Global Soft Power Summit takes place in London on the second of March for the second time. I look forward to participating in the event with speakers of the highest calibre. The launch of the Global Soft Power Index 2023 is part of the agenda!

Soft power helps to create an attractive image of a country, making it more appealing to other countries and people. This can lead to increased tourism, investment, and cultural exchange. Overall, soft power is a key tool in a country’s foreign policy toolbox and can be used to achieve a range of strategic objectives, from promoting trade and investment to advancing human rights and democracy.

Leaders of the Soft Power Index 2022:
1. United States
2. United Kingdom
3. Germany
4. China
5. Japan

During my work in the field of soft power, I identified several challenges that countries may face when trying to use soft power:

  1. Limited resources: Developing and promoting soft power can require significant resources, including investment in cultural institutions, education, and diplomacy. Some countries may not have the financial or institutional capacity to invest in these areas.
  2. Cultural differences: Soft power relies on cultural exchange and understanding. However, cultural differences can make communicating effectively and connecting with audiences in other countries challenging.
  3. Domestic politics: Domestic politics can influence a country’s ability to use soft power. For example, if a country’s government is perceived as corrupt or undemocratic, this may undermine its ability to project soft power and promote its values.
  4. Negative perceptions: Countries may face negative perceptions or stereotypes from other countries, which can be difficult to overcome. These negative perceptions can be based on historical events, political disagreements, or cultural differences.
  5. Strategic priorities: Countries may have competing priorities that make it difficult to prioritize developing and promoting soft power. For example, a country may prioritize economic development or national security over soft power initiatives.
  6. Limited impact: Soft power can be challenging to measure and may not always directly impact a country’s foreign policy objectives. This can make it difficult to justify investments in soft power initiatives.

Please contact me for more information or send your comments on the subject of SOFT POWER: