Brand Finance’s latest report indicates the country’s cultural and commercial influence has helped advance its global position in the index from 15th to 12th

South Korea’s ‘future growth potential’ surges to 6th place, strengthening its position as a global economic powerhouse

The nation ranks 9th in Culture & Heritage, reinforcing its global cultural influence

South Korea advances 14 places in ‘good relations with other countries’

Maintains 6th position globally in Education & Science, solidifying its leadership in research and innovation

SEOUL, 25 February 2025 – South Korea continues to make its presence felt on the global stage, securing the 12th position with an overall score of 60.2 out of 100 in the Brand Finance Global Soft Power Index 2025, according to a new report from Brand Finance, the world’s leading brand valuation consultancy.

This reflects a notable improvement from its 15th-place ranking in 2024 while the nation’s Familiarity and Overall Influence remain strong, holding steady at 17th position, a testament to its unwavering presence in the global spotlight.

South Korea’s Business & Trade pillar continues its upward trajectory, advancing four spots to 11th, a reflection of its formidable economic dynamism. The nation’s prowess in global commerce is evident, securing 8th place for ‘products and brands the world loves’. Meanwhile, its ‘future growth potential’ surges six places to 6th, reinforcing its status as a hub of technological ingenuity and forward-looking economic strategy.

Alex Haigh, Managing Director Asia Pacific, Brand Finance, commented:

“South Korea’s continued rise in the Global Soft Power Index 2025 is a testament to its dynamic and multifaceted influence on the global stage. From groundbreaking advances in technology and innovation to its rich cultural export and strategic diplomatic efforts, the nation demonstrates an unwavering commitment to building a future that is both economically prosperous and globally engaged. Its growing recognition for sustainability, social values, and cultural leadership further underscores its role as a forward-thinking global player”

South Korea’s cultural influence continues its meteoric ascent, securing 9th place in the Culture & Heritage pillar. Its dominance in ‘arts and entertainment’ is undeniable, ranking 7th globally, propelled by the widespread appeal of K-pop, K-dramas, and an ever-expanding repertoire of cultural exports. South Korean cuisine remains a global favourite, holding steady at 10th, while the nation’s ‘rich heritage’ sees a remarkable rise to 28th (up 13 places), reflecting growing international appreciation. Further bolstering its soft power, South Korea’s reputation as ‘a great place to visit’ has surged 17 places, climbing from 66th to 44th.

Ranked 22nd in the International Relations pillar, the nation reinforces its strategic presence on the global diplomatic stage. Its influence in diplomatic circles remains strong at 17th, reflecting a growing role in shaping international discourse. Significant strides have been made in global cooperation, with a rise to 25th in ‘helpful to other countries in need.’ Additionally, a 14-place climb to 32nd in ‘good relations with other countries’ highlights expanding diplomatic engagement and strengthened global alliances.

Demonstrating sustained progress in the Education & Science pillar, the country maintains its 6th-place global ranking, reinforcing its status as a leader in research and innovation. A one-place climb to 6th in ‘advanced in science’ and a steadfast 5th position in ‘advanced in technology and innovation’ highlight its continued investment in scientific and technological excellence. Additionally, securing 9th place in ‘investment in space exploration’ reflects its strategic focus on expanding its capabilities in aerospace and cutting-edge research.

South Korea has reinforced its position in the People & Values pillar, rising to 23rd globally, reflecting its evolving societal identity and deepening global resonance. The nation is increasingly acknowledged for its generosity (37th), fun (27th), trustworthiness (19th), and inclusivity (24th), underscoring a broader shift in its international perception.

A stronger emphasis on Sustainability propels the country to 18th in global rankings. Excellence in ‘sustainable cities and transport’ (11th) reflects cutting-edge urban mobility solutions, including advanced public transit and smart city developments.

Brand Finance publishes the Global Soft Power Index based on responses from over 170,000 global participants across more than 100 countries. This comprehensive research assesses perceptions of all 193 United Nations member states across 55 metrics, delivering a detailed view of how nations influence preferences and behaviours on the global stage through attraction and persuasion rather than coercion.

The Global Soft Power Index provides invaluable insights into the evolving dynamics of global influence, offering a benchmark for assessing a nation’s reputation, influence, and appeal.

Global Insights: U.S. Leads Global Soft Power, China Rises to Second Spot 

The United States maintains its position at the top of the ranking with an all-time highest Global Soft Power Index score of 79.5 out of 100. Once again, it leads in the Familiarity and Influence Key Performance Indicators (KPIs), three out of eight Soft Power pillars, and ranks highest in 12 out of the 35 nation brand attributes.

For the first time, China has surpassed the UK to rank 2nd with a score of 72.8 out of 100 – its highest ever position. Since 2024, China has recorded statistically significant growth across six of the eight Soft Power pillars, and in two-thirds of measured attributes, stemming from strategic efforts including Belt and Road projects, an increased focus on sustainability, stronger domestic brands, and post-pandemic reopening to visitors.

At the same time, the United Kingdom’s drop to third place behind China reflects a period of stagnation in its nation brand perceptions. While scores remain relatively stable, a lack of progress across key pillars – especially Business & Trade, down to 6th, and Governance, down to 3rd, are an argument that the UK should bolster its Soft Power strategy.

El Salvador is 2025’s fastest-rising nation, climbing 35 spots to 82nd with a +3.2-point increase in its Soft Power score. El Salvador has significantly reduced gang violence and homicides, with improving views of El Salvador as ‘safe and secure’ and ‘politically stable and well governed’. El Salvador has also advanced in Business & Trade – its 2021 decision to accept Bitcoin as legal tender, though controversial, has attracted significant attention.