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.