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Global Soft Power Index 2023: How are ASEAN nations doing?

The Global Soft Power Index is the world’s most comprehensive research study on perceptions of soft power, surveying opinions of over 100,000 interviews across more than 100 nations. The survey conducted by Brand Finance which is the world’s leading brand evaluation and strategy consultancy.

The Global Soft Power Index expands on that methodology to provide an all-round view of perceptions of nation brands. The stronger the nation’s Soft Power, the greater its ability to attract investments, market its products and services, promote tourism, and invite talent. to attract investments and market its products and services.

The ranking is caused by the assessment of many factors both familiarity with that country (Familiarity), reputation and factors of attraction (Reputation), the influence the country has on other countries (Influence), including the response to the COVID-19 crisis, and included Business & Trade, Governance, International Relations, Culture & Heritage, Media & Communication, Education & Science, and People & Values.

Brand Finance has carved out the definition of soft power as a nation’s ability to influence the preferences and behaviors of various actors in the international arena (states, corporations, communities, the public, etc.) through attraction or persuasion rather than coercion.

The country that ranks first in ASEAN in terms of soft power is Singapore with a score of 51.0, followed by 2nd place Malaysia with a score of 42.6, 3rd place Thailand with a score of 42.4, 4th place Indonesia with a score of 40.9, and 5th place the Philippines with a score of 38.7.

However, this ranking from the Global Soft Power Index report does not have any significant effect. It is only a reflection that points to the image and potential of each country in various fields. This assessment is to provide information for countries to use in implementing policies, strengthening weaknesses, building on strengths, and adjusting the country's brand for development along the desired path.

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