Africa’s performance in the Brand Finance Global Soft Power Index 2025 has once again highlighted a striking gap. Despite the continent’s cultural vibrancy and untapped potential, African countries continue to underperform relative to global peers and even fellow developing blocs like BRICS+. The 2025 results show only a handful of African nations breaking into the upper echelons of soft power rankings, underscoring the urgent need to bolster Africa’s global influence. This editorial examines the key findings of the index, dissects why Africa’s rankings remain low, and proposes how African nations can reshape their narrative and enhance their soft power through cultural diplomacy, better governance, economic initiatives, media presence, and investments in education and innovation.
Africa’s Rankings in a Global Context
The latest index paints a sobering picture for Africa’s global standing. Egypt leads the continent at 38th globally with a soft power score of 47.8, followed closely by South Africa at 41st (44.9 points), and Morocco at 50th (40.6 points). Only these three African countries made it into the top 50 worldwide, reflecting a broad trend of underperformance. Other notable African rankings include Nigeria (77th), Algeria (78th), Tunisia (79th), Ghana (90th), Kenya (92nd), Tanzania (93rd), and Côte d’Ivoire (94th). In short, just six African nations rank among the top 100 soft power nations. This stands in stark contrast to global leaders like the United States (1st, 79.5 points) and China (2nd, 72.8 points), and it lags behind BRICS peers such as India (30th, ~49.8 points) and Brazil (31st in 2024, albeit slipping amid governance issues).
These rankings reveal a widening soft power chasm. Brand Finance notes a “widening gap where gains by leading nations often come at the expense of others,” with top performers surging ahead while less familiar countries struggle to capture global attention. For Africa, this means that without concerted efforts to stand out, its nation brands risk remaining in the shadows. The continent’s soft power deficit is not just a numerical ranking—it reflects a deeper struggle for influence in the global arena.
Why Africa Lags: Historical Narratives, Media Bias, Diplomacy, and Economic Clout
Multiple factors contribute to Africa’s low soft power scores:
• Historical Narratives and Colonial Lenses: Africa’s story has long been filtered through a colonial-era lens that often undermines its image. Decades after independence, many African nations still battle stereotypes forged in times when their identities were defined by outsiders. These lingering colonial narratives can diminish global perceptions of African leadership, stability, and capability. Ingrained biases mean African countries start at a disadvantage in winning hearts and minds. A legacy of exploitation and external control has at times eroded confidence in African governance structures and institutions, feeding a perception (often unfair) of political fragility.
• Negative Media Representation: International media has frequently pigeonholed Africa into a “single story” of poverty, conflict, corruption, and disease. Such one-dimensional coverage skews global perceptions and drowns out Africa’s progress. Research by Africa No Filter highlights how persistent negative stereotypes create a rigidly bleak image of the continent. This not only depresses tourism and investment but directly impacts soft power: a recent Guardian report found that inflated risk perceptions (fuelled by negative media) cost Africa up to £3.2 billion extra in interest on sovereign debt each year. In other words, bad press doesn’t just hurt feelings – it hits the wallet and reinforces the cycle of underdevelopment. When “the image of Africa and Africans is so negative that nobody in the world wants to be African,” as one commentator starkly put it, cultivating soft power becomes an uphill battle.
• Diplomatic Visibility and Global Presence: Soft power flourishes when nations are visible and engaged on the world stage. Yet Africa’s voice in global forums often remains muted. Few African leaders enjoy global name recognition or spearhead international initiatives that capture widespread admiration. Diplomatic efforts, while improving through regional bodies and the African Union, have room to grow in shaping global agendas. The continent’s limited representation in multilateral institutions and decision-making circles curtails its influence. Africa’s story is too often told by others, whether through Western or emerging powers’ diplomatic narratives, leaving African nations fighting for space to define their own brand identities.
• Economic Influence (or the Lack Thereof): Economic might underpins soft power, providing the resources and global reach to project influence. Here, Africa’s challenge is stark: despite being home to 1.3 billion people and 20% of the earth’s land, the continent accounts for only 3% of global GDP and less than 3% of world trade. Many African economies rely heavily on primary commodities, and intra-African trade remains low (hovering around 15%). With such a small slice of the global economic pie, African nations struggle to wield the kind of business and financial diplomacy that powers soft power elsewhere. They have fewer globally recognised brands or multinational companies that can act as ambassadors of national image. As Brand Finance observed, countries like Nigeria, despite vast potential, underperform in soft power partly due to weaker reputation and limited global economic reach. Until African economies become larger players in international trade and investment flows, their soft power will be correspondingly constrained.
In summary, Africa’s soft power gap is rooted in perception and presence. Historical biases cast long shadows, negative media narratives sap its allure, patchy diplomatic influence limits its sway, and modest economic weight curtails its global pull. But these are challenges, not destiny. African nations possess unique strengths that, if harnessed, can rewrite their soft power story.
