The United States has maintained its position as the world’s leading soft power nation while China has overtaken the United Kingdom for second place, according to Brand Finance’s 2025 Global Soft Power Index. Thailand held relatively steady at 39th place, showing modest improvement in the rankings.
The US secured its highest-ever score of 79.5 out of 100, though concerns about its political stability emerged amid Trump’s return to presidency. China’s rise to second place with 72.8 points reflects its strategic investments in global influence through initiatives like the Belt and Road project and increased focus on sustainability.
Brand Finance Chairman David Haigh highlighted China’s strategic approach to soft power. “This historic shift in rankings demonstrates the effectiveness of China’s long-term investment in soft power,” he said. “It’s the first time in our index’s six-year history that China has outranked the United Kingdom.”
In Southeast Asia, Singapore leads the region at 21st place, followed by Malaysia (36th), Thailand (39th), Indonesia (45th), Vietnam (52nd), and the Philippines (53rd).
Thailand’s position improved slightly from 40th place, with its brand value increasing 5.1% to $531,090. This progress follows the country’s establishment of a National Soft Power Strategy Committee in 2023, initially under then-Prime Minister Srettha Thavisin and continued by current Prime Minister Paetongtarn Shinawatra.
Brand Finance’s comprehensive study, based on surveys of over 170,000 respondents across more than 100 countries, reveals a growing divide between nations’ soft power potential. Top-ranked countries continue to advance while lower-ranked nations fall behind, creating what experts describe as a “zero-sum game” in global influence.
Notable movements in the rankings include El Salvador’s 35-position jump to 82nd place, while nations involved in military conflicts saw declining influence, with Israel dropping to 33rd and Ukraine falling to 46th position.
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