Romania climbs to 53rd globally as media credibility and technology perceptions surge in Global Soft Power Index 2026

• Romania rises 2 places to 53rd globally, with Soft Power score increasing from 39.5 to 40.3
• Remarkable improvements in perceptions of generosity (up 26 ranks), trustworthiness (up 21 ranks), and cuisine (up 24 ranks)
• Technology and innovation perceptions strengthen significantly, climbing 11 ranks to 44^th globally
• US holds top spot in Global Soft Power Index despite broad declines; Japan overtakes the UK for 3^rd

LONDON, 20 January 2026 – Romania has climbed two positions to 53^rd in the global rankings, according to the new iteration of the Global Soft Power Index by Brand Finance. Romania's overall Soft Power score increased from 39.5 to 40.3 out of 100, driven by substantial improvements across media perceptions, technology credentials, and personal attributes including generosity and trustworthiness.

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 scope of the survey, the Index is the world’s most comprehensive study on 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 different metrics to arrive at an overall score out of 100 and ranked in order from 1^st to 193^rd.

Romania has surged 26 ranks for being perceived as generous to 82^nd globally, while trustworthiness climbed 21 ranks to 48^th. The Media & Communication pillar showed the strongest pillar-level improvement, climbing 17 ranks from 72^nd to 55^th. Within this, media trustworthiness rose 11 ranks to 37^th and influential media improved 13 ranks to 48^th globally. Romania's technology credentials also strengthened notably, with technology and innovation climbing 11 ranks to 44^th, while being advanced in science improved five ranks to 41^st. The Education & Science pillar advanced six ranks to 42^nd globally.

However, the data reveals challenges in some perception areas. Romania declined 22 ranks for being tolerant and inclusive to 63^rd, while lifestyle appeal fell 12 ranks to 78^th. Perceptions of law and human rights also weakened, declining nine ranks to 52^nd. Tourism perceptions softened slightly, with visit appeal falling five ranks to 65^th, despite improvements in cultural heritage metrics.

Mihai Bogdan, Managing Director, Brand Finance Romania, commented:

"Romania's performance in the 2026 Index tells a compelling story of shifting perceptions. The substantial improvements in trustworthiness, generosity, and media credibility suggest that Romania is successfully reshaping its international image. The 11-rank jump in technology and innovation perceptions is particularly significant, reflecting Romania's growing reputation as a tech hub in Eastern Europe. However, the notable declines in tolerance and lifestyle perceptions present a challenge that will need to be addressed to sustain this positive momentum."

Global Insights: US Soft Power declines as China rises, while Japan overtakes the UK to take 3^rd 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 1^st place overall, the United States records the steepest overall decline among all nation brands ranked, driven by sharp declines in Reputation (26^th, -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 (1^st), sport (3^rd), iconic brands (2^nd), innovation (3^rd), and space exploration (1^st).

China has consolidated its second-place position, overtaking the US for the first time in Reputation (18^th, +9), supported by improvements in People & Values, Governance, and Sustainable Future. China has reinforced perceptions in Business & Trade (2^nd, +2) and Education & Science (1^st, +2), ranking 1^st globally for ease of doing business, future growth potential, technology and innovation, and advanced science. It has also risen to 3^rd globally (+5) for perceptions of strong and stable economy, with these combined factors helping to sustain China’s high levels of Influence (2^nd) and Familiarity (4^th).

Japan’s rise to 3^rd, now overtaking the United Kingdom (4^th), exemplifies its ability to build Soft Power through a direct experience of the nation brand. Japan has maintained strengths in Business & Trade (1^st), Sustainable Future (1^st), Education & Science (2^nd), and Governance (2^nd), while tourism has boosted Familiarity (6^th, +1) and related attributes, including appealing lifestyle (4^th, +9), visit appeal (8^th, +3), friendliness (7^th, +12), and fun (21^st, +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.”