Turning the Tide: How Africa Can Boost Its Soft Power
Despite the current underperformance, Africa’s soft power prospects are far from doomed. The continent has enormous assets – a young population, rich cultures, entrepreneurial zeal, and a growing sense of pan-African identity – that can be leveraged to enhance its global standing. Here’s how African nations can strategically cultivate their soft power:
1. Champion Cultural Diplomacy and Heritage
One of Africa’s greatest strengths lies in its cultural richness and diversity. From music and art to cuisine and fashion, African culture has universal appeal – just look at the global craze for Afrobeats, which has seen listenership skyrocket by 550% since 2017and even led to a dedicated African music category at the Grammy Awards. This cultural “Afro Wave” offers a powerful avenue for soft power. African countries should invest in cultural diplomacy by promoting their unique heritage on the world stage:
• Global Cultural Festivals & Tours: Governments and cultural bodies can sponsor international tours of African musicians, art exhibitions, film festivals, and literature fairs. These exchanges showcase Africa’s creative talents and build people-to-people connections. For example, Nollywood (Nigeria’s film industry) and the acclaimed African fashion weeks could be promoted globally as part of national branding campaigns.
• Strategic Cultural Institutes: Just as France has the Alliance Française and China has Confucius Institutes, African nations could establish cultural centres abroad (e.g., Kenyan Cultural Center, Ghana House) to teach local languages, history, and arts. These become hubs for sharing African stories directly with global audiences, bypassing often-biased media filters.
• Leverage Diaspora Voices: The African and Afro-descendant diaspora is a formidable soft power asset. Prominent Black celebrities, artists, and intellectuals worldwide often draw on African heritage – they can be enlisted as cultural ambassadors. Joint initiatives during Black History Month, as the World Economic Forum suggests, can amplify African achievements and perspectives. By engaging diaspora communities in diplomacy, African countries can extend their influence far beyond their borders.
Cultural diplomacy works by tapping into the “pull” of attraction. As seen with South Korea’s “Korean Wave” of K-pop and K-drama (which boosted its soft power and international cooperation), Africa can ride its own cultural wave. The more the world sings along to African music, savours Ethiopian cuisine, or admires Maasai art, the more Africa’s soft power grows via genuine affinity and respect.
2. Improve Governance and Leadership Reputation
Soft power is fundamentally about trust and credibility. A nation known for good governance, stability, and values will naturally draw admiration. For many African countries, strengthening governance is not just a domestic imperative but a soft power strategy:
• Effective Leadership: African leaders who champion transparency, human rights, and anti-corruption at home will burnish their nation’s image abroad. Positive reforms and peaceful democratic transitions send strong signals. Consider how Ghana’s reputation for stable democracy has made it a darling of investors and boosted its standing. Countries that tackle corruption head-on and uphold rule of law will erode the “poor leadership” stereotype and prove themselves as responsible global actors.
• Public Sector Excellence: Improving service delivery – from reducing bureaucratic red tape to investing in infrastructure and education – enhances a country’s profile. For instance, Rwanda’s tech-driven governance and clean city initiatives have won international plaudits, aligning the country’s brand with efficiency and innovation. As Brand Finance notes, South Africa saw gains in being perceived as “safe and secure” (up 31 ranks) and having “trustworthy people” (up 22 ranks), reflecting efforts to address safety and integrity. These governance improvements directly translated into higher soft power scores for South Africa in 2025.
• Regional Leadership and Peacekeeping: African states can earn respect by leading conflict resolution and peacekeeping efforts on the continent. When Kenya mediates in regional crises or Nigeria commits troops to stabilise a neighbour, they demonstrate leadership that the world notices. Being a force for stability in Africa enhances a nation’s claim to moral leadership globally.
In essence, governance reforms and ethical leadership are the bedrock of a strong nation brand. They not only improve life for citizens but also close the “reputation gap” that holds back countries like Nigeria and India from realising their full soft power potential. Good governance is persuasive: it tells the world a nation is well-run, worthy of respect, and reliable in partnerships.
3. Leverage Business Diplomacy and Economic Initiatives
Economic vitality often converts to soft power. A thriving economy creates admired brands, attracts foreigners for trade and tourism, and allows a country to aid others – all enhancing influence. African nations can boost their soft power through business and economic diplomacy in several ways:
• Grow and Showcase Strong Brands: Africa needs more globally recognised companies and products. From fintech startups in Nigeria to Ethiopia’s coffee or Botswana’s diamonds, promoting African brands overseas builds positive familiarity. When people around the world use M-Pesa mobile payments or wear South African apparel, those brands silently market the nation’s ingenuity. Governments can support this by helping businesses attend international expos, protecting intellectual property, and marketing “Made in Africa” as a mark of quality.
