Global Soft Power Index 2026

Top-ranking countries

The same countries as last year appear among the top ten. Sweden’s overall position is 13, compared with 11 last year – a placement consistent with Sweden’s long‑term performance.

The overall ranking is once again topped by the United States, followed by China, Japan, and the United Kingdom.

The US position is largely underpinned by being the world’s most widely recognised country and by being perceived to have the greatest influence over others. However, the United States reputation has deteriorated this year. The actions of the American administration, both domestically and internationally, have had an impact, and many countries consider US influence to be negative. In terms of reputation, the US now ranks 26th, compared with 15th last year and 11th in 2024.

China, by contrast, has strengthened its global reputation, rising to 18th place compared with 27th in 2025. Some analysts argue that the stance of the US administration has bolstered China’s attractiveness. China’s image has improved across most areas, including international relations, trade and investment, and education and science. Within these domains, China ranks among the top three countries globally.

Perceptions of the three major powers – the US, China and Russia – remain polarised. Western countries generally hold negative views, while perspectives vary more widely in other regions.

Sweden’s reputation strengthened in North America and MENA

Sweden ranks 7th globally in reputation, the same position as last year. Switzerland retains the most positive reputation of all countries. Japan (2nd), Canada (3rd), and Germany (4th) are also at the top.

Sweden’s strong reputation is supported by perceptions of excellence across several areas: governance, sustainability, business climate, international relations, education, science, and societal values. The survey also confirms that Sweden has significant potential to increase global recognition – beyond its immediate region, Sweden is not particularly well‑known.

Sweden’s reputation is most positive in North America and Europe. In North America, only Switzerland ranks higher. Both Canada and the United States consider Sweden to be very strong in governance, education, science, and trade and investment. Perceptions in Europe are similarly positive: Sweden ranks 4th in reputation (compared with 3rd last year) and is viewed favourably across all GSPI categories.

Among global regions, Sweden’s weakest reputation is found in the Middle East and North Africa (MENA), although Sweden still places 14th out of 193 countries. At an overall level, Sweden’s image has recovered following attention linked to the Quran burnings and the LVU disinformation campaign, although it has not fully returned to earlier levels.

Governance – a key strength

At a time when democracy is under pressure around the world, Sweden is consistently perceived as having one of the strongest systems of governance globally.

Sweden ranks 4th worldwide, and even higher in North America and Europe – 1st and 3rd respectively. The least favourable perceptions are found in MENA, but even there Sweden performs strongly at 9th place.

Across regions, Sweden is viewed as politically stable, with low levels of corruption and strong respect for human rights.

Mixed views on population and values

In most parts of the world, perceptions of Sweden’s population and societal values are very positive. Sweden ranks 4th globally. However, there are regional differences.

Tolerance and generosity are typically closely associated with Sweden. These perceptions were challenged in MENA during the LVU campaign and the Quran‑burning incidents. Today, views of Sweden have improved in some respects in the region, but perceptions of Sweden as tolerant and generous have not recovered to previous levels. Sweden ranks 54th in tolerance and 123rd in generosity, compared with 2nd and 7th in Europe.

There are exceptions within MENA. Iraq, for example, considers Sweden one of the world’s most tolerant countries, ranking Sweden 10th, compared with 61st in Saudi Arabia. GSPI indicates that critical attitudes are particularly strong in Saudi Arabia and Egypt. Similar patterns also affect perceptions of Sweden’s Nordic neighbours as well as the US, Germany, and Switzerland.

Sweden – strong in trade and sustainability

Sweden holds a very strong position in trade and investment, ranking 7th globally. Swedish products and brands are considered attractive even in geographically distant markets such as Canada, China, and Singapore.

The green transition, a central element of Swedish business and industry, is one of Sweden’s greatest strengths. Sweden ranks 3rd globally. The United States and Canada rate Sweden particularly highly in this area. The same applies to several European countries, but Sweden also has a clear sustainability profile in other regions, including Sub‑Saharan Africa and the Middle East.

In some parts of the world beyond Europe and North America, there is room to strengthen perceptions of Sweden’s business climate and of Swedes as easy to do business with. This is particularly true in the Middle East and Sub‑Saharan Africa. Low levels of awareness about Sweden may be one reason why Swedish business culture is not always perceived as collaborative.

Strong attractiveness for Sweden

A key indicator of a country’s attractiveness is the extent to which people wish to visit, study, work, or undertake tourism there. Can people imagine buying products from the country or investing in it?

GSPI indicates that Sweden has very strong overall attractiveness – not only in the Western world, but also in the Middle East, Latin America, and Asia. At regional level, Sweden ranks 17th, 6th, and 8th respectively when the general public is asked to recommend other countries.

About the survey

The Global Soft Power Index (GSPI) is produced by Brand Finance and measures the factors shaping how a country’s brand is perceived relative to others. The survey covers a broad range of elements, including perceptions of business climate, culture, governance, international relations, media environment, education system, and the population and values of each country. The study also assesses perceptions of countries’ ability to address future sustainability challenges.

This year’s survey is based on an online questionnaire conducted between 17 September and 27 October 2025 in 102 countries. It draws on the views of over 150,000 people regarding 193 countries. The sample aims to represent a digitally connected public. Data collection used two methods: online panel surveys in countries with established panels and purchased digital advertising in countries where such panels are limited.