Visitors wearing Hanfu visit the peony garden in Luoyang, central China's Henan province, April 14, 2024. (PHOTO: VCG)

Edited by QI Liming

China's international image is being recognized as an increasingly impactful soft power, according to Brand Finance's 2024 Global Soft Power Index. The report, released in February 2024, ranked China in third place, surpassing both Japan and Germany. This marks the most substantial improvement for any nation on the index this year, with China's score increasing by 6.2 points.

The improvement of China's soft power is not only a manifestation of its enhanced overall national strength, but also brings more opportunities and benefits to the international community.

Significant boost of international image

As a global brand valuation agency headquartered in London, Brand Finance publishes the Global Soft Power Index based on a survey of more than 170,000 respondents from over 100 countries, who gather data on global perceptions of all 193 member states of the United Nations.

Brand Finance defines soft power as "a country's ability to influence the preferences and behavior on the international stage through attraction or persuasion rather than coercion." There are many definitions of soft power in the world, but in general, soft power is the concentrated embodiment of a country's attractiveness, influence and appeal.

The Place Brand Observer website said that one of the biggest surprises this year is China moving up to third place, and the marked progress across nearly all pillars reflects China's rising global reach, thanks to its growing influence in business, trade, and education.

Forbes business magazine noted that China is the index's fastest mover, showing the country's significant edge in business and trade attributes, which feed into the final assessment of soft power. China's ascendance as a soft power tallies with its growing status as an economic force and underscores the link between soft power and the harder-nosed world of business.

David Haigh, chairman and CEO of Brand Finance, said, "The Global Soft Power Index 2024 underscores the complex interplay between global events and economic shifts in shaping soft power. As nations navigate these dynamics, the importance of a strategic approach to nation branding, supported by perceptions research and financial analysis, becomes increasingly evident."

Sharing dividends of China's development

Dr. Ricardo E. Buitrago, a research professor at Mexico's EGADE Business School, said that in rising economies, economic influence is a crucial component of soft power. As the economies of these nations continue to expand, they are becoming increasingly significant trading partners and investors on the international stage.

The robust momentum of China's development has become the global driver, whose spillover effect has created more opportunities for the world. The success of online retail platforms like Temu and Shein and the international recognition of Chinese electric vehicles serve as good examples.

China's emphasis on innovation-driven development has positioned it at the forefront of crucial fields like digital technology and renewable energy. That not only boosts China's economy but also offers quality products and services that meet the needs of global consumers, fostering a shared sense of progress and prosperity.

Meanwhile, the tangible results yielded from the Belt and Road Initiative, the Global Development Initiative, the Global Security Initiative, the Global Civilization Initiative and other Chinese proposals have continuously strengthened the world's appreciation of China's positive national image and contributed to the ongoing enhancement of China's soft power.

For example, the China International Import Expo and other Chinese exhibitions "reflect the desire of China to cooperate with other countries to achieve common interests in a way that reflects joint development for China and the world," said Diaa Helmy, secretary-general of the Cairo-based Egyptian-Chinese Chamber of Commerce. "Those initiatives and expos are an indication that China opens its arms to all to achieve win-win cooperation," added Helmy.