Malaysia ranks 35th for global Soft Power, strengthened by openness and accessibility

New Brand Finance data highlights Malaysia’s strengthening perceptions of openness, engagement, and regional credibility

• Business accessibility: Malaysia ranks 16^th for ease of doing business
• Regional confidence: Malaysia ranks 29^th for ‘good relations with other countries’
• People and values gains: Malaysia ranks 27^th for tolerance and inclusivity
• Communication strength: 24^th for friendliness and 26^th for ease of communication
• US holds top spot in Global Soft Power Index despite broad declines; Japan overtakes the UK for 3^rd

KUALA LUMPUR, 27 January 2026 – Malaysia ranks 35^th in the Global Soft Power Index (GSPI) 2026 with a score of 45.8/100, up one position from 36^th in 2025, according to new iteration of the Global Soft Power Index by Brand Finance. While Malaysia’s overall score is slightly down from 46.1/100 in 2025, its improved ranking reflects strengthening perceptions of the nation’s openness, regional relationships, and practical strengths for global engagement.

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.

Malaysia’s performance indicates a Soft Power profile shaped by approachability and credibility. Gains across societal attributes, international relations, and business perceptions support Malaysia’s role as a well-connected regional economy with growing relevance on the global stage.

In Business & Trade, Malaysia ranks 16^th globally for ease of doing business, improving three places from 2025. This performance reinforces Malaysia’s attractiveness as an accessible destination for trade, investment, and cross-border collaboration.

Malaysia’s progress is also supported by improving international perceptions of values and people. It ranks 27^th for tolerance and inclusivity, rising nine places from 2025, and 24^th for friendliness, strengthening Malaysia’s appeal through public sentiment and social openness.

Malaysia’s international standing is reinforced through International Relations, where it ranks 29^th for good relations with other countries, improving six places from 2025. It also moved up one position to 40^th for being helpful to countries in need, reinforcing perceptions of Malaysia as constructive partner.

In Media & Communication, Malaysia ranks 26^th for being easy to communicate with, improving four places from 2025, reflecting steady international visibility.

Malaysia’s cultural indicators also strengthened this year. The country improved to 50^th for being ‘influential in arts and entertainment’ and rose to 64^th for ‘rich heritage’, reflecting gradual momentum in perceptions of cultural appeal and identity.

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

"Malaysia’s performance in the Global Soft Power Index 2026 highlights how Soft Power is increasingly shaped by practical experience rather than profile alone. This year's results reflect the country's improving perceptions of openness, accessibility and international engagement, positioning it to strengthen long-term relevance across ASEAN and beyond."

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.”