Uzbekistan Climbs Seven Places in Global Soft Power Index

Tashkent, Uzbekistan (UzDaily.com) — Uzbekistan has improved its position in the 2026 Global Soft Power Index, climbing seven places to 92nd with a score of 34.5 out of 100, according to data released by the British consulting company Brand Finance.

The country’s score increased by 0.9 points compared with last year, at a time when most countries worldwide have experienced declining reputation indicators amid growing skepticism among the international public.

An analysis by individual categories shows uneven progress for Uzbekistan. The country achieved its strongest results in education and science, ranking 112th with 42.3 points. In sustainable development, Uzbekistan scored 27.7 points, placing 95th. The business and trade category brought the country 37.6 points, ranking it 103rd.

In culture and heritage, Uzbekistan received 39.2 points, placing 109th. International relations were rated at 37.0 points, giving the country 112th place. Media and communications brought 35.5 points, ranking 108th, while governance indicators totaled 33.3 points, placing Uzbekistan 110th.

Among neighboring countries, Kazakhstan remains the regional leader, ranking 82nd with 35.9 points and improving its position by two places thanks to economic diversification and an active foreign policy. Tajikistan ranks 129th with 31.0 points, Turkmenistan is 138th with 30.2 points, and Kyrgyzstan closes the regional list at 142nd with 29.8 points.

According to the report by Brand Finance, soft power is defined as a nation’s ability to influence the preferences and behavior of others through attraction and persuasion rather than coercion. Experts note that effective soft power contributes to stronger security, investment inflows, trade expansion, tourism development, and talent attraction.

The 2026 index also recorded a notable decline in soft power indicators among traditional Western countries. The United States, which previously led the ranking, lost 4.6 points — the largest drop in the index. Meanwhile, China continues to expand its influence, increasing its score by 0.7 points.

Despite the decline, the United States remains in first place with 74.9 points, although its soft power has weakened across most categories except