Emily in Paris is more than a Netflix blockbuster. It’s a global billboard for French influence, from food and fragrances to fashion. Coined by Joseph Nye, “soft power” is no longer just about geopolitics; it’s a competitive lever for brands. For U.S. companies, the question isn’t whether America is still a global soft power (it is) but how to use it more effectively in a world of shifting influence.
For U.S. brands, soft power is a valuable asset to be leveraged more effectively than competitors. U.S. brands may not be able to recreate centuries of heritage, but they can compete with cultural resonance and American-made authenticity.
International Stage
A nation’s soft power can be measured across multiple dimensions, allowing brands to draw on the distinctive attributes of their country of origin. In the 2025 Brand Finance Global Soft Power Index, Italy leads in heritage and culture, followed closely by France.
This cultural richness translates directly into brand equity, particularly for luxury houses. As Marco Calzoni, CEO of Franzi, an Italian luxury leather house founded in 1864, notes, “Owning a Franzi creation is like possessing a small piece of Italy.”
Luxury brands actively cultivate this soft power because legacy is nearly impossible to replicate. Gucci’s Garden Galleria in Florence retraces the House’s history, while Cartier’s “must-see” exhibition at London’s Victoria and Albert Museum reinforces the Maison’s imagery as a timeless icon of art and design.
Reputation Risk
The U.S. continues to top global soft power rankings, and it is no coincidence that American tech giants—Apple, Google, Microsoft, Amazon, and Nvidia—also lead Kantar’s BrandZ 2025 brand value list.
However, U.S. brands can’t afford to be complacent as the U.S. reputation has “taken a hit,” falling four positions to rank 15th globally. This doesn’t mean consumers (and investors) will suddenly turn their backs on U.S. brands, but according to the Pew Research Center’s Spring 2025 Global Attitudes Survey, public opinion of the U.S. has dropped sharply in countries such as Mexico, Japan, and Germany.
This decline in perception poses a potential challenge for U.S. brands aiming to win over international consumers. Tourism is already paying the price with an estimated $12.5 billion loss in international visitor spending for 2025. U.S. brands must actively manage reputation risks because consumers want to trust brands and seek those that reflect their own values.
Asia’s Pulling Power
China has overtaken the U.K. in global soft power rankings and is reshaping perceptions of what “cool” looks like. South Korea has built a global industry around cultural exports, from K-pop to Squid Game to skincare. This model is inspiring China to invest heavily in their own cultural exports. The recent hype around the Labubu doll craze could be the start of something much bigger. The Economist reports that 40 percent of Pop Mart sales are outside of China, and the firm is worth three times as much as Mattel and Hasbro. With over 350 locations worldwide, Pop Mart is opening a store at the Mall of America this fall. Even C-pop has broken into the U.S. music charts, with the Chinese girl group A2O May quickly becoming a cool act to follow.
In automotive BYD, overtaking Tesla as the world’s largest electric vehicle manufacturer by volume signals a broader shift from scale to influence. While the U.S. still outperforms China in the Global Innovation Index (GII), advances in technology and innovation, such as BYD’s five-minute charging battery, are reshaping global perceptions. Once dismissed as low-cost imitators, Chinese brands are gaining legitimacy. So, what’s changed? Take a look at IShowSpeed, who is one of YouTube’s top live streamers, who describes Chinese drone technology to deliver a KFC meal in Shenzhen as “China is really different, bro”.
The Democratization of Soft Power
Nations like India and Colombia are proving that you don’t need to be a brand marketing superpower to shape perception. India’s Ayurveda wellness brands and Colombia’s terroir-based premiumization are winning global consumers on authenticity and differentiation. “Colombia’s history of craftsmanship has been overlooked due to political instability,” says Francis Gillis, President of Bribón Cigars. “Now, we’re telling our story on our terms.” Juan Camilo Rodriguez, Founder and CEO of Bribón Cigars, adds: “We’re showing what Colombian terroir really tastes like. Colombia is going through a wave of premiumization, which is helping us break into new markets like Germany.”
Shifting Brand Power on the Global Stage
The battleground is already visible with major sporting events being hosted in the Middle East. Soccer fans will not have missed that Saudi Arabia will host the FIFA World Cup in 2034. U.S. companies still have unmatched global reach, but major sponsorship deals signal soft power in action. At the 2024 UEFA EURO Championship, nearly half the global sponsors were Chinese. TCL has locked in a major sponsorship for the 2028 Los Angeles Olympics.
For U.S. brands, soft power is a valuable asset to be leveraged more effectively than competitors. U.S. brands may not be able to recreate centuries of heritage, but they can compete with cultural resonance and American-made authenticity. Examples are Frye’s, Stetson’s, Filson’s, and Shinola’s focus on American craftsmanship. If brands are playing the soft power card, executives should ask: What authentic origin story can only we tell, and how do we scale it globally? Tiffany & Co. is a compelling case of leveraging U.S. soft power by blending the nostalgic aura of Hollywood with the contemporary influence of Beyoncé and Jay-Z.
The balance of soft power is shifting. The question every brand leader should be asking is: What’s our soft power strategy?
