Soft Capability. GINC's Emerging National Assessments

This article presents a domain-based assessment of soft power, evaluated across multiple foundational pillars such as culture, diplomacy, education, information and influence, and people-to-people connectivity. Rather than relying on composite indices, countries are assessed using Pareto tiering, which preserves the structure and balance of soft-power systems without collapsing them into a single score. Countries are placed into domain-specific tiers, and relative ordering is derived using a competition-style ranking that reflects the concentration of higher-tier capabilities rather than marginal differences.

The core analytical device is a single matrix chart showing countries as rows, soft-power domains as columns, tier placement in each cell, and rank applied only where profiles differ. This structure reveals not only who leads in soft power, but how influence is constructed—exposing asymmetry, structural ceilings, and regional variation. Applied globally and across regional groupings, the framework demonstrates that soft-power leadership is scarce, while meaningful differentiation persists well below the frontier.

Contents

• Introduction
• National Soft Power Assessments
• Regional Soft Power Profiles
• National Case Studies
• Scenarios and Sensitivity Analysis
• Data and Definitions

Introduction

Soft power is assessed across multiple irreducible domains, including:

• Cultural Reach and Creative Influence
• Diplomatic Networks and Global Engagement
• Education, Research, and Talent Attraction
• Information, Media, and Narrative Influence
• People-to-People Exchange and Global Communities

Each domain is evaluated independently. No aggregation, weighting, or averaging is applied across domains.

Rather than producing a single index, each country is assigned a tier within each soft-power domain based on Pareto dominance. This preserves the multidimensional nature of influence and avoids allowing excellence in one area—such as cultural exports or media reach—to mask weakness in others, such as diplomacy or educational pull.

Overall rank is derived, not calculated.

Countries are ordered by the concentration of higher-tier placements across domains, beginning with Tier 1, then Tier 2, then Tier 3. Countries with identical domain-tier profiles share the same rank, and competition ranking is applied (e.g. 1, 1, 3, 4). Rank never determines tier placement, and tiers are not scores—they are structural categories that describe how national soft power is built and sustained.