China has climbed to the second spot in the Global Soft Power Index, marking its highest-ever ranking and overtaking Britain. The annual report, released by Brand Finance on Thursday, highlights China’s growing influence on the world stage.
The index, based on a survey of over 170,000 people from more than 100 countries, measures perceptions of all 193 United Nations member states. China’s score of 72.8 out of 100 reflects significant growth in six of the eight soft power pillars, including culture and heritage, media and communication, and education and science.
Initiatives like the Belt and Road Initiative, a focus on sustainability, and the rise of domestic brands have driven China’s ascent. David Haigh, chairman of Brand Finance, noted that China’s efforts to “enhance its economic attractiveness, showcase its culture, and boost its reputation as a safe and well-governed nation” have significantly improved its global standing.
The United States retained the top position with a score of 79.5. However, its global reputation dropped, falling four positions to 15th, and its governance ranking slipped to 10th.
The findings were unveiled at the Global Soft Power Summit 2025, shedding light on how nations are perceived globally and the factors contributing to their soft power.
