Singapore Leads Southeast Asia in Soft Power, Climbs to 21st Globally

“Singapore has once again emerged as Southeast Asia’s top performer in the latest Brand Finance Global Soft Power Index 2025, securing the 21st position worldwide and solidifying its reputation as a leader in governance, business, and innovation.

The city-state has gained recognition for its political stability and ethical standards, ranking 10th globally for integrity. It has also improved in safety, moving up two places to 11th, and in leadership admiration, climbing from 16th to 12th place.

Singapore’s business-friendly environment and strong economic foundation continue to contribute to its international standing. The nation ranks 4th for ease of doing business, 8th for future growth potential, and 14th for economic stability, rising five places from last year. Additionally, it has moved up six spots to 17th in producing globally recognised products and brands.

In terms of knowledge and sustainability, Singapore holds 12th place as a global knowledge hub, 13th in sustainable urban living, and 17th in renewable energy and technology, reflecting its commitment to innovation and environmental responsibility.

Among the 193 countries assessed, Singapore scored 55.6 out of 100 points, advancing one place from last year. The report highlights the nation’s continued excellence in Governance, Business & Trade, and Education & Science, reinforcing its influence as a model of leadership and development.

“”Singapore’s impressive performance in the Global Soft Power Index 2025 reflects its ability to shape global perceptions through strong governance, stability, and forward-thinking policies,”” said Alex Haigh, Managing Director of Asia Pacific at Brand Finance. “”Its influence extends across ASEAN and beyond, driven by diplomacy, business excellence, and technological innovation.””

Global Soft Power Leaders
For the third consecutive year, the United States retained its top position, scoring 79.5 out of 100 due to its dominance in Familiarity and Influence. However, questions remain about whether it can sustain this lead in the coming years.

Meanwhile, China overtook the United Kingdom to claim second place, with a score of 72.8. The report attributes China’s rise to its stronger domestic brands, sustainability efforts, and post-pandemic global engagement.”