Soft Power Index: Singapore the Strongest in ASEAN, Where Does Indonesia Rank?
Soft Power Index: Singapore the Strongest in ASEAN, Where Does Indonesia Rank?
Jakarta, CNBC Indonesia — Soft power is important for a country as it helps strengthen global influence without employing military force or economic coercion. A nation with strong soft power can influence global public opinion through culture, diplomacy, education, and media. This influence often makes other nations more open to cooperation.
In the latest Global Soft Power Index 2026 report, which serves as the visual reference by Visual Capitalist, countries around the world are ranked again based on their ability to attract global influence through diplomacy, culture, education, and international image.
What is Soft Power?
Soft Power refers to a country’s ability to influence the choices and actions of other actors through persuasive appeal, not coercion. This power is shaped by popular culture images, quality of education, diplomatic capability, as well as the reputation of governance and the values promoted.
Examples of building this power include promoting tourism, student exchange programmes, and the creative industries of music and film.
Here are the 10 countries with the highest level of soft power in 2026:
USA Tops with Slim Lead
The United States maintains the top position in the 2026 Global Soft Power Index with a score of 74.9, narrowly ahead of China which sits in second place by about 1.4 points.
This shows that the US’s ability to attract sympathy, especially through popular culture, education, and international leadership that remains dominant in the eyes of the world.
However, it cannot be denied that soft power is increasingly influenced by global geopolitical dynamics and international public perception.
In second place, China recorded a score close to the US, reflecting its expanding influence not only economically but also through cultural diplomacy, tourism, and global engagement.
Japan sits in third place, standing out through popular culture appeal, strong product innovation, and education.
ASEAN on the Global Soft Power Map 2026
ASEAN countries show varied performance in the Global Soft Power Index 2026. Singapore emerges as the strongest in the region, ranking 21st globally, followed by Malaysia and Thailand.
At mid-level, Vietnam and the Philippines also begin to strengthen their global image. Meanwhile, Brunei Darussalam, Cambodia, Laos, and Timor-Leste remain low globally.
Indonesia ranks 45th in the world with a score of 42.0. This places Indonesia in the mid-table of ASEAN, below Singapore, Malaysia, and Thailand. With a large population, rich culture, and strategic regional role, Indonesia has strong potential to raise its soft power in the future.
To realise this vision, Indonesia is urged to strengthen its global perception of its reputation and credibility by reinforcing the consistency and quality of its domestic and foreign policies.
Meaning of Soft Power in the 2026 Era
Measuring soft power now encompasses not only the strength of popular culture but also variables such as:
international trust in governance,
diplomatic capability and foreign relations,
economic resilience and quality of education,
ethical reputation and social values.
The Global Soft Power Index 2026 shows that although traditional power such as economic and military capacity remains relevant, the ability to attract, be trusted, and be respected on the world stage also becomes a major determinant of a country’s global influence.