Kenya has secured position 92 globally in the Global Soft Power Index 2025, which evaluates 193 countries member states of the United Nations.
Published by Brand Finance, the report which was compiled following insights from 173,000 business leaders, policymakers and civil society figures, revealed that Kenya calibrated up the scale from position 95 in 2024 to 92.
The country came fifth continentally behind South Africa, Nigeria, Algeria and Morocco based on its power to influence the preferences and behaviours of various actors in the international arena through attraction or persuasion.
Kenya received a Global Soft Power Score of 34.4 out of 100, while the United States maintained its top position with an all-time-high score of 79.5.
The latest score was a drop of -0.2 as in 2024 Kenya had a Global Soft Power Score of 34.6.
Kenya Compared to East Africa
Among its East African peers, Kenya emerged first followed closely by Tanzania which took position 95, recording a two-position drop from 93 in the previous year.
Rwanda secured position 109 while Uganda was position 121 in the global ranking. Burundi secured position 173 while Djibouti whose candidate defeated Raila Odinga in the African Union Commission (AUC) chairmanship contest came in at position 177.
In 2024, Djibouti was ranked among the least influential nations at position 189 out of the possible 193 countries which are members of the United Nations.
The latest improvement showed Kenya’s resolve to become an influential voice in the global arena. President William Ruto’s administration has been at the forefront in pushing various reforms including financial engineering and representation at the United Nations Security Council.
Global Soft Power
The Global Soft Power Index 2025 is one of the most cited international rankings measuring national influence based on factors such as economy, diplomacy and social stability. Brand Finance defines Soft Power as a nation’s ability to influence the preferences and behaviours of various actors in the international arena through attraction or persuasion.
The index is based on perceptions, which to those involved, reflect reality and the status of a nation.
“The Index investigates the broad themes of Soft Power by asking questions at an increasingly granular level of detail. These vary in importance depending on what countries are hoping their nation brand will achieve – from attracting foreign investment to becoming a more popular tourist destination – and should be welcomed by governments as raising useful questions about where they should be directing their branding efforts,” the report read in part.
The US maintained the top spot in the ranking, retaining the superpower tag. Other countries that made it to the top five included China, the United Kingdom, Japan and Germany.
El Salvador was ranked as the 2025’s fastest-rising nation, climbing 35 spots to the 82nd position. Meanwhile, countries engaged in military conflict continued to decline in Soft Power.
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