Top 10 African countries with the greatest soft power influence in the world

Ever wonder how countries win hearts and minds without lifting a finger?

Today, “soft power” is a major way countries spread their influence. Instead of using force, they do it through diplomacy, media, cultural exports, education, and helping out with humanitarian efforts. This approach helps them build goodwill and boost their reputation internationally.

According to the latest Global Soft Power Index, 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, public etc.) through attraction or persuasion rather than coercion.

The soft power index, now in its fifth iteration with the 2024 edition, examines the perceptions of all 193 United Nations member states.

This year, the United States leads the rankings with an all-time highest Global Soft Power Index score of 78.8, an increase from 74.8 in 2023.

However, countries like South Africa and other regional heavyweights like India and Brazil are struggling to fully realise their Soft Power potential.

While these nations wield considerable familiarity and influence, especially in their respective regions, they struggle to establish a strong global reputation. Despite being praised for their rich culture & heritage, they face hurdles in areas like business & trade.

The observed increase in soft power scores this year has not translated into significant advancements in rankings for South Africa, India, and Brazil.

The metrics of soft power are broken down into eight main pillars: Business & trade, international relations, education & science, culture & heritage, governance, media & communication, sustainable future, and people & values.