China's global image has received a significant boost according to Brand Finance's 2024 Global Soft Power Index. The report, released in February 2024, ranked China third place, surpassing both Japan and Germany. This marks the most substantial improvement for any nation on the index this year, with China's score increasing by 6.2 points.
The rise in China's ranking is attributed to a significant improvement in two key areas: business and trade, and education and science. China's growing economic strength, its increasing integration into global markets, and its advancements in technological innovation have all contributed to a more positive perception of the nation as a business partner and a leader in scientific research.
Brand Finance's Global Soft Power Index is the culmination of a survey of over 170,000 people from more than 100 countries. The survey measures global perceptions of a country's influence and attractiveness across a range of categories, including governance, culture and heritage, and international relations.
The United States retained its top position in the 2024 ranking, for the third year in a row. The UK climbed one spot to secure the number two position. While the US lead appears stable, China's rapid ascent suggests a potential shift in the global balance of soft power in the coming years.
Experts point to several factors behind China's improved image. The continued growth of the Chinese economy and its increasing role in international trade have undoubtedly played a part. China's Belt and Road Initiative, a massive infrastructure development program that aims to connect China to other countries in Asia, Africa, and Europe, has also contributed to a more outward-looking image. Furthermore, China has made significant strides in scientific research and development, producing more scientific papers than any other country in recent years. This growing scientific prowess is helping to burnish China's reputation as a global leader in innovation.
The changing perception of Chinese goods is another factor influencing the nation's soft power ranking. The "Made in China" label, once synonymous with low-quality products, is now increasingly associated with innovation and high quality. Chinese tech companies like Huawei and Xiaomi are now major players in the global market, further enhancing China's image as a technological powerhouse.
While China's rise in the soft power rankings is undeniable, the country still faces challenges. Issues surrounding human rights and political freedoms continue to tarnish China's image on the world stage. How China addresses these issues will likely play a significant role in shaping the trajectory of its soft power in the years to come.