The soft power 30, a global ranking of soft power has been published by Portland and USC Center on public diplomacy.
It can take many generations to build soft power. So it is no surprise that the results of the 2017 Soft Power 30 index are broadly in line with those seen in 2015 and 2016
In 2017 the US has dropped two places from last year’s top spot, while France has emerged as the overall world leader when it comes to soft power. The UK remains in second place.
Metrics for judging soft power include the number of UNESCO World Heritage sites and annual museum attendance.