Washington: Soft power—the ability of a nation to influence others through culture, values, and diplomacy rather than military might—remains a key measure of global influence. In the 2026 Global Soft Power Index, the United States continues to hold the top spot, although the gap with China has narrowed significantly.
Compiled by Brand Finance, the index scores 193 UN member states across 55 indicators, ranging from cultural influence to governance, digital engagement, and international reputation.
Top 10 Countries in Soft Power 2026:
- United States – 74.9 (score down 4.6 points from last year)
- China – 73.5 (up 0.7 points; improved rankings in 19 of 35 national brand attributes)
- Japan – 70.6
- United Kingdom – 69.2 (its lowest rank since the index began)
- Germany – 67.7
- France – 65.8
- Switzerland – 63.2 (climbed one spot due to high trust, strong governance, and economic stability)
- Canada – 63.2
- Italy – 61.6
- United Arab Emirates – 59.4
The report notes a general decline in soft power among many Western nations, with the UK experiencing its lowest-ever score in the index.
India and Pakistan’s Rankings:
India scored 48.0, placing it 32nd, two spots lower than last year, with a 1.8-point drop. India performed well in recognition (13th), influence (17th), and culture & heritage (19th), but its governance (100th) and net positive influence (123rd) rankings pulled it down from the top 30.
Pakistan lagged further behind at 84th, reflecting ongoing challenges in governance, global image, and cultural influence. The lowest-ranked countries were Nauru and Kiribati, at 192nd and 193rd, respectively.
Analysis:
The index underscores the shifting balance of global influence, with China steadily closing in on the U.S. crown, while India continues to punch below its potential despite strong cultural exports. Pakistan’s position highlights the need for reforms to enhance international credibility and influence.
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