This article was originally published in the Brand Finance Global Soft Power Index 2026
As we enter 2026, global perceptions of power are shifting at an accelerating pace. Heightened geopolitical tensions, more assertive national politics, and intensifying competition for influence have reshaped how nations are viewed globally. In this environment, Soft Power is an increasingly contested asset, shaped by leadership, governance, culture, and values, and a nation’s ability to respond effectively to global challenges.
Brand Finance’s Global Soft Power Index tracks these changes, measuring how nations adapt to evolving global paradigms to reinforce their global reputations.
The Global Soft Power Index ranks all 193 United Nations member states across a range of pillars and attributes to determine which nations wield the greatest Soft Power. The 2026 Medal Table highlights performance at a more granular level by tallying each instance in which a country ranks first, second, or third for a given pillar or attribute, awarding metaphorical “medals” in 55 categories.
This analysis provides a more nuanced view of a nation’s performance, particularly where large nations dominate the overall rankings by revealing where other nations excel.
In 2026, Switzerland leads with 17 gold medals, followed by the U.S. with 12, and Japan with 9, though Japan’s total medal count exceeds that of any other nation at 26. China, Canada, and the United Kingdom earn more than 10 medals each too, but fewer golds. 21 nation brands overall earn at least one medal across the 55 categories, showing how concentrated Soft Power tends to be.
Soft Power medal winners of 2026
Switzerland – A trusted brand
With 17 gold medals, including a world-leading Reputation, Switzerland is a global benchmark for stability, ethical governance, and trust, also leading in areas such as international relations and economic strength. Switzerland secures gold medals in three of the five Recommendation categories, complemented by silver medals in the remaining two.
Respondents worldwide rank Switzerland as the number one nation in which to work, invest, and visit, and the runner up for the destination to study and buy products and services from, reinforcing its position as a world-leading destination for opportunity and confirming the incredible strength of its nation brand. Switzerland also earns gold medals for trust, underscoring the power of credibility in an era increasingly defined by misinformation and fake news.
United States – Unparalleled influence
The U.S., with 12 gold medals, excels in diplomatic, cultural, and media influence. While trailing other nations like Switzerland or Japan in Governance and People & Values, the U.S. maintains its position as the world’s most influential Soft Power nation with the utmost global awareness, driven by its dominance in entertainment, space exploration, and diplomatic influence.
Japan – Business & Trade powerhouse
Japan tops the table with a total of 26 medals in 2026 and secures nine gold medals across key areas including sustainability, education, and products and brands the world loves. Within the Business & Trade pillar, Japan earns three medals across the four attributes. Alongside its strong performance for global product appeal, Japan also earns silver medals for economic stability and future growth potential. Strength in this pillar is one of the key contributors to its third place ranking for overall Soft Power in 2026.
China – Economic power coupled with cultural appeal
China’s diverse medal tally (five gold, eight silvers, and four bronze), reflects its multifaceted appeal. The nation performs strongly in business, science and technology, but also sustainability, while strong perceptions of its rich heritage show potential to reach global audiences through culture and tourism.
