Beijing’s Soft Power Surge Challenges US Global Dominance
The United States solidified its position as the world’s leading soft power nation, according to the 2025 Brand Finance Global Soft Power Index. While the US maintains its lead, a significant global shift saw China overtake the United Kingdom to claim second place, marking a pivotal moment in the ongoing soft power competition. Thailand also saw modest gains, rising to 39th place.
The US achieved its highest-ever score of 79.5 out of 100, a testament to its enduring cultural influence and global reach. However, the report acknowledges concerns about the nation’s political stability following Donald Trump’s return to the presidency. This highlights the complex and often paradoxical nature of soft power, where internal challenges can significantly impact a nation’s international image.
China’s ascent to second place, with a score of 72.8, highlights the effectiveness of its strategic investments in global influence. Initiatives like the ambitious Belt and Road project—a sprawling infrastructure development strategy spanning continents—and an increasing emphasis on sustainability have bolstered China’s international standing. This marks the first time in the index’s six-year history that China has surpassed the UK.
David Haigh, Chairman of Brand Finance, underscored the strategic nature of China’s approach. «This historic shift in rankings demonstrates the effectiveness of China’s long-term investment in soft power,» he stated, emphasizing the deliberate and sustained effort behind China’s rise. This shift signals a new era in the global soft power dynamic, with China poised to play an increasingly influential role on the world stage.
Within Southeast Asia, Singapore leads at 21st place, followed by Malaysia (36th), Thailand (39th), Indonesia (45th), Vietnam (52nd), and the Philippines (53rd). Thailand’s improved ranking, up from 40th the previous year, coincides with a 5.1% increase in its brand value, now estimated at $531,090. This progress follows the establishment of the National Soft Power Strategy Committee in 2023, initially under then-Prime Minister Srettha Thavisin and continued under Prime Minister Paetongtarn Shinawatra, illustrating a concerted effort to leverage the nation’s cultural assets and diplomatic initiatives.
Brand Finance’s comprehensive study, based on surveys of over 170,000 respondents across more than 100 countries, reveals a growing disparity in the soft power arena. The research shows a widening gap between top-performing nations and those lower down, creating what some experts call a «zero-sum game» in the pursuit of global influence. This suggests an increasingly competitive soft power landscape, with leading nations consolidating their advantages while others struggle to keep pace.
The 2025 index also highlights dramatic shifts in individual country rankings. El Salvador made a remarkable 35-position leap to 82nd place, showcasing the potential for rapid advancement in soft power influence. Conversely, nations embroiled in military conflicts experienced declines, with Israel falling to 33rd and Ukraine dropping to 46th, demonstrating the detrimental impact of geopolitical instability on a nation’s global image.
The 2025 Brand Finance Global Soft Power Index provides a compelling snapshot of the evolving dynamics of global influence. While the United States remains the dominant force, China’s rise signals a new era of competition. The report underscores the strategic importance of soft power and the need for nations to invest in building their global reputation and influence.
