New Brand Finance survey shows decline in global perceptions of Western nations: US retains top spot despite decline in reputation
UAE shows resilient Soft Power performance amid broader western declines, defending or improving ranks across all KPIs and pillars
Other Gulf States also improve global rankings through proactive diplomacy and cultural investment
US holds top spot in Global Soft Power Index despite broad declines; China remains 2nd as Japan overtakes the UK for 3rd
The United Arab Emirates retains 10th place in the new iteration of the Global Soft Power Index 2026 by Brand Finance. The UAE exemplifies a balanced strategy of persuasion through demonstrating impact and promoting engagement. With a score of 59.4 out of 100, the UAE holds steady despite a minor adjustment of -1.0 point, while major Western nations in the top 10 average declines of -2.5 points.
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 1st to 193rd.
The UAE defends or improves its ranks across all KPIs and pillars. It solidifies its Influence (8th) by connecting Europe, Asia, and Africa in both diplomatic and business terms, as illustrated by its strengths in International Relations (9th) and Business & Trade (10th). Communicating about progress towards the energy transition and promoting immigration-friendly policies have helped achieve notable +4 rank improvements for both the Sustainable Future and Governance pillars – key drivers of Reputation which also saw an improvement (+1). With that base, it comes as no surprise that the UAE now ranks as the world’s 7th most preferred destination for investment.
However, the UAE has also been inviting global audiences to engage more with its authentic core, resulting in improved Familiarity (+3 ranks). The nation brand has recorded notable increases across perceptions of friendliness (+17), fun (+7), and arts and entertainment (+5). The UAE now also ranks 2nd in the world for generosity.
David Haigh, Chairman and CEO, Brand Finance, commented, “The UAE continues to follow a balanced, forward-looking approach, illustrating how success in business, diplomacy, governance, innovation, and sustainability, coupled with authentic engagement across global audiences, can solidify soft power and protect a nation brand in an uncertain world.”
Saudi Arabia (+3 to 17th) and Qatar (+2 to 20th) also perform strongly, growing Soft Power through proactive diplomacy, economic diversification, and new efforts across culture, tourism, and sports. Gulf nations illustrate that practical impact and proactive engagement are a recipe for success, particularly in volatile regions.
Savio D’Souza, Managing Director Middle East and Africa, Brand Finance, commented, “GCC nations continue to build on years of Soft Power investment, with several countries regaining momentum in 2026. The UAE remains a clear regional leader, while Saudi Arabia and Qatar have strengthened their global positions through focused economic diplomacy and international engagement. Although perceptions across some markets remain mixed, renewed upward movement in the rankings suggests that targeted, long-term Soft Power strategies are beginning to pay off.”
Global Insights: US Soft Power declines as China rises, while Japan overtakes the UK to take 3rd 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 1st place overall, the United States records the steepest overall decline among all nation brands ranked, driven by sharp declines in Reputation (26th, -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 (1st), sport (3rd), iconic brands (2nd), innovation (3rd), and space exploration (1st).
China has consolidated its second-place position, overtaking the US for the first time in Reputation (18th, +9), supported by improvements in People & Values, Governance, and Sustainable Future. China has reinforced perceptions in Business & Trade (2nd, +2) and Education & Science (1st, +2), ranking 1st globally for ease of doing business, future growth potential, technology and innovation, and advanced science. It has also risen to 3rd globally (+5) for perceptions of strong and stable economy, with these combined factors helping to sustain China’s high levels of Influence (2nd) and Familiarity (4th).
Japan’s rise to 3rd, now overtaking the United Kingdom (4th), exemplifies its ability to build Soft Power through a direct experience of the nation brand. Japan has maintained strengths in Business & Trade (1st), Sustainable Future (1st), Education & Science (2nd), and Governance (2nd), while tourism has boosted Familiarity (6th, +1) and related attributes, including appealing lifestyle (4th, +9), visit appeal (8th, +3), friendliness (7th, +12), and fun (21st, +15).