• Trade Agreements and AfCFTA: Fully implement and leverage the African Continental Free Trade Area (AfCFTA), the world’s largest free trade zone by membership. A successful AfCFTA can turn Africa into a single powerful market of 1.4 billion people, bolstering intra-continental trade and competitiveness. This will over time produce African multinationals of scale, increase self-sufficiency, and project an image of Africa as united and economically dynamic. Additionally, striking beneficial trade and investment deals with major economies (China, EU, US, etc.) can improve Africa’s influence in those partnerships – it shifts the narrative from aid-dependency to equal opportunity.
• Outbound Investment and Aid: Traditionally, Africa has been an aid recipient, but a few countries are now investing abroad (for instance, Morocco in West Africa, or South African firms across the continent). By providing development assistance or disaster relief to other countries, African nations can earn goodwill. Even symbolic gestures – like sending medical teams abroad or investing in infrastructure in a smaller developing nation – signal rising influence. This kind of “reverse” aid diplomacy showcases African generosity and leadership.
• Business/Economic Forums: Hosting high-profile forums like intra-African business summits, pan-African tech conferences, or global investor forums in African cities boosts prestige. Events like the annual Africa Investment Forum or the Kigali Global Dialogue put an international spotlight on African hubs and cement their status as thought leaders on development issues.
It is often said that success breeds admiration. As African economies climb the value chain and integrate into the global economy, their success stories will serve as soft power assets. Imagine an Africa known for innovation – with thriving automotive industries in Ghana or world-leading green energy in Kenya. Each economic breakthrough is also a diplomatic calling card, enhancing how the nation is perceived. Business diplomacy – the art of using commerce as a bridge – will be critical in shifting Africa’s role from a peripheral player to a key influencer in global economic affairs.
4. Expand Global Media Presence and Own the Narrative
In today’s information age, controlling the narrative is half the battle in soft power. For too long, Africa’s story has been told by foreign news outlets, often emphasising negatives. It’s time for African voices to take back the microphone:
• Invest in International Broadcasting: African governments and media entrepreneurs should invest in creating globally accessible news channels and content platforms. A pan-African news network broadcasting in multiple languages (akin to an “Al Jazeera for Africa”) could provide more balanced coverage of African events to global audiences. Likewise, supporting local filmmakers and documentarians to get their work on Netflix, Amazon or international film circuits will diversify the stories being told about Africa.
• Digital Diplomacy and Social Media: African leaders and diplomats can harness social media to engage international publics directly. Rwanda’s president and Kenya’s former president, for example, have used Twitter to communicate their nation’s achievements and viewpoints. A robust digital diplomacy strategy allows countries to rapidly counter misinformation, promote success stories (like Ghana’s Year of Return tourism initiative), and participate in global conversations trending online. Being visible and responsive online humanises nations and builds soft power among the digital-native global youth.
• Training and Supporting Journalists: Strengthening African journalism – through training, scholarships, and press freedom – can improve the quality of content that reaches global wires. When African journalists tell in-depth stories (e.g., investigative pieces on African innovation or human-interest features beyond crises), those narratives can break into global media. Additionally, ensuring African representation in international media organisations or newsrooms (e.g., more African analysts on CNN/BBC panels) will naturally bring more nuance to how Africa is covered.
• Myth-Busting Campaigns: Public diplomacy campaigns can explicitly target and dispel persistent myths. For instance, a coordinated effort by African embassies could involve staging events or publishing op-eds in foreign newspapers under themes like “Africa Beyond Stereotypes” or highlighting African contributions to global science and culture. This kind of branding effort acknowledges the image problem and proactively works to fix it – much like how countries run tourism ads or nation-branding campaigns (e.g., “Incredible India” or “Malaysia Truly Asia”).
Expanding Africa’s media footprint and narrative control is akin to shining a light on a fuller picture of the continent. By telling more success stories – of entrepreneurs, artists, activists, and everyday progress – Africa can gradually recalibrate global perceptions. When the world sees Africa’s complexity and promise, not just its problems, the soft power balance will begin to shift.
5. Invest in Education and Innovation for Global Competitiveness
Finally, nothing will elevate Africa’s soft power more sustainably than becoming a global center of excellence in education and innovation. Brainpower is the currency of soft power in the 21st century. To boost this:
• Enhance Education Systems: African countries must continue to invest heavily in education – not just basic literacy, but higher education and research. It’s a startling fact that Africa contributes just 2% of world research output and 0.1% of patents. Reversing this will take funding universities, preventing brain drain, and fostering a culture of inquiry. When African universities climb global rankings and African scientists win Nobel Prizes or lead breakthroughs (as some already have in fields like epidemiology), the continent’s intellectual reputation will soar.
