This article was originally published in the Brand Finance Global Soft Power Index 2025
Deputy Director,
Department of Public
and Cultural Diplomacy,
Ministry of Foreign
Affairs of the Republic
of Poland
Brand Finance is proud to announce that we are working with Poland’s Ministry of Foreign Affairs to prepare a strategic roadmap for public and cultural diplomacy based on insights from the Global Soft Power Index drivers analysis. Why is it important for you to root your strategy in data?
Poland’s MFA wants its public and cultural diplomacy to be effective. Data helps policymakers and diplomats assess public opinion, cultural trends, and the general mood in the target country or region. This enables them to tailor messages and initiatives in ways that are more likely to resonate with local populations.
A public survey and analysis in a given country done by a local research agency provides diplomats and governments with a valuable look at the data in that specific country. However, we look at different methodologies, questions, and approaches if we have several surveys or analyses. Then, finding the common thread that would enable us to build a good general strategy is very difficult. In the case of the Brand Finance Global Soft Power Index data, we have one methodology implemented in all the markets and the experience of several editions, which allow us to see trends, reflect on our strengths, and ultimately improve.
A strategy rooted in data will, in the end, enable our partners to deliver more attractive products to foreign markets and audiences, and our missions abroad would support them more efficiently.
How can a reinforced focus on Soft Power benefit Poland in today’s world?
I know that someone who has visited our country has a better opinion of Poland and about us Poles. Sometimes, there needs to be one single spark to inspire a person to visit Poland – a book by Olga Tokarczuk or a TV coverage on the Great Orchestra of Christmas Charity. Once a year, people all around Poland wear a big red heart sticker, a label of the Orchestra and proof that they donated money for paediatric and elderly care. This is also a message that in Poland, solidarity matters. Foreigners who come to Poland at that time are in awe of the phenomenon.
Current Polish diplomacy objectives include the statement “Poland in solidarity.” We promote it and act accordingly, “in solidarity” with Ukrainian neighbours who resist the aggressor threatening their freedom and self-determination. Polish cultural diplomacy enables Ukrainian artists to cooperate with our missions and present their artistic projects to have a space to perform and remind the world about the war.
The Polish Ministry of Foreign Affairs supports cultural initiatives and projects to attract visitors. We are fostering our nation brand with a study tours programme -attracting new visitors and investments while breaking stereotypes about Poland. From the latest Brand Finance report, perceptions of governance, respect for law, and reputation have seen modest increases. However, there is great potential in promoting our country – our education and culture. Beautiful landscapes, well-developed infrastructure, safe and clean cities – such an image of Poland should become popular in the world.
What initiatives in cultural relations are you working on that could serve as examples to others?
People are tired of living in a world that is becoming more fragmented and volatile. With our British partners, we wanted to confirm that we need to intensify efforts to strengthen bilateral cultural relations between Poland and the UK in the changing world and political landscape, particularly with security as our everyday priority.
Both governments have supported programs that bring Polish communities in the UK and British citizens together to explore shared experiences through art, music, and history and showcase what they've got best in their own cultures.
That is why we are happy to collaborate on the cultural Season with the United Kingdom. Over 100 events in the fields of cinema, theatre, visual arts, design and music will be held from March to November in the UK and Poland. The program is coordinated on the one hand by the British Council and on the other by the Adam Mickiewicz Institute and the Polish Cultural Institute in London.
