Top 10 African countries with the strongest soft power influence over the world in 2025

Ever wondered why Coca-Cola is everywhere, why Nike is a global fashion statement, or why so many people dream of strolling through Paris or catching a Hollywood premiere? That’s the power of influence, soft power, to be exact.

Soft power is a country’s ability to influence global perceptions, behaviours, and alliances, not through force, but through attraction and persuasion.

According to the Brand Finance’s Global Soft Power Index, it’s measured through a nation’s impact on business, international relations, culture, education, governance, media, sustainability, and values.

Countries with strong soft power don’t need military might to shape global narratives or win allies; their influence comes from their brands, entertainment, education, and innovation.

Take the U.S., for example, it dominates global soft power through tech giants like Google and Apple, Hollywood’s entertainment empire, and world-class universities like Harvard and MIT. Japan, on the other hand, has built its reputation through anime, cutting-edge technology, and a culture known for discipline and creativity.

The Global Soft Power Index ranks all 193 UN member states based on insights from over 170,000 people across 100 markets. In 2025, the United States retained its top spot, achieving a record-breaking soft power score of 79.4, up from 78.8 in 2024.

In Africa, Egypt leads the pack, ranking 38th globally with a score of 47.8. South Africa follows at 41st with 44.9 points, while Morocco rounds out the top 50 with 40.6 points. These rankings reflect Africa’s growing influence in diplomacy, trade, and cultural exports on the global stage.