Ban Ki-moon launches a comprehensive global soft power research study with Brand Finance in London

BRAND FINANCE PRESS RELEASE

Ban Ki-moon, 8th UN Secretary-General, to launch world’s most comprehensive global soft power research study

  • Ban Ki-moon to give keynote speech at first Global Soft Power Summit hosted by Brand Finance over two days in London & Oxford
  • Ban Ki-moon to say: “Soft power transcends borders and builds bridges”
  • “K-Pop music, Korean food, and Oscar-winning film Parasite are increasingly popular. Korean Wave has captivated foreign publics the world over”
  • Summit serves as unveiling of Global Soft Power Index – world’s most comprehensive research study on perceptions of soft power, surveying opinions of over 55,000 people across 100 countries
  • Soft power superpower – USA tops ranking despite reputation damage
  • Runner-up Germany admired for governance and Angela Merkel’s international leadership
  • Brand Britain undented by Brexit, ranks as world’s 3rd soft power nation
  • Japan ranked first for Business and Trade, thanks to brands the world loves
  • China and Russia rank high on influence, while Nordic countries among most reputable; Greta Thunberg earning Sweden top spot for climate action
  • World’s most generous nation, Canada ranks in top 3 for more soft power disciplines than any other nation, but wins too few golds to top medal table
  • Spain is the world’s friendliest nation, but lags behind on Governance
  • UAE is Middle East’s top scorer, familiarity high following Nation Brand launch
  • Full ranking, charts, commentary, expert contributions, and in-depth spotlights on Australia, India, Ireland, Israel, New Zealand, Singapore, South Africa, Spain, UAE, UK, Central & Eastern Europe, and Latin America available in the report.

View the Global Soft Power Index report by Brand Finance here

London & Oxford, 25th February 2020: His Excellency Ban Ki-moon, the former Secretary-General of the United Nations inaugurated the Global Soft Power Summit organised by Brand Finance, the world’s leading independent brand valuation consultancy. The two-day conference was held at London’s Queen Elizabeth II Centre and the University of Oxford’s Blavatnik School of Government on 25-26 February and welcomed over 600 delegates representing more than 100 countries. The summit was attended by government officials, nation branding experts, academics, diplomats, and international media.

Speakers representing the various pillars of soft power included Sir Ciáran Devane, Chief Executive of the British Council; Lord Sebastian Coe, President of World Athletics; Dr Yu Jie of Chatham House China Programme; Dr Maleeha Lodhi, Pakistan’s former permanent representative to the United Nations; Paul Brummell, Head of Soft Power at the Foreign and Commonwealth Office; Amish Tripathi, Director of the Nehru Centre; and Omar Salha from SOAS Centre of International Security and Diplomacy.

In his keynote address, Ban Ki-moon said:

“Building on the strength of the Brand Finance Nation Brands report, and featuring the opinions of over 55,000 people in more than 100 countries, I am confident that the Global Soft Power Index will serve as a great contribution to the theory and practice of diplomacy and foreign policy moving forward.

As Secretary-General of the United Nations, I led the Organization with the understanding that soft power is an essential ingredient in international diplomacy. Additionally, soft power can help further the peace and development goals of the United Nations, particularly the UN SDGs, and reinforce global progress.

In fact, the three pillars of the UN – peace and security, development, and human rights – are all in line with the same objectives of soft power and can help bring nations and peoples together through cooperation and partnership.”

Ban also spoke about the soft power of South Korea:

“My country Korea is currently enjoying considerable soft power on the global stage. Korean soft power assets such as K-Pop music, Korean food like kimchi and bibimbap, and our Oscar-winning best picture film Parasite are incredibly well-known and increasingly popular around the world. This Hallyu, or Korean Wave, has captivated foreign publics all over the world.”

The world’s most comprehensive research study on perceptions of soft power
The Global Soft Power Summit serves as the unveiling of the Global Soft Power Index, the world’s most comprehensive research study on perceptions of soft power, surveying opinions of over 55,000 people across more than 100 countries. Respondents representing both the general public and specialist audiences were interviewed online and by telephone during Autumn 2019 about the influence that nations around the world exert upon each other.

Top 60 nations were scored across three key metrics: Familiarity, Reputation, and Influence, as well as the seven soft power pillars: Business & Trade, Governance, International Relations, Culture & Heritage, Media & Communications, Education & Science, People & Values.

Source: Brand Finance
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