• Innovation Hubs and Tech Diplomacy: Building on Africa’s growing tech scene (e.g., Nigeria’s fintech, Kenya’s Silicon Savannah, Rwanda’s drone tech), governments should champion these hubs as national innovation brands. Supporting startups, protecting digital freedoms, and partnering with giants like Google or Microsoft to set up African research centres can create an image of Africa as “the next frontier” of innovation. Countries that pioneer in emerging fields (say, Ghana in artificial intelligence ethics, or South Africa in space science) could then lead global conversations, translating to thought leadership soft power.
• Scholarships and Exchange Programmes: Increasing academic and youth exchanges between Africa and the world fosters goodwill and influence. African nations could expand scholarship programs for foreign students to study in Africa (promoting local universities) and for African students to study abroad (creating future ambassadors). Alumni of such programs often become informal envoys for the host country. Think of how many global leaders studied in the US or UK – those experiences often translate into soft power affinity for those countries. Africa should aim to host more international students by marketing the unique academic and cultural experiences it offers.
• Leadership in Global Challenges: Investing in research geared towards global public goods – like vaccines, climate change solutions, or peacebuilding – can position African nations as problem-solvers for humanity. For instance, Senegal’s Pasteur Institute developing vaccines for tropical diseases, or Ethiopia’s strides in renewable energy, boost not only Africa’s capacity but also its image as a contributor to global well-being. Leading on innovation that tackles shared challenges gives Africa a respected voice in global policy dialogues (and counters the narrative of Africa as a perennial “taker” of aid or technology).
In summary, knowledge is power – soft power included. An Africa that is educated, innovative, and sharing its expertise will command respect. As Africa’s youth bulge enters the workforce, equipping them with world-class skills is the surest way to flip the script. If the next big tech unicorn or scientific discovery comes from African soil, soft power will follow suit.
Conclusion: Building Stronger Nation Brands Through Public Diplomacy
Africa’s lowly soft power rankings in 2025 are not a verdict on the continent’s potential; they are a call to action. The ingredients for a soft power surge are all there: rich cultures, a rising generation of entrepreneurs and artists, reform-minded leaders, and a growing continental unity. To convert these into tangible influence, African countries must double down on smart public diplomacy programs and nation branding strategies:
• Craft a Cohesive Brand Message: Each African nation should identify its unique selling points – whether it’s Rwanda’s safety and innovation, Kenya’s safari adventures and tech scene, or Nigeria’s cultural megaphone – and build a branding narrative around it. Consistency is key: all arms of government (diplomats, tourism boards, investment agencies) need to project that message globally in unison.
• Train Diplomats in Soft Power Skills: Foreign service officers should be as comfortable talking about their country’s music and startups as they are about treaties. Incorporating cultural promotion, social media engagement, and economic marketing into diplomatic training will create well-rounded envoys who can engage foreign publics, not just governments. Public diplomacy – outreach to foreign citizens – must be prioritised alongside traditional diplomacy.
• Regional Collaboration: African nations can also work together to boost the continent’s image as a whole. Joint cultural troupes, Pan-African pavilions at world expos, or an AU-backed global PR campaign (“Experience Africa”) can pool resources to make a bigger splash. Unity amplifies impact; when Africa presents a cohesive front (for example, collectively lobbying for UN reforms or climate finance), it is taken more seriously, thereby increasing collective soft power.
• Engage Foreign Publics Proactively: Don’t wait for crises to shape the narrative. African governments and embassies should hold regular cultural days, business seminars, and media briefings in their host countries. By showcasing food, film, and success stories in foreign capitals, they can pique curiosity and goodwill year-round. Small gestures, like Ghana’s embassies hosting “Year of Return” events that invited the diaspora to reconnect, can leave lasting positive impressions on attendees and local communities.
Ultimately, climbing the soft power ranks is not about vanity metrics; it’s about securing Africa’s rightful place in global affairs. When African nations command greater admiration, they gain diplomatic clout, attract investments and tourists, and can better advocate for their interests on the world stage. The soft power journey is a long game – shaped by sustained reforms, image-building, and generational investments in people. It won’t happen overnight, but the trajectory can indeed bend upwards.
Africa’s story is still being written. By shedding old narratives and confidently telling the world who they really are – resilient, dynamic, innovative, and culturally rich societies – African nations can translate potential into persuasion. The next edition of the Global Soft Power Index need not repeat today’s story of underperformance. With vision and effort, Africa can rise in influence, one global heart and mind at a time, and fulfil its promise as a powerhouse not just of resources or population, but of inspiration and ideas.
Tujenge Afrika Pamoja! Let’s Build Africa Together!
Enjoy your weekend.
Saul Molobi (FCIM)
PUBLISHER: JAMBO AFRICA ONLINE
and
Group Chief Executive Officer and Chairman
Brandhill Africa™
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