Brand Finance Global Soft Power Index 2026: Indonesia retains 45th rank as international visibility rises

New Brand Finance data highlights Indonesia’s growing international attention, supported by business perceptions and cultural familiarity

• International awareness: Indonesia climbs six places to rank 46^th for closely followed affairs, signalling strengthening visibility
• Opportunity remains a core asset: Indonesia ranks 23^rd for ‘future growth potential’, and holds 40^th for ease of doing business
• US holds top spot in Global Soft Power Index despite broad declines; Japan overtakes the UK for 3^rd  

JAKARTA, 27 January 2026 - Indonesia ranks 45^th globally in the Global Soft Power Index (GSPI) 2026 with a score of 42.0/100, retaining its position from 2025, according to a new iteration of the Global Soft Power Index by Brand Finance. In Asia Pacific, Indonesia ranks 10^th among the 18 regional countries included in the top 100.

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.

Indonesia’s results in 2026 highlight a Soft Power profile shaped by sustained global familiarity and growing international relevance. While its overall score is marginally down from 42.9/100 in 2025, Indonesia maintained its 45^th global rank, reinforcing the strength of its nation brand presence in a year where many countries saw a broad softening of perceptions.

Indonesia’s visibility improved notably this year, rising six places to rank 46^th globally for ‘affairs I follow closely’. This gain signals strengthening international attention, reinforcing Indonesia’s position as a country that remains firmly on the global radar through its strategic importance as the world’s third-largest democracy and a leading voice in ASEAN.

In the Business & Trade pillar, Indonesia continues to be recognised for long-term opportunity. It ranks 23^rd globally for ‘future growth potential’, remaining one of the country’s strongest performing attributes despite slipping from 14^th in 2025. Indonesia also holds steady at 40^th for ease of doing business, supporting perceptions of accessibility for investment and commercial engagement.

Indonesia’s Culture & Heritage pillar’s performance continues to provide recognisable sources of Soft Power, grounded in cultural familiarity and everyday appeal. The country ranks 21^st globally for ‘food the world loves’, reflecting strong international association with its culinary identity. Indonesia also ranks 39^th for ‘great place to visit’ and 53^rd for ‘rich heritage’, reinforcing the ongoing role of tourism and cultural depth in shaping international perceptions.

Alex Haigh, Managing Director Asia Pacific, Brand Finance, commented:

“Indonesia’s 2026 Global Soft Power Index results reflect a nation increasingly visible and relevant on the global stage. While the overall score remains stable, improvements in international awareness show that the world is paying closer attention to Indonesia’s strategic role, dynamic economy, and rich cultural identity. Its recognised potential for future growth, combined with unique heritage and cuisine, continues to strengthen its global reputation and appeal.”

Global Insights: US Soft Power decline accelerates as 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).

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.”