Ukraine in the global soft power ranking

 Global Soft Power Index is an international study of the perception of national brands by Brand Finance covering 100,000 respondents.

About the Global Soft Power Index

The index shows the nation’s ability to influence the preferences and behaviours of various actors in the international arena through attraction or persuasion rather than coercion. The study measures, in particular, influence, familiarity and reputation of countries

Ukraine in Global Soft Power Index 2023

How has Ukraine managed to achieve 37th spot out of 121 and what does it mean – Ukrainians, Ukrainian experts and media showcased great interest in Ukraine’s positive soft power indicators.

Global Soft Power Index 2023

 In 2023, Ukraine sits among the top 20 most influential countries in the world. This results from the successful execution of its internal end external diplomatic communications approach. Last year, Ukraine ranked 45th in the ranking of influence. According to the familiarity indicator, Ukraine moved up from 47th to 14th place. Ukraine’s reputation has shown a moderate improvement; the metric’s growth is partially disturbed by perceptions of respondents from Asia who believe that Ukraine’s reputation in 2023 marginally declined.

The results were discussed at Global Soft Power Summit, focusing on Ukraine this year, on 2 March, London. The speakers were Former Prime Minister of the United Kingdom Boris Johnson, Minister of Foreign Affairs of Ukraine Dmytro Kuleba, First Lady of Ukraine Olena Zelenska, Creative Director of the Ukrainian Institute Tetyana Filevska, and others.


Ukraine in the global soft power ranking
Ukraine in the global soft power ranking
Ukraine in the global soft power ranking
Ukraine in the global soft power ranking
Ukraine in the global soft power ranking

Global Soft Power Index 2022

In 2022, Ukraine ranked 51st. 

Global Soft Power Index 2021

The Ukrainian Institute together with Brand Finance held the discussion “Global Soft Power Index 2021: Case of Ukraine”. 

In 2021, Ukraine ranked 61st. 

Global Soft Power Index 2020

Within the International Cultural Diplomacy Forum there was a public talk on the Global Soft Power Index.

Steve Thomson, Insight Director of «Brand Finance». Leads the survey component of the Global Soft Power Index programme. Discussant: Oleksii Chuiev, Co-Founder of Business100, Partner at RepTrak Company in Ukraine.

  • Presentation of the Global Soft Power Index;
  • Methodology for determining the Index;
  • What countries are leaders in Soft Power, what factors make the country a leader;
  • The role of culture in the Soft Power Index of Ukraine and development prospects for Ukraine.