El Salvador has made a remarkable leap in global rankings, becoming the fastest growing country brand in the world, according to Brand Finance’s latest publication. The country has surged 35 places in the global rankings, reflecting its rapid rise in global perception.

President Nayib Bukele shared the news, highlighting the significance of the country’s progress: «It’s not about where you are, it’s about where you’re going,» he said, underscoring the nation’s vision for the future.

The Brand Finance study also revealed that the United States maintains its position as the top-ranked country brand, while the United Kingdom has dropped to third place, overtaken by China. Meanwhile, Middle Eastern nations are losing some soft power, with the United Arab Emirates maintaining its position at 10th.

The study, launched today at the Global Soft Power Summit in London, is the world’s most comprehensive analysis of national perceptions. Based on a survey of over 170,000 people across more than 100 countries, it assesses the global perceptions of all 193 UN member states.

El Salvador’s impressive rise on this list underscores the growing international recognition of the country’s progress and its increasing soft power on the global stage.