The annual "Global Soft Power Index" for 2024 has been released, with Kazakhstan maintaining its position compared to the previous year.
The Global Soft Power Index, compiled by the major international consulting firm Brand Finance, encompasses various indicators that collectively evaluate a country's presence, reputation, and influence on the global stage. These include factors such as recognition of national brands, reputation, and influence both domestically and internationally.
Additionally, eight core metrics are used to assess soft power: business and trade, governance, international relations, culture and heritage, media and communication, education and science, people and values, and sustainable future.
The index is based on an online survey of 172,133 adults aged 18-75 in 101 countries, with an average of over a thousand respondents per country. Some larger countries had even more respondents, such as India, the United Kingdom, the United States, France, Japan, China, Germany, Kenya, and Nigeria.
Adjacent to Kazakhstan in the index are Paraguay, Nigeria, Pakistan, and Liechtenstein.
The description of the latest index mentions that in 2023, the impact of soft power was tested by events such as the Israeli-Palestinian and Ukrainian-Russian conflicts, tensions between the United States and China, global warming, and natural disasters. These events significantly shaped international perception and evaluated the capabilities and effectiveness of countries' soft power.
In February 2024, it was revealed that Kazakhstan had made its first appearance on the list of states playing a crucial role on the global political and economic stage.
