The Lion City ranks 21st globally and outperforms its regional peers in key research pillars

·Political stability and ethics shine, as Singapore ranks 12th for admired leaders, 11th for safety, and 10th for integrity

·With a business-friendly edge, Singapore excels globally in ease of doing business, future potential growth, supported by a strong and stable economy

·Singapore cements its status as a global knowledge powerhouse, ranking 12th overall

·Building a cleaner future, Singapore strengthens its position in sustainable urban living and renewable energy, ranking 13th and 17th, respectively

Singapore maintains its position as the most influential ASEAN nation in the Brand Finance Global Soft Power Index 2025, according to a new report from Brand Finance, the world's leading brand valuation consultancy.

In 2025, Singapore ranked 21st overall among 193 nations, improving from 22nd place last year, with a score of 55.6 out of 100. Outperforming its regional peers, Singapore excelled in key pillars such as Governance, Business & Trade, and Education & Science, further solidifying its reputation as a global benchmark for effective leadership, economic dynamism, and innovation.

Alex Haigh, Managing Director Asia Pacific, Brand Finance, commented:

"Singapore's strong performance in the Global Soft Power Index 2025 is a testament to its strategic efforts to shape global perceptions positively. From governance to business excellence and innovation, Singapore continues to set benchmarks in ASEAN and beyond, leveraging its influence through diplomacy, stability, and forward-thinking policies”

Singapore's rising Governance ranking highlights strong global confidence in its political stability and ethical leadership. The nation has advanced to 12th place for internationally admired government leaders (up 6 places) and 11th for being safe & secure (up 2 places). Its reputation for high ethical standards and low corruption remains firmly in 10th place.

In Business & Trade, Singapore remains a powerhouse, ranking 4th globally for ‘ease of doing business’ and 8th for ‘future growth potential'. Economic stability saw a notable improvement, climbing 5 places to 14th, while the nation's reputation for producing well-loved products and brands has strengthened, moving up 6 places to 17th.

Under the Education & Science pillar, Singapore gained 1.1 points, rising one place – a testament to its dedication to cultivating future-ready talent. Strengthening its position as a global leader in research and innovation, the nation advanced two places to 7th in technology and innovation and two places to 12th in scientific advancements. These gains reinforce its reputation as a premier hub for knowledge, cutting-edge research, and technological excellence.

Sustainability efforts also garnered positive recognition, as Singapore ranked 13th for sustainable cities and transport (up 2 places) and remained focused on green energy and technology, securing 17th place in this category.

Brand Finance publishes the Global Soft Power Index based on responses from over 170,000 global participants across more than 100 countries. This comprehensive research assesses perceptions of all 193 United Nations member states across 55 metrics, delivering a detailed view of how nations influence preferences and behaviours on the global stage through attraction and persuasion rather than coercion.

The Global Soft Power Index offers invaluable insights into the evolving dynamics of soft power as nations navigate complex global challenges, providing a comprehensive benchmark for assessing a nation's influence and appeal on the world stage.