Bangladesh Sees Dip in Global Soft Power Rankings Amid Shifting International Perceptions

Bangladesh has improved its ranking in the Global Soft Power Index to 101 after having slipped 104th position in 2025 from 96th position in 2024, underlining a widening gap between the country’s internal progress and its external perception, according to the Brand Finance Global Soft Power Index 2026.

The report evaluates all 193 UN member states across key pillars such as governance, culture, media influence, and international relations. Bangladesh’s position declined in 2025 compared to the previous year, reflecting a broader weakening of international sentiment amid geopolitical and economic uncertainty.

“Bangladesh’s global image is increasingly being shaped by a quieter yet influential soft power force as the country navigates a shifting international landscape marked by perception, culture, and credibility. While the nation continues to demonstrate economic resilience, its position in global soft power rankings highlights the growing importance of how countries are seen, not just how they perform,” Brand Finance said in its report.

Soft power, a concept introduced by political scientist Joseph Nye, refers to a country’s ability to influence others through attraction and persuasion rather than coercion. It is built through cultural appeal, diplomatic engagement, values, and international reputation elements that increasingly define global leadership in the modern era.

Global leaders in the 2026 index, including the United States, China, and Japan, continue to dominate through strong cultural industries, global media presence, and institutional credibility. European nations such as the United Kingdom, Germany, and France also maintain leading positions, reflecting decades of investment in nation branding and cultural diplomacy.

Despite its ranking challenges, Bangladesh holds several strong soft power assets that continue to shape its global identity. The ready-made garments (RMG) sector remains one of the country’s most prominent international markers, positioning Bangladesh as a critical player in global supply chains. This industrial strength contributes not only to economic growth but also to the country’s image as a resilient and dependable manufacturing hub.

“While Bangladesh continues to achieve steady economic growth and development milestones, translating these gains into global influence remains an on-going challenge,” according to a report by the World Bank and International Monetary Fund.

Cricket serves as another powerful cultural bridge, amplifying Bangladesh’s visibility on the international stage. The country’s recent win against mighty New Zealand will further push Bangladesh’s soft power. The sport plays a vital role in shaping national identity and fostering global engagement, particularly across South Asia and beyond.

The Bangladeshi diaspora also contributes significantly to the country’s soft power influence. With remittances exceeding US$32 billion annually, according to Bangladesh Bank data and migration reports, diaspora communities act as informal ambassadors, strengthening economic ties while gradually reshaping global perceptions through their professional and social contributions.

Bangladesh’s cultural exports from its rich cuisine to its heritage crafts represent a powerful yet underutilised dimension of its soft power. The country’s food culture, defined by bold spices, slow-cooked traditions, and signature dishes such as hilsa-based preparations and aromatic rice varieties, offers a sensory gateway into its identity, increasingly gaining visibility across global cities through diaspora-led restaurants.

Complementing this is Bangladesh’s globally admired textile heritage, particularly the intricate Jamdani saree, known for its delicate craftsmanship and cultural significance, alongside Banarasi-style sarees that reflect a shared regional aesthetic. The country’s handicraft sector, especially eco-friendly jute-based products, further strengthens its global appeal at a time when sustainability is shaping consumer preferences worldwide. Together, these elements act as cultural ambassadors, quietly shaping international perceptions and reinforcing Bangladesh’s identity as a nation rooted in tradition, creativity, and evolving global relevance.

Cultural diplomacy is now emerging as a central pillar in Bangladesh’s soft power strategy. Emphasising its importance, Shama Obaed Islam, State Minister for Foreign Affairs, Bangladesh stated, “Cultural diplomacy is a key instrument of soft power to strengthen Bangladesh’s global image and expand people-to-people connections worldwide.”

The statement reflects a growing recognition within government circles that projecting Bangladesh’s cultural identity and values globally is essential to enhancing its international standing.

However, experts point out that Bangladesh’s soft power challenge lies not in the absence of assets, but in the limited global amplification of its story. While the country has made significant strides across economic and social indicators, its representation in global media and strategic communication platforms remains relatively modest.

The 2026 global index further highlights how geopolitical tensions and economic uncertainties have collectively impacted international perceptions, particularly for emerging economies. In this environment, countries are increasingly required to actively shape their narratives to maintain and grow influence.

For Bangladesh, the path forward lies in aligning its economic achievements with a stronger global narrative. Enhancing cultural exports, strengthening international media visibility, and investing in strategic nation branding will be critical to improving its soft power standing.

As global influence continues to evolve beyond traditional metrics of power, Bangladesh’s experience underscores a crucial reality progress alone does not define a nation’s position in the world. It is the ability to communicate that progress effectively that ultimately shapes global perception.