soft

Africa Soft Power Summit 2025: A Vision Unfolding The recent summit was an eye-opener, comprising two pivotal conferences: the Remarkable African Women's Leadership Conference and the Creative & Innovative Industries Conference, culminating in the prestigious Africa Soft Power Gala & Awards. Each segment offered profound insights that resonate with a diverse audience, charting a hopeful yet realistic path forward for the continent. “Africa's creative and tech sectors have already proven themselves to…

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,…