LONDON, 20 January 2026 – Canada ranks 8th according to the new iteration of the Global Soft Power Index by Brand Finance, solidifying its position as a reputable and stable nation. Canada continues to demonstrate exceptional global Soft Power, ranking 3rd for overall Reputation, behind only Switzerland and Japan.
Brand Finance publishes the Global Soft Power Index based on a survey of more than 150,000 respondents from over 100 countries to gather data on global perceptions of all 193 member states of the United Nations. Thanks to the survey's scope, the Index is the world’s most comprehensive study of perceptions of nation brands, providing an in-depth analysis of the evolving status of Soft Power as nations navigate significant global changes and challenges.
Soft Power is defined as a nation’s ability to influence the preferences and behaviours of various actors in the international arena (states, corporations, communities, publics, etc.) through attraction and persuasion rather than coercion. Each nation is scored across 55 metrics to arrive at an overall score out of 100 and is ranked from 1st to 193rd.
Canada’s performance underscores the endurance of its values-led global image. The nation ranks 3rd globally in the People & Values pillar and 5th for Governance, reinforcing its reputation as one of the world’s most trusted nations. In 2026, Canada remains the top nation for being seen as tolerant and inclusive, while maintaining a strong 5th place ranking for trustworthiness. In terms of Governance, Canada ranks 3rd for being seen as both politically stable and well-governed, and for respecting the rule of law and human rights, underscoring its commitment to multilateralism and democratic stability.
Additionally, Canada is well regarded as a top business destination, ranking 2nd globally for ease of doing business, 5th for its strong and stable economy, and 14th (+2 ranks from 2025) for its iconic products and brands. Canada also performs strongly across Recommendation dimensions, including 2nd to work in, and 3rd to both study and invest in, further highlighting its strong appeal to global audiences. These results signal deep-rooted international confidence in Canada’s prospects and quality of life, further highlighting its 2nd place ranking for lifestyle appeal.
Despite these strengths, Culture & Heritage remains Canada’s weakest pillar, ranking 21st globally. Perceptions of cultural depth lag, with Canada ranking 68th for rich heritage and 80th for food, suggesting that the nation’s contemporary and diverse cultural identity is not yet fully translating into traditional heritage perceptions.
Laurence Newell, Managing Director, Brand Finance Americas, commented:
“Canada’s Soft Power rests on trust, stability, and opportunity. Ranking among the world’s leading nations for its values, governance, and quality of life, Canada stands out as one of the most attractive destinations to live, work, and invest, attracting global talent and capital alike. While perceptions of cultural heritage trail Canada’s contemporary global reputation, this does little to dim its appeal; rather, it highlights an opportunity for the nation to connect its modern democratic identity with its cultural story more confidently.”
Global Insights: US Soft Power declines as China rises, while Japan overtakes the UK to take 3rd place
The Global Soft Power Index 2026 highlights a broad global decline of nation brand perceptions, driven by economic uncertainty, geopolitical tension, and social pressures. Audiences worldwide are more cautious and more likely to scrutinise nations’ behaviour, leading to lower scores across the Index and echoing the trust erosion seen during the COVID-19 period.
Despite retaining 1st place overall, the United States records the steepest overall decline among all nation brands ranked, driven by sharp declines in Reputation (26th, -11) and key nation brand attributes amid international backlash to “America First” policies. Key declines are observed in friendliness (-32), generosity (-68), ease of doing business (-21), support for climate action (-16), political stability (-8), human rights (-10), and ethical standards (-4). Nevertheless, the US retains its number one position for Familiarity and Influence, underpinned by continued global leadership in arts and entertainment (1st), sport (3rd), iconic brands (2nd), innovation (3rd), and space exploration (1st).
China has consolidated its second-place position, overtaking the US for the first time in Reputation (18th, +9), supported by improvements in People & Values, Governance, and Sustainable Future. China has reinforced perceptions in Business & Trade (2nd, +2) and Education & Science (1st, +2), ranking 1st globally for ease of doing business, future growth potential, technology and innovation, and advanced science. It has also risen to 3rd globally (+5) for perceptions of a strong and stable economy, with these combined factors helping to sustain China’s high levels of Influence (2nd) and Familiarity (4th).
Japan’s rise to 3rd, now overtaking the United Kingdom (4th), exemplifies its ability to build Soft Power through a direct experience of the nation brand. Japan has maintained strengths in Business & Trade (1st), Sustainable Future (1st), Education & Science (2nd), and Governance (2nd). At the same time, tourism has boosted Familiarity (6th, +1) and related attributes, including appealing lifestyle (4th, +9), visit appeal (8th, +3), friendliness (7th, +12), and fun (21st, +15).
Konrad Jagodzinski, Place Branding Director, Brand Finance, commented:
“The negative shift in the global mood highlights a critical lesson about Soft Power in 2026. Publics are increasingly sensitive to the alignment of values, actions, and outcomes. Nations that fail to demonstrate reliability, credibility, and impact face erosion not only in specific domains but also in broader international reputation and relevance. Soft power is not solely about visibility or size; it is about perception that a nation is delivering on promises implicit in its brand. Nations failing to uphold these promises are penalised by global audiences.”
Note to Editors
Full ranking, methodology, charts, commentary, expert contributions, and in-depth interviews on nation brands are available in the Global Soft Power Index 2026 report. The study was inaugurated today at the Global Soft Power Summit alongside the World Economic Forum in Davos. The Summit agenda includes a keynote speech by The Rt. Hon. Justin Trudeau, Former Prime Minister of Canada.
About Brand Finance
Brand Finance is the world’s leading brand evaluation and strategy consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions. Headquartered in London, Brand Finance operates in over 25 countries.
Disclaimer
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable if the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any individual, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
