This article was originally published in the Global Soft Power Index 2025
Global Head of Communications,
Brand Finance
As we enter 2025, the Global Soft Power Index (GPSI) continues to measure the shifting and dynamic influence of nations, driven by their leaders, cultures and global politics.
From governance to cultural heritage, nations strive to project influence, adapt to global challenges, and reshape perceptions of their global standing. As globalisation is on the decline, data that informs these perceptions is increasingly vital.
The GSPI ranks all 193 member countries of the United Nations across a whole series of dimensions – and ranks which countries exert the most Soft Power influence.
Naturally, big nations rank highly, because their size increases their influence. However, as in previous years, Brand Finance recognises each country's performance across each dimension of the GSPI and awards metaphorical “medals” for the top three performances in each category.
We then add up the totals - think of this as the Global Soft Power Index equivalent of the famous Olympic medal tally every four years.
In 2025, Switzerland leads with 15 gold medals, followed by the United States with 12 golds. The United Kingdom, Japan, and Canada have comparable total medal counts, although their distribution between gold, silver, and bronze varies.
Soft Power medal winners of 2025
Switzerland – The pinnacle of Soft Power
With 15 gold medals, Switzerland embodies stability, ethical governance, and reputation. It leads in areas such as perceptions of a strong economy, political stability, safety, and trusted institutions. Switzerland almost received a clean sweep across all ‘recommendation’ categories, where people recommend most to work, invest, visit and buy from.
Switzerland came second only to the UK as a place recommended for study – a strong endorsement that the world's people recommend Switzerland.
United States – A cultural and technological giant
The United States, with 12 gold medals, excels in cultural influence, media reach, and technological innovation. While trailing Switzerland in some Governance and Reputation metrics, the U.S. remains a leader in global awareness and influence, driven by its dominance in entertainment, growth potential, and space exploration.
United Kingdom – Diplomatic and cultural strength
The UK’s diverse medal tally (five gold, four silver, five bronze) highlights its multifaceted appeal. It excels in heritage, arts, and sports while maintaining influence through its diplomatic networks. Its strong educational system and global tourism appeal bolster its continued relevance.
Japan – Tradition meets innovation
Japan ranks equally with the UK and Canada in total medals but secures four golds in key areas of sustainability, advanced technology and high ethical standards. Technological advancements, heritage sites, and efficient urban infrastructure contribute to its strong Soft Power performance.
Canada – A beacon of trust and safety
Canada’s Soft Power is built on inclusivity, safety, and human rights. Its 14 medals (two gold, five silver, seven bronze) focus on diplomacy, education, and sustainable development. Known for friendliness and tolerance, Canada attracts immigrants and global businesses seeking stability and ethical governance.
China, Italy and Brazil are in the next tier
China, Italy, and Brazil each topped two categories. China ranked highest for global perceptions of ‘future growth potential’ and ‘ease of doing business.’ Italy won the food and friendliness categories, while Brazil won for sports and fun. These results reflect a data-based measurement of the global perceptions of each nation rather than an objective determination of each category.
