The coronavirus pandemic has shifted the relative “soft power” standing of leading powers.

Brand Finance recently released the second edition of its Global Soft Power Index, an attempt to rank countries according to their international appeal and reputation. But what about Asian powers, such as China, which has had a turbulent year of rivalry and mutual recrimination with the U.S., or Thailand, a country heavily reliant on tourism that has not been able to welcome international guests for more than a year?
Conversely, the countries that have managed to gain or retain their spots, such as Japan, are characterized by good governance.

This article was written by: Daniele Carminati

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