Dubai: The UAE has been ranked 10th globally in the Global Soft Power Index 2025. His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, ...

The Global Soft Power Index is based on the most comprehensive and wide-ranging research programme, with responses from over 110,000 people across more than 100 countries, surveying perceptions of 121 ...

Moo Deng might seem to most people like just an adorable viral baby hippo, but to the government of Thailand, where she’s from, she’s a cultural ambassador and shining example of the country’s push to ...

The global landscape is undergoing a profound transformation, a tectonic shift in the balance of influence. The sixth annual Global Soft Power Index, released by Brand Finance, confirms what many have ...

China has surpassed the UK to rank second in Brand Finance's soft power index on perceptions of nation brands. Register for free to receive our newsletter, view leading trademark professionals in WTR ...

In an age where nations compete not only with arms or capital but with ideas, lifestyles, and credibility, Ayurveda, India’s millennia-old system of medicine, has quietly become an instrument of ...

Earlier this month the United Kingdom government launched an inquiry into the country’s soft power – that is, its tools of attraction and cultural influence. Soft power is an elusive form of influence ...

Power is the ability to get others to do what you want. That can be accomplished by coercion (“sticks”), payment (“carrots”) or attraction (“honey”). The first two methods are forms of hard power; ...

New research reveals a sharp contrast in AI's workplace impact. MIT determined that AI can handle 11.7% of US job tasks, putting over a trillion dollars in wages at risk. A groundbreaking report from ...

Nye, who coined the term “soft power”, has died at the age of 88. Here in full is his upcoming article from Monocle’s June issue. Joseph S Nye, who popularised the term “soft power”, on what it means ...