Global Soft Power Index 2025

Sweden ranked 11th among 193 countries

The Global Soft Power Index (GSPI) survey maps how 193 countries are perceived internationally. In this year's survey, Sweden climbs one place and is now ranked 11th. With a strong reputation in governance, sustainability and inclusive values, Sweden has a particularly high attractiveness in Europe, North America and parts of Asia. At the same time, geopolitical events affect the image of Sweden in certain regions.

Changes compared to 2024

Compared to last year, it is stable at the top. The United States is still the country that is considered to have the most soft power, despite deterioration in, for example, governance. China is going strong and is found in second place for the first time, one position higher than last year. China is followed by the United Kingdom, Japan and Germany. South Korea has strengthened its reputation the most and is now ranked 12th.

How countries view each other is affected by, among other things, geopolitical tensions and how one perceives a country's values and actions. It can also be influenced by events that the countries are associated with. The perception of Russia has improved in some of the countries where the GSPI is implemented.

Positive trend globally

The trend for Sweden is positive over time. The country is ranked 11th this year, compared to 12th last year.

Sweden's good reputation is a strength and is based on a perception of Sweden as a tolerant, inclusive country with an attractive lifestyle and a stable society. Sweden is ranked second in all these attributes and is also considered to be a very reliable country that contributes to a sustainable future. In these attributes, Sweden is ranked second and fourth respectively.

Sweden is also among the top 10 countries in areas such as trade and investment and international relations. One of the challenges for Sweden is that awareness of the country is relatively low outside its immediate neighbourhood.

Sweden's appeal is strongest in the West

Various surveys in recent years have shown that the view of Sweden varies between countries, which is also evident in GSPI. This is partly due to varying knowledge of and relations with Sweden. It is also a consequence of the fact that the image of Sweden in some contexts has been challenged by, for example, Qur’an burnings and by the so-called LVU campaign, and sometimes by the NATO application.

In some contexts, the media also report on the development of crime in Sweden. How the image of Sweden is affected is linked to:

• The pre-existing image people carry with them.
• The extent to which they sympathise with Sweden's orientation and values.
• Their knowledge and experiences of Sweden.

A comparison of how Sweden is perceived in different parts of the world shows that Sweden's appeal is strongest in other European countries and in North America. In Asia, too, the view of Sweden is generally very positive. In the MENA countries, the perception of Sweden is not quite as positive, but in some countries that the Swedish Institute (SI) has looked at more closely, improvements are seen compared to last year.

Nordic countries have a more positive view of Swedish governance

Sweden's Nordic neighbours have the most positive view of Sweden. Among 193 countries, Sweden ranks second in Norway and Denmark and third in Finland. The Nordic countries closely follow developments in Sweden. Their media report on daily basis about news events and often on political developments.

The image of Sweden has been challenged in certain areas in recent years, while the overall picture has been and is very positive. This year's GSPI also shows a positive development compared to last year. Sweden is considered to be a safer and more secure country.

The view of Swedish governance has also become more positive, especially in Norway and Finland. There, Sweden has gone from being ranked 16th in the countries to now being ranked 4th and 8th respectively. In Denmark, Sweden is ranked 6th compared to 7th last year.

The United States and Canada have a bright outlook on Swedish business

The United States and Canada are very important trading partners for Sweden. GSPI shows that the public has a very positive overall view of Sweden and of Sweden as a country to engage in trade with. North Americans strongly believe that the Swedish business community is characterized by economic stability and that Swedish companies are considered easy to do business with. Sweden is also perceived to contribute to a very large extent to sustainable development. In Canada, Sweden is considered to be the country that contributes the most to the green transition – Sweden is ranked number one.

The public in the United States and Canada also has a very positive view of Sweden as an international player. Sweden is considered to have good relations with and assist other countries. This perception may have been reinforced by Sweden's NATO membership and support for Ukraine, which has received positive attention in the English-language media.

Recovery in the Middle East and North Africa

In connection with the Qur’an burnings and the LVU campaign, the image of Sweden in the Middle East, North Africa and to some extent Asia was challenged. The image of Sweden as a tolerant and inclusive country and the view of Swedish governance deteriorated. Sweden was also considered to have good relations with other countries to a lesser extent than before. A contributing factor may have been that Sweden's NATO membership has not been well received everywhere.

Today, the image of Sweden seems to have recovered in several respects compared to last year, especially in Türkiye, where Sweden gets its highest ranking since GSPI started. Sweden is now ranked eighth. Sweden's overall ranking has also risen in Morocco, Egypt and Iraq, where Sweden is now ranked 19th, 22nd and 17th respectively. Sweden's reputation has generally improved. This also applies to Saudi Arabia, where Sweden is considered a more tolerant and inclusive country compared to last year.

The view of Swedish governance has also generally improved, with one exception: Sweden is considered to respect human rights to a lesser extent. Sweden is also not considered to be a country that assists other countries in the same way, but otherwise the perception of Sweden's international stance has improved.

Sweden has attractiveness in Asia

The image of Sweden is positive in Japan, South Korea and China. It is most positive in Japan, but all countries consider Sweden to have clear strengths in trade and investment, international relations, governance, and in education and science.

In China, there has been a clear improvement compared to last year, especially when it comes to economic stability and the business climate. It can also be beneficial for relations, for example trade, that Sweden is perceived to have an attractive lifestyle and to be a safe, secure and reliable country that stands for tolerance and inclusion. In the latter area, however, the view of Sweden has deteriorated compared to last year in both Japan and South Korea. Another challenge, which Sweden usually shares with other European countries, is that the countries in Asia have a negative view of Sweden’s future growth potential.

In India, the perception of Sweden is not as positive as in Japan, South Korea and China. A contributing factor may be that awareness of Sweden is lower. Sweden is ranked 20th out of 193 countries. The perception of Swedish governance has improved slightly, while the view of Sweden as a safe and secure country has deteriorated compared to last year. Sweden is also not one of the highest ranked countries in areas such as trade and investment, but the view of Sweden has become more positive in recent years.

Sweden's nation brand stands strong

Overall, this year's Global Soft Power Index (GSPI) shows that Sweden's national brand is strong in a time that is sometimes characterized by geopolitical tensions and protectionism. The Swedish social model, lifestyle and Sweden's contribution internationally have a strong attractiveness in many countries.

The perception of Sweden is very positive in the markets that are most important from a trade point of view, Europe and North America. This constitutes a good starting point for continued relations. The same applies to Asia, where the more positive view of the Swedish business climate in China may be of significance.

For the perception of Sweden to develop in a positive direction in MENA countries, it is still important with fact-based communication about Sweden and relationship-building efforts. This year's survey shows some improvements when it comes to the perception of Sweden in these countries.