Published just weeks after the UK’s exit from the European Union, this report presents a comparison of the soft power of the UK and other leading 'soft power superpowers' – including China, France, Germany, India, Japan, Russia and the USA. 

At this crucial juncture in the UK’s history, soft power should be at the heart of policymakers’ thinking. Whether it’s securing vital new trade deals with friends old and new; renewing relations with European neighbours strained by Brexit; or securing global progress on COVID-19 or climate change, soft power is becoming ever more important to the UK’s prosperity and international influence. 

The report compares leading countries differing approaches to soft power, examining the institutional landscape and global presence of different bodies like the Alliance Française and Confucius Institute, and exploring what seems to work best in terms of reputation, resilience and sustainability.