3 min readNew DelhiFeb 5, 2026 05:56 AM IST
First published on: Jan 28, 2026 at 10:10 AM IST
Global Soft Power Index 2026 Top 10 Countries: Ongoing economic uncertainty and geopolitical tensions have led to declining public trust and increased scrutiny of countries’ behaviour, resulting in weaker national brand perceptions and lower scores in the Brand Finance Global Soft Power Index 2026 — ranking 193 UN member states across 55 metrics — published last Tuesday.
The United States retained the top position with a score of 74.9 out of 100, despite being the only country to witness the sharpest decline, by 4.6 points, compared to last year, the report highlights.
China ranks second, being the only country in the index to record an increase in its soft power score this year — up 0.7 points to 73.5 —narrowing the gap with the United States to less than 1.5 points and ranking higher on 19 out of the 35 nation brand attributes.
The UK ranked fourth with a score of 69.2 — its lowest position since the index’s inception — marking one of the most significant declines, after the United States.
Western countries such as France, Canada, Sweden, and Australia are exhibiting similar declining trends.
Switzerland, which moved up one position to rank seventh, stands out as a notable exception, although it has experienced a decline at a considerably slower pace.
Switzerland became the most resilient country overall, driven by a strong reputation, high levels of trust, effective governance, and economic stability — ranking 1st across these categories.
The UAE rounds out the top 10 with a score of 59.4 — a modest decline of 1.0 points, compared to an average drop of 2.5 points among major Western countries on the list.
Global Soft Power Index: Top 10 Countries in 2026
#1
United States
North America
Soft Power Score
74.9
Sharpest decline: -4.6 points
Rank unchanged
#2
China
East Asia
Soft Power Score
73.5
Only increase: +0.7 points
Gap with US: <1.5 points
#3
Japan
East Asia
Soft Power Score
70.6
Change: -0.9 points
↑ Up 1 position
#4
United Kingdom
Western Europe
Soft Power Score
69.2
Decline: -3.2 points
↓ Down 1 position (lowest ever)
#5
Germany
Central Europe
Soft Power Score
67.7
Decline: -2.4 points
Rank unchanged
#6
France
Western Europe
Soft Power Score
65.8
Decline: -2.7 points
Rank unchanged
#7
Switzerland
Central Europe
Soft Power Score
63.2
Change: -1.7 points
↑ Up 1 position (Most resilient)
#8
Canada
North America
Soft Power Score
63.2
Decline: -2.0 points
↓ Down 1 position
#9
Italy
Southern Europe
Soft Power Score
61.6
Change: -0.8 points
Rank unchanged
#10
United Arab Emirates
Middle East
Soft Power Score
59.4
Change: -1.0 points
Rank unchanged
Source: Brand Finance Global Soft Power Index 2026 • Scores out of 100 • 55 metrics across 193 UN states
Indian Express InfoGenIE
Source: Brand Finance: Global Soft Power Index 2026
Note: The report defines soft power as “a nation’s ability to shape preferences and behaviours in the international arena through attraction and persuasion rather than coercion.”
Where does India rank on the Global Soft Power Index 2026?
India ranks 32nd with a score of 48.0, slipping two positions and declining 1.8 points from last year.
India’s ranking across different indicators on the Global Soft Power Index 2026 (Image: Brand Finance)
While familiarity (13th), influence (17th), and culture and heritage (19th) remain strengths, weaker scores in reputation (73rd) and governance (100th), along with a steep decline in net positive impact (123rd), weigh down India’s overall nation brand perception, according to the report.
Global Soft Power Index 2026: Top 10 countries leading and where does India rank, in comparison to the US and China? (Image: iStock, edited on Canva) 
India’s ranking across different indicators on the Global Soft Power Index 2026 (Image: Brand Finance)
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