This article was originally published in the Brand Finance China 500 2025 report
Soft Power is the ability of a nation to shape global opinions, behaviours, and preferences through attraction and persuasion rather than coercion. It is built on trust, credibility, values, and culture, qualities that are increasingly vital in today’s interconnected world. The concept was brought to prominence by Harvard Professor Joseph Nye, who argued that the true strength of a nation lies not only in its economic or military might, but in its Soft Power to inspire and engage others.
Once dominated by Western nations, the Soft Power landscape is shifting, with China emerging as a formidable global force. In the 2025 Global Soft Power Index, China rose to an all-time high, securing second place with a score of 72.8, surpassing the United Kingdom for the first time. This ascent marks a turning point in global influence dynamics, shifting the balance towards the East.
China’s continued climb is driven by deliberate and far-reaching strategic efforts. The nation recorded statistically significant improvements in six out of the eight Soft Power pillars, with progress in all 35 underlying brand attributes. This is more than a numerical gain; it reflects a rebalancing of perception, as China works to reshape its image through diplomacy, development, and innovation.
A Technological and Cultural Renaissance
China’s rising reputation in tech and innovation is closely linked to its growing clout in AI, electric vehicles, digital payments, and green energy. Brands like Huawei, BYD, Xiaomi, and TikTok/Douyin are reshaping global consumer expectations. China is no longer seen solely as the world’s factory. With the emergence of innovative companies like DeepSeek and their influence on
the global pace of innovation, it is fast becoming the world’s innovation lab. Meanwhile, reopening its borders post-pandemic, strengthening efforts to optimise visa policies, and pushing to revive inbound tourism have helped China as a destination rich in culture, history, and diversity more effectively.
Culturally, China continues to exert a subtle but growing influence. While still ranked 27th in the Reputation pillar (a reminder that global perceptions are shaped not just by economic prowess but also by international goodwill) efforts to export Chinese cinema, fashion, music, and cuisine are gaining traction. Events like the 2024 Beijing International Film Festival and the increasing presence of Chinese artists in global exhibitions broaden the narrative of Chinese identity beyond politics and economics
Connectivity and Global Cooperation
The expansive Belt and Road Initiative (BRI) is central to China's Soft Power strategy. As of 2024, China has signed
cooperation documents with over 150 countries under the BRI, while also pivoting the initiative towards green
development and digital connectivity. These moves align with China’s pledge to achieve carbon neutrality by 2060.
The Road Ahead
China’s rise in Soft Power reflects a strategic, long-term vision to create a more multipolar world where Eastern voices carry equal weight, but challenges remain. Reputation and cultural appeal still trail behind China’s economic and technological achievements, suggesting a need for deeper, more effective, and more authentic engagement with global audiences.