{"id":31938,"date":"2025-02-25T02:00:00","date_gmt":"2025-02-25T02:00:00","guid":{"rendered":"https:\/\/brandfinance.com\/?post_type=press-release&#038;p=31938"},"modified":"2025-02-24T09:12:44","modified_gmt":"2025-02-24T09:12:44","slug":"people-power-of-philippines-ranked-18th-globally-for-friendly-people","status":"publish","type":"press-release","link":"https:\/\/brandfinance.com\/press-releases\/people-power-of-philippines-ranked-18th-globally-for-friendly-people","title":{"rendered":"People power of Philippines: Ranked 18th globally for \u2018friendly people\u2019"},"content":{"rendered":"\n<p><em><em><strong>The country ranks 53rd in Global Soft Power Index 2025, with strong improvements in People &amp; Values<\/strong><\/em><\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Philippines slips one position from 2024 to rank 53rd in 2025<\/strong><\/li>\n\n\n\n<li><strong>The nation showcases a robust commitment to Media &amp; Communications<\/strong><\/li>\n\n\n\n<li><strong>Philippines shines as a top global destination despite minor ranking dips<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>MANILA, 25 February 2025<\/strong> \u2013 The Philippines ranks 53rd globally among 193 nations, with a score of 39.9 out of 100 in the <strong>Global Soft Power Index 2025<\/strong>, according to a new report from Brand Finance, the world's leading brand valuation consultancy. While experiencing a slight dip, the country continues to excel in areas that highlight its people\u2019s warmth and hospitality, with notable recognition for its 18th place ranking in the\u00a0\u2018friendly people\u2019 attribute.<\/p>\n\n\n\n<p>In the People &amp; Values pillar, the Philippines rises nine spots to 39th, a testament to its dynamic, welcoming ethos. This upward trajectory is fuelled by significant strides across key attributes: a 13-place jump to 44th for being \u2018generous\u2019, a six-place climb to 20th for \u2018fun,\u2019 and an impressive 27-spot leap to 48th for \u2018tolerance and inclusivity.\u2019 These gains reflect the nation\u2019s deep-rooted hospitality, cultural vibrancy, and evolving global identity\u2014elements that continue to strengthen its soft power influence.<\/p>\n\n\n\n<p><strong>Alex Haigh, Managing Director Asia Pacific, Brand Finance<\/strong>, commented:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\"<em><em>The Philippines has made steady progress in several key areas, highlighting its vibrant culture, warm hospitality, and growing media influence. Notable gains in the People &amp; Values pillar\u2014especially in generosity, fun, and inclusivity\u2014along with impressive strides in media trust and influence, further cement the nation's status as a global destination of choice. Despite slight shifts in certain areas, the Philippines' rich cultural diversity, strong appeal as a tourist destination, and expanding international presence reflect the country's dynamic growth and rising influence on the global stage<\/em><\/em>\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>The media landscape in the Philippines is on an upward trajectory, reflecting both its growing influence and economic potential. The country has made notable strides, climbing two places to 55th for \u2018easy to communicate with,\u2019 leaping 24 spots to 55th for \u2018influential media,\u2019 and surging 21 places to 75th for \u2018trustworthy media.\u2019 These gains underscore the expanding reach and credibility of the Philippine media, reinforcing the nation\u2019s voice on the global stage and bolstering its broader economic and diplomatic standing.<\/p>\n\n\n\n<p>The Philippines has dropped to 55th place globally in the Culture &amp; Heritage pillar, a slight decline of 5 spots from the previous year. However, it has improved to 46th for being \u2018a great place to visit,\u2019 climbing 8 places, showcasing its ongoing global attraction as a travel destination. Despite minor setbacks in some areas, including a three-place fall to 47th for being \u2018influential in arts and entertainment\u2019 and a small drop to 29th for \u2018food the world loves,\u2019 down from 25th, these shifts do little to diminish the Philippines' widespread international appeal. Overall, the rankings highlight the country's rich cultural diversity, thriving tourism industry, and its strong presence on the global stage.<\/p>\n\n\n\n<p>Brand Finance publishes the Global Soft Power Index based on responses from over 170,000 global participants across more than 100 countries. This comprehensive research assesses perceptions of all 193 United Nations member states across 55 metrics, delivering a detailed view of how nations influence preferences and behaviours on the global stage through attraction and persuasion rather than coercion.&nbsp;<\/p>\n\n\n\n<p>The Global Soft Power Index offers invaluable insights into the evolving dynamics of soft power as nations navigate complex global challenges, providing a comprehensive benchmark for assessing a nation\u2019s influence and appeal on the world stage.&nbsp;<\/p>\n\n\n\n<p><strong>Global Insights: U.S. Leads Global Soft Power, China Rises to Second Spot&nbsp;<\/strong><\/p>\n\n\n\n<p>The <strong>United States <\/strong>maintains its position at the top of the ranking with an all-time highest Global Soft Power Index score of 79.5 out of 100. Once again, it leads in the Familiarity and Influence Key Performance Indicators (KPIs), three out of eight Soft Power pillars, and ranks highest in 12 out of the 35 nation brand attributes.<\/p>\n\n\n\n<p>For the first time, <strong>China has surpassed the UK to rank 2nd<\/strong> with a score of 72.8 out of 100 - its highest ever position. Since 2024, China has recorded statistically significant growth across six of the eight Soft Power pillars, and in two-thirds of measured attributes, stemming from strategic efforts including Belt and Road projects, an increased focus on sustainability, stronger domestic brands, and post-pandemic reopening to visitors.<\/p>\n\n\n\n<p>At the same time, the <strong>United Kingdom<\/strong>\u2019s drop to third place behind China reflects a period of stagnation in its nation brand perceptions. While scores remain relatively stable, a lack of progress across key pillars \u2013 especially Business &amp; Trade, down to 6th, and Governance, down to 3rd, are an argument that the UK should bolster its Soft Power strategy.<\/p>\n\n\n\n<p><strong>El Salvador <\/strong>is 2025\u2019s fastest-rising nation, climbing 35 spots to 82<em>nd<\/em> with a +3.2-point increase in its Soft Power score. El Salvador has significantly reduced gang violence and homicides, with improving views of El Salvador as \u2018safe and secure\u2019 and \u2018politically stable and well governed\u2019. El Salvador has also advanced in Business &amp; Trade - its 2021 decision to accept Bitcoin as legal tender, though controversial, has attracted significant attention.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The country ranks 53rd in Global Soft Power Index 2025, with strong improvements in People &amp; Values MANILA, 25 February 2025 \u2013 The Philippines ranks 53rd globally among 193 nations, with a score of 39.9 out of 100 in the Global Soft Power Index 2025, according to a new report from Brand Finance, the world's [&hellip;]<\/p>\n","protected":false},"featured_media":4452,"comment_status":"closed","ping_status":"closed","template":"","tags":[97,262,163],"class_list":["post-31938","press-release","type-press-release","status-publish","has-post-thumbnail","hentry","tag-global-soft-power-index","tag-philippines","tag-soft-power"],"acf":[],"_links":{"self":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/31938","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release"}],"about":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/types\/press-release"}],"replies":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/comments?post=31938"}],"version-history":[{"count":2,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/31938\/revisions"}],"predecessor-version":[{"id":31941,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/31938\/revisions\/31941"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media\/4452"}],"wp:attachment":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media?parent=31938"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/tags?post=31938"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}