- New analysis highlights Germany's coordinated approach to cultural relations, education and international cooperation as a model for effective international influence.
- Germany is the most effective soft power performer among 25 major economies, according to a new British Council report examining how countries use culture, education and diplomacy to build international influence.
The report, Trends in Soft Power 2020–2025, finds that in an increasingly competitive geopolitical environment, countries achieve the strongest results not through the scale of their resources alone, but through the strategic alignment of their cultural, educational and diplomatic efforts. As geopolitical competition intensifies, the report argues that trust and long-term relationships remain essential foundations for international cooperation, trade and alliances.
Germany emerged as the strongest overall performer thanks to its long-established and coordinated institutional approach. The report highlights the complementary roles of the Goethe-Institut, DAAD and GIZ as a key factor behind Germany's effectiveness in translating cultural, educational and development assets into international influence.
The findings come at a time of significant change in the global influence landscape. The report highlights a retrenchment of US public diplomacy infrastructure, alongside major changes to China's international engagement model, including a significant reduction in the number of Confucius Institutes worldwide.
Helga Stellmacher, Country Director British Council Germany, said:
"At a time when many countries are reassessing their international engagement, the report highlights that influence is shaped not only by resources but by how effectively they are coordinated. Germany's strong performance reflects the value of specialised institutions working towards shared objectives and demonstrates how long-term investment in international partnerships can help is critical to building trust and strengthening a country's international influence."
The study identifies several broader trends shaping international influence, including the growing importance of educational partnerships, the role of cultural and creative industries, and the increasing use of digital platforms to build international relationships and reach new audiences.
The findings resonate with discussions at the British Council's Munich Security Conference panel, Is the West Losing Young Minds? Global Trust and the New Soft Power Race, which explored how trust and perceptions among younger generations are reshaping international influence in a multipolar world. Drawing on insights from the British Council's Global Perceptions 2025 research, the discussion highlighted the growing importance of trust, values and long-term international relationships in shaping global influence.
The full report is available here.
Watch the Munich Security Conference panel discussion here.