Brand Finance publishes the Global Soft Power Index based on a survey of more than 150,000 respondents from over 100 countries to gather data on global perceptions of all 193 member states of the United Nations. Soft Power is defined as a nation’s ability to influence the preferences and behaviours of various actors in the international arena (states, corporations, communities, publics, etc.) Perceptions of ease of doing business in and with Sri Lanka improved, aligning with easing inflation and lower borrowing costs. These areas increasingly shape how the country is experienced internationally, offering a basis for sustaining visibility and relevance despite broader soft power constraints. Japan’s rise to 3rd, now overtaking the United Kingdom (4th), exemplifies its ability to build Soft Power through a direct experience of the nation brand.