Qatar’s Soft Power Surge

Global Soft Power refers to a nation’s ability to influence and attract others through the appeal of its culture, values, policies, and institutions, rather than through coercive means such as military force or economic pressure. The concept of “soft power” was famously introduced by political scientist Joseph Nye, who contrasted it with “hard power” (military or economic strength). When viewed on a global scale, soft power encompasses a country’s reputational strength and its capacity to shape the preferences and behaviors of people in other nations using intangible assets: cultural exports, diplomacy, political ideals, business brands, educational systems, and more.

In simpler terms, Global Soft Power is about how well a country can attract admiration, cooperation, and influence in the international arena, thanks to its way of life, cultural output, global brands, high-level sports, innovation, and the perceived credibility or trustworthiness of its institutions.

By measuring multiple metrics, the firm Brand Finance assigned scores to different countries and produced a comparative index in their Global Soft Power Index 2025.

Companies (and investors) can use the index as a guide to determine whether a given country has a positive and welcoming environment for new business projects. The index may help them assess if the government is business-friendly and, to some extent, if the local culture supports international partnerships. These factors can influence whether it is wise and potentially profitable to invest in or expand into that country.

The United States maintains its top position in the index. Other countries in the top five include China, the United Kingdom, Japan, and Germany. Evidently, countries engaged in military conflict continue to experience a decline in soft power.

Italy, my homeland, ranks within the top ten.

Qatar, the country where I live and work today, has secured 22nd place globally and third in the Arab World. This result highlights Qatar’s rapidly growing influence on the world stage—not only as a central diplomatic player but also through its strategic positioning in key sectors such as innovation, media, and business. The rank also reflects significant progress and expansion in cultural and economic outreach.

What can we take from the index? For companies like mine, it is a clear signal that Qatar remains an attractive destination for international investment—a country offering a promising environment for growth. Having lived in Qatar for a few years as an expat, I have experienced firsthand the specific advantages the country offers, including its strategic location, advanced infrastructure, and the government’s supportive stance toward international partnerships.