South Korea's presence on the global stage is pronounced, securing the 12th position with a score of 60.2 out of 100 in the Brand Finance Global Soft Power Index 2025, announced on February 25. This marks an improvement from its 15th place in 2024, while its Familiarity and Overall Influence remain steadfast at 17th, reflecting its ongoing global prominence.
The Business & Trade pillar climbs four spots to 11th, showcasing its economic vitality. It ranks 8th for 'products and brands the world loves' and 6th in 'future growth potential,' underscoring its technological prowess and strategic economic outlook.
Alex Haigh, Managing Director Asia Pacific at Brand Finance, commented: "South Korea’s rise in the Global Soft Power Index 2025 highlights its dynamic influence globally, from technology and innovation to cultural exports and diplomatic efforts. Its commitment to economic prosperity and global engagement is evident. The nation's growing recognition for sustainability, social values, and cultural leadership enriches its role as a global leader."
South Korea's cultural influence continues to rise, landing 9th in the Culture & Heritage pillar, with strong performances in 'arts and entertainment' at 7th, driven by K-pop and K-dramas. While Korean cuisine holds 10th place, its 'rich heritage' jumps 13 places to 28th. The nation's reputation as a great place to visit improves dramatically, leaping from 66th to 44th.
In the International Relations pillar, South Korea ranks 22nd, reinforcing its diplomatic presence, and climbs to 25th in ‘helpful to other countries.’ It also rises 14 places to 32nd in 'good relations,' indicating strengthened alliances.
In Education & Science, South Korea maintains 6th place globally, reinforcing its research leadership. A climb to 6th in 'advanced in science' and maintaining 5th in 'advanced in technology' highlight its scientific investments. It secures 9th in 'space exploration,' demonstrating strategic aerospace advancements.
In People & Values, the nation rises to 23rd, reflecting societal growth and global appeal, noted for its generosity, fun, trustworthiness, and inclusivity. A focus on Sustainability elevates South Korea to 18th globally, with urban mobility and smart city developments highlighting its efforts in ‘sustainable cities and transport.’
Brand Finance’s Global Soft Power Index, based on responses from over 170,000 people globally, evaluates 193 UN member states across 55 metrics, providing a comprehensive view of global influence through attraction rather than coercion.
Global Insights: USA Leads, China Climbs
The U.S. holds the top spot with a Soft Power score of 79.5, leading in Familiarity, Influence, and several Soft Power pillars. For the first time, China ranks 2nd, surpassing the UK with a score of 72.8, attributed to its strategic initiatives and post-pandemic openness. Meanwhile, the UK drops to third, reflecting stagnation in Business & Trade, now 6th, and Governance, now 3rd.
El Salvador rose fastest in 2025, climbing 35 to 82nd with a notable increase in its Soft Power score, enhanced by reduced violence, increased stability, and its pioneering acceptance of Bitcoin.
