The Global Soft Power Index 2026, unveiled at the World Economic Forum (WEF) in Davos, shows that South Africa continues to hold its position as the leading soft power in Sub-Saharan Africa, although competition from other emerging global brands is intensifying.

In the 2026 rankings, South Africa slipped to 43rd place, down from 36th in 2020. The country also recorded a notable decline in perceptions related to Business and Trade, falling four places to 54th, alongside a drop in its ease of doing business ranking. 

The Global Soft Power Index, published annually by Brand Finance, further highlights that most African countries remain well outside the global top 50, underscoring persistent challenges linked to international reputation, governance perceptions, economic stability, and related structural factors.

 Thami Ngubeni spoke to Jeremy Sampson, Chairman of Brand Finance Africa.