in six years of publishing the Brand Finance Global Soft Power Index, China ranks higher than the UK. The 2025 index reflects China’s continuous efforts to boost its economic appeal, cultural showcase, and reputation as a safe and well-governed country," he added.

The UK Falls to 3rd Place

The United Kingdom drops to #3, reflecting a period of stagnation in national brand perception.

Business and trade influence fell to 6th place.
Governance performance declined to 3rd place.
Following the UK are Japan (#4), Germany (#5), France (#6), and Canada (#7).

Switzerland (#8) and Italy (#9) round out the top 10, with the United Arab Emirates (UAE) securing 10th place due to its strong performance in influence (8th), international relations (9th), and business & trade (10th).

The UAE Stands Out in the Middle East

The UAE remains the only Middle Eastern country in the top 10, despite regional soft power struggles.

Saudi Arabia dropped two places to #20.
Qatar fell by one position to #22.

El Salvador Makes the Biggest Jump in 2025

The fastest-growing country in 2025 is El Salvador, which jumped 35 places to #82 with a +3.2 soft power score increase.

A significant reduction in gang violence and homicide rates improved its safety and stability rankings.
El Salvador’s business and trade profile also improved, partially due to its 2021 decision to adopt Bitcoin as legal tender.

Soft Power Decline in Conflict-Affected Nations

Countries engaged in conflicts continue to lose soft power.

Israel dropped to a record-low #33, losing 42 positions in the "Reputation" indicator, ranking #121 overall.
Ukraine fell two places to #46, as it struggles to maintain international attention and support.
Ukraine’s reputation score also declined by 19 places, ranking #95 overall.
Russia remains at #16, supported by strong backing from Eastern allies despite broad condemnation from the West. Its reputation ranking is #75.

The Growing Importance of Soft Power

Experts emphasize that understanding soft power is crucial as it shapes global perceptions, influences diplomacy, and drives economic prosperity.

The Global Soft Power Index is the world’s most comprehensive study of national brand perception, analyzing all 193 UN-member states. It provides valuable insights into a country’s attractiveness for investment, trade, employment, education, and tourism.