For many countries across Africa, Asia, and Latin America, China's soft power appeal is not ideological but fundamentally practical. It is assessed through the lens of development priorities and economic necessity rather than political alignment.

by Maya Majueran

As global uncertainties deepen, influence is shifting away from ideological appeal toward the credibility of concrete actions. Countries today are increasingly seeking partners that can deliver real development outcomes and sustained prosperity, not just rhetoric.

In this context, soft power -- the ability to shape others' preferences through attraction and persuasion rather than coercion -- has gained renewed importance. Exercised through culture, commerce and diplomacy rather than military force or economic coercion, soft power works by shaping perceptions. It enables countries to enhance security, attract investment, trade, talent and tourism, and ultimately strengthen long-term economic growth.

In January, Brand Finance, a London-based brand valuation consultancy, released two reports in Davos, Switzerland, highly praising the global value of Chinese brands and China's soft power.

One of the reports titled the Global Soft Power Index 2026, shows that China is the only nation in the top 10 to see its soft power score rise this year.

The steady rise of China's soft power is underpinned by a long-term, policy-driven approach that spans the Belt and Road Initiative (BRI), advances in science and technology, sustainability reforms, the development of global product brands and expanded cultural engagement.

According to the Brand Finance report, China now outperforms the United States on 19 of the 35 nation brand attributes, including the critical measure of global reputation. It has also recorded notable improvements in key perception metrics such as friendliness, fun, ease of communication, generosity and lifestyle appeal.

This shift reflects more than a change in rankings. It signals a deeper evolution in what the world now values in a leading nation. Amid heightened geopolitical and economic anxiety, China's rise in soft power is closely tied to its projection of predictability, reliability and results-driven partnership, an approach that resonates strongly, particularly across the Global South.

Drawing on responses from more than 150,000 people worldwide, the 2026 Index released by Brand Finance captures a growing global weariness with volatility. As traditional Western powers grapple with internal divisions and perceived inconsistencies in foreign policy, China has cultivated a national brand defined by execution and certainty.

China's soft power strengths are notably pragmatic. They are anchored in economic reliability, scientific leadership and predictable partnership. According to the Brand Finance report, China ranks first globally for ease of doing business and future growth potential, and third for having a strong and stable economy. It also leads the world in advanced science, technology and innovation. Together, these attributes reinforce its reputation for structured international engagement that delivers tangible benefits.

This stands in sharp contrast to the trajectory of other major powers. While the United States continues to dominate cultural and familiarity metrics, it has suffered significant declines in perceptions of friendliness, generosity and commitment to global goals. In an increasingly unstable world, China is positioning itself as the stable and dependable partner.

For many countries across Africa, Asia, and Latin America, China's soft power appeal is not ideological but fundamentally practical. It is assessed through the lens of development priorities and economic necessity rather than political alignment.

The decade-long development of the BRI has been central to this phenomenon. Through the BRI, China has delivered visible benefits to partner countries, from infrastructure development to improved regional connectivity. Its willingness to invest and share technology is also distinctive, spanning areas such as hybrid agriculture, open-source AI, affordable green technologies and digital payment systems.

This emphasis on mutual benefit and non-interference aligns closely with the priorities of many Global South countries seeking development on their own terms. The trust generated is less about endorsing a political model, but more about engaging with a consistent partner committed to shared gains.

China's soft power is also becoming increasingly multidimensional, extending beyond state-led initiatives into popular culture and technology. Over the past year, homegrown successes such as the video game Black Myth: Wukong, the AI platform DeepSeek, and global brands like Shein and Labubu have gained international traction, broadening China's cultural and technological appeal.

China's rising soft power is therefore less a statistical uptick than a signal of a broader global transition. For a growing share of the world, effective 21st-century leadership is defined by pragmatic problem-solving, economic stability, and the ability to deliver tangible results rather than by ideological persuasion or military alliances.

This year's findings send a clear message to the West: soft power cannot be assumed, and it erodes quickly when reliability and consistency are called into question. In the emerging global landscape, influence will belong not to those who lecture the loudest, but to those who consistently deliver on their promises.

The world is not so much engaged in ideological contests as it is seeking competent and predictable partners to navigate shared challenges. China's pragmatic approach is closely calibrated to meet that demand.

Editor's note: Maya Majueran serves as the director of the Belt and Road Initiative Sri Lanka, an independent and pioneering organization with strong expertise in Belt and Road Initiative advice and support.

The views expressed in this article are those of the author and do not necessarily reflect those of Xinhua News Agency.