Market Data 
The Asian Century – a hypothetical period in which the vast continent would (re)aquire primacy following a U.S.- or Western-led period – resurfaces from time to time in the literature. In modern times, this idea can be understood as the prominence of economic or sociocultural factors, instead of sole military supremacy. The recently released Global Soft Power Index, now in its sixth iteration, may reveal to what extent the Asian continent is poised to become the main attractive core of global international relations.
The index – released in late February during an annual convention in London – gathers data about all 193 nation brands across 55 soft power metrics within 8 pillars: Business & Trade, International Relations, Education & Science, Culture & Heritage, Governance, Media & Communication, Sustainable Future, People & Values. In addition to objective metrics, more than 170,000 respondents across 100 markets provided their opinions. The ultimate goal is to assess each country’s familiarity, reputation, and influence.
The highlight of this year was China reaching 2nd position for the first time since the Index was introduced in 2020, narrowing the gap with the U.S., 1st. The U.K. was displaced by China, now 3rd, followed by Japan, Germany, France, Canada, Switzerland, Italy, and the United Arab Emirates to conclude the top ten. At first glance, Western powers could be said to still dominate the upper echelons, but delving into the data reveals more complex and nuanced trends.
Although the U.S. remains at the top of the Index, its stagnation in overall scores due to declines in Governance and People and Values indicates that improving perceptions in these areas may be more challenging than enhancing Familiarity, Influence, International Relations, Media & Communications, or Business & Trade. Moreover, it should also be noted that these results were collected prior to Trump’s second mandate and the ensuing barrage of executive orders.
China’s efforts, instead, led to improved scores in six out of eight pillars. Two-thirds of attributes saw the largest increases in previously lower-ranked areas such as ‘generous,’ ‘good relations with other countries,’ and ‘easy to communicate with.’ The Index suggests that “understanding one’s own perception is a key step toward changing it.”
What can explain such achievements? In brief, they are due to a combination of strategic initiatives aimed at enhancing its global image such as the implementation of the Belt and Road infrastructure projects, a renewed emphasis on sustainable development, the strengthening of product brands, and the reopening of the country to visitors following the pandemic, further spurred by several visa-free policies.
South Korea, another top performer from the continent, has moved up three places to 12th in the rankings. This was thanks to increased Familiarity and significant gains in six of the eight pillars. Attributes like ‘advanced technology and innovation’ and ‘advanced in science’ showcase South Korea’s achievements. Additionally, the global success of K-pop, films and TV shows has boosted its scores in arts and media, further enhancing its international profile. Despite domestic political troubles, South Korea preserved its status as the quintessential representation of soft power. A spot in the top ten may come sooner than later.
Russia, a country straddling the Eurasian landmass, held the 16th spot after two years of losses. The country’s familiarity and influence remain in the top ten, but its reputation fell 80 spots after the invasion of Ukraine and has only recovered 30 spots since, with notable perception differences between supporters and opposers.
Broadening the outlook, although the top performers are mainly found in Europe and North America, Asia’s relative gains are slow but steady. China is closely following the United States, and current challenges to the liberal international order may boost Beijing’s influence in the coming years. Japan (4th) remains in the top five and its absolute gains are constant, while a soft power renaissance period may be taking shape, spurred by new-found confidence. India (30th) should also not be overlooked, as its economic, cultural and diplomatic potential have ample room for growth.
Other emerging actors across the region are seeking soft power through a variety of strategies blending soft and economic initiatives to attract tourism, investments, and talent. Singapore may come to mind (21st), but Thailand (39th) is one of the most proactive actors pursuing attractive power through government-led initiatives. Malaysia (36th), Indonesia (45th), Vietnam (52nd), and the Philippines (53rd) are all devising plans to attract short and long-term visitors, such as businesspeople and digital nomads, through streamlined visas and other incentives.
These are just a few examples of what the Asian continent – and more broadly the developing world – has to offer. As Western powers face political polarization and conflicts, more countries are embracing the global competition for attraction.
Soft power is notoriously hard to gain and relatively easy to lose, hence slow but steady advancements are significant. Although ongoing global issues cannot be resolved by soft power alone, this form of power is expected to gain even more traction as liberal ideas lose appeal, and alternatives arise, allowing more actors to embrace the reputational contest.
Although predictions in fast-changing times may be harder than ever, in the coming years two scenarios may unravel. We could see the rise of the rest – diverse but spearheaded by China – becoming even more marked, or the growing appeal of a Trump-led nationalist-populist wave. Both signal a departure from the post-Cold War liberal order, but the former is likely to be more constructive, as it centers on a fair marketplace in which attractive national features are showcased to foreign audiences. Conversely, the latter is expected to lead to more disruption, as competitors will emulate strategies that are aimed at putting their country first at the expense of others.
Thus, is the 21st century Asia’s soft power century? Not necessarily, but it does not look like it will be a continuation of America’s primacy either, especially in the increasingly competitive softer realm.
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The views and opinions expressed in this article are those of the author.
Daniele Carminati is a Lecturer in International Relations and Global Affairs at Mahidol University International College.
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