Which EU Countries Have the Most Soft Power?

Key Takeaways

• Soft power reflects how well a country can influence others through reputation, trust, and global visibility, rather than force.
• Germany ranks as the EU’s leading soft-power country and 5th globally, supported by strengths in education, technology, business, and trade. However, its score declined in 2026, reflecting weaker perceptions of its economic outlook, innovation leadership, and political transition.
• France, Italy, and Spain remain in the global top tier, but each draws on different sources of soft power, from culture and diplomacy to tourism and global brands.
• Many Western countries, including those in the EU, are seeing a softening in global perceptions, linked to economic uncertainty, political factors, and shifting geopolitical dynamics.

EU Global Soft Power Index

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Learn something new about Germany every week and make informed decisions with confidence.

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Learn something new about Germany every week and make informed decisions with confidence.

Soft power is a country’s ability to influence others through attraction rather than force. In the Global Soft Power Index 2026, a higher score reflects a stronger reputation, familiarity, and global influence, showing how a country is perceived internationally.

In 2026, many EU countries rank relatively high in global soft power.

At the top is Germany, which ranks 5th globally with a score of 67.7. Its position is supported by strong perceptions in education, technology, business, and trade, alongside a broad international presence.

However, Germany’s soft power score declined compared to the previous year. Several factors have weighed on its global image, including:

• a slower economic outlook
• a less prominent role in emerging areas such as AI
• a period of political transition, as Friedrich Merz has yet to establish the same international authority associated with Angela Merkel

It is followed by other leading countries that are highly visible globally and influential across multiple areas, but whose strengths differ:

• France (65.8) — Strong in culture, diplomacy, and global visibility, which shape its international image
• Italy (61.6) — Most resilient in Top 10 nation brands; with soft power driven by global brands, and cultural appeal
• Spain (58.9) — Strong international appeal driven by tourism, culture, and heritage, and a globally recognized sports culture

At the same time, many Western countries, including those in the EU, are seeing a softening in global perceptions. This is linked to weaker confidence in economic performance, political leadership, and long-term direction, as well as broader geopolitical shifts.

This trend is visible even among top performers, like Germany. Meanwhile, countries like Italy have been able to limit declines by maintaining relevance in global narratives and international partnerships.

Overall, Europe remains a significant soft-power region, shaped by different strengths across countries. But as global perceptions shift, maintaining that influence increasingly depends on how countries sustain credibility and adapt to changing expectations.