El Salvador has recorded the highest growth in the global Soft Power ranking, climbing to 82nd place in the latest index by independent consulting firm Brand Finance, published on February 20. The country saw an increase of 3.2 points, the highest among all nations, according to international media such as SwissInfo.
Soft power refers to a country’s ability to influence others through culture, political values, and social models rather than force or coercion. The ranking, now in its sixth edition, evaluates 193 countries based on 55 indicators, with input from 170,000 respondents worldwide.
El Salvador’s rise is attributed to President Nayib Bukele’s leadership, which has gained international recognition. The country’s initiatives to curb crime, creating a safer and more politically stable environment, were key factors in its improved ranking. Additionally, advancements in business, trade, and the adoption of bitcoin as legal tender contributed to its positive assessment.
While El Salvador surged in the rankings, countries like Spain, Saudi Arabia, Qatar, Russia, Ukraine, and Israel experienced declines.