Egypt tops Africa in 2024 Global Soft Power Index

Egypt has been ranked as the leading African country in global soft power influence for 2024, according to a report by Business Insider Africa. The report, based on the Global Soft Power Index published by Brand Finance, places Egypt 39th worldwide with a soft power score of 44.9 points.

South Africa and Morocco follow Egypt in the continent’s rankings, securing second and third place with scores of 43.7 and 40.6 points, respectively. The index also noted that “Egypt secures the gold for its ‘rich heritage’” while the UAE ranks number one in the Middle East and 10th globally. Globally, the US leads with a record-high score of 78.8 points, an increase from 74.8 in 2023.

The Global Soft Power Index assesses the perceptions of all 193 UN member states, evaluating countries based on eight pillars: business and trade, international relations, education and science, culture and heritage, governance, media and communication, sustainable future, and people and values.

Soft power is defined as a country’s ability to influence others through attraction and persuasion rather than coercion. Countries like Egypt are leveraging diplomacy, culture, and education to enhance their global reputation and build goodwill.

Meanwhile, China which sits on third place on the global index has been expanding its influence in Africa over the past decade and is currently hosting the China-Africa forum, with African leaders keen to explore investment and loan opportunities. China, the world’s number two economy, is Africa’s largest trading partner, with bilateral trade hitting $167.8 billion in the first half of this year.