This article was originally published in the Brand Finance South Korea 150 2025 report
Soft Power is the ability of a nation to influence the world not through force or wealth, but through attraction built on culture, values, innovation, and global cooperation. In the Brand Finance Global Soft Power Index 2025, South Korea continued its upward ascent, climbing three spots from 2024 to secure 12th place with a score of 60.2 out of 100. This rise reflects the country's growing relevance in an increasingly interconnected global landscape.
Cultural Excellence on the World Stage
South Korea’s cultural footprint continues to expand, powered by the enduring global appeal of the Hallyu wave. Ranking 9th globally for Culture & Heritage, the country’s influence is driven by its celebrated K-pop music, K-dramas, cinema, fashion, and beauty industries, which now resonate well beyond Asia.
The Arts & Entertainment sub-pillar remains a key strength, with South Korea ranked 7th worldwide, supported by its globally influential media, which ranks first overall. Korean cuisine also holds steady in 10th place. A significant jump in the ‘rich heritage’ ranking, rising 13 places to 28th, signals growing international appreciation of the country’s history, traditions and identity.
This cultural resonance is further reflected in South Korea’s seventh place ranking for ‘affairs I follow closely’, highlighting how the nation continues to capture global attention and shape conversations far beyond its borders. Tourism is also seeing renewed interest. South Korea’s rank as a ‘great place to visit’ improved by 17 positions to reach 44th, reflecting its increasing appeal as a global travel destination.
Economic Strength and Future Potential
Beneath its cultural rise is South Korea’s strong economic foundation. In the Business & Trade pillar, the country advanced four places to 11th, with its products and brands ranked eighth globally for desirability. This global recognition reinforces the country’s role as a top-tier exporter of not only goods but also design and innovation.
Its ranking of 6th for ‘future growth potential’ highlights its growing reputation as a global centre of technology, driven by forward-looking policy, cutting-edge research, and an ecosystem that supports innovation-led growth
Diplomacy and Scientific Leadership
South Korea is also expanding its diplomatic footprint. In the International Relations pillar, it ranks 22nd overall, with improved scores in ‘good relations with other countries’, now at 32nd after climbing 14 places. The country also made gains in ‘helpful to
other countries in need’, rising to 25th, and maintains strong standing in diplomatic influence at 17th.
Science and education remain standout strengths. South Korea holds 6th place in the Education & Science pillar. It ranks 5th for being advanced in technology and innovation and 6th for advanced scientific development. A 9th-place position in ‘investment in space exploration’ also signals a long-term commitment to leadership in next-generation industries.
Evolving Global Perception
The country’s soft power growth also reflects a shift in how South Korea is perceived globally. In the People & Values pillar, it climbs to 23rd, with strong marks for trustworthiness (19th), inclusivity (24th), fun (27th), and generosity (37th). These improvements point to a nation that is increasingly seen as open, positive, and globally engaged.
Sustainability is another emerging strength as South Korea now ranks 18th in this area, with a particularly strong performance in ‘sustainable cities and transport’ at 11th. With innovations in smart mobility and green urban design, the country is offering future-ready solutions to global challenges.
The Road Ahead
South Korea’s rise in the Global Soft Power Index is not a coincidence. It is the result of a deliberate national strategy, underpinned by cultural excellence, technological leadership, and meaningful international engagement. The country is no longer just a source of entertainment or electronics. It is a model of modern influence, where soft power is shaped by creativity, credibility, and long-term vision.
However, this momentum now faces a real-world test. Political upheaval shook the nation in late 2024, when former president Yoon Suk-yeol was impeached following his controversial attempt to invoke martial law. The crisis led to economic disruption and cast a shadow over perceptions of South Korea’s democratic stability. While the Brand Finance Global Soft Power Index 2025 was based on data collected before these events and therefore remains unaffected, the situation raises important questions about the future trajectory of the country's global reputation.
Since taking office in 2025, President Lee Jae-myung’s administration has moved quickly to restore confidence. A major stimulus package and renewed policy focus on transparency, innovation, and capital market reform have signalled South Korea’s commitment to long-term resilience and reform. Whether these efforts will be enough to sustain and grow the country’s soft power in the eyes of the world remains to be seen, but the foundations remain strong.