SINGAPORE — While Singapore is placed 21st out of 30 nations in a global ranking on soft power, it retains its top ranking in the Enterprise category – which measures the attractiveness of a nation’s business model, its capacity for innovation and its regulatory framework.

The Soft Power 30 index, unveiled on Thursday (24 October), is produced annually by strategic communications consultancy Portland, in partnership with the University of Southern California's Center on Public Diplomacy.

The index assesses 30 countries around the world using metrics in six categories – Culture, Digital, Education, Enterprise, Engagement and Government – along with poll data from 2,500 people across 25 countries.

France overtakes UK for top spot

In this year’s ranking, France leapfrogged the United Kingdom into top place with an index score of 80.28. Germany (78.62) is in third place behind the UK (79.47), while Sweden (77.41) and the United States (77.40) round up the top five nations.

Singapore has an index score of 61.51, a drop from its 2018 score of 62.44. It maintains its 21st position from the 2018 ranking.

In 2016, the Republic overtook Switzerland as the top nation in the Enterprise category and has maintained that position since. It is also ranked eighth in the Digital category.

However, it did not fare quite as well in other categories, being ranked 28th in Culture, 22nd in Education, 30th in Engagement and 24th in Government.

In the international poll component – which surveyed respondents on their perceptions of foreign countries in areas such as culture, technology products, liveability, friendliness and cuisine – Singapore is also placed 21st.

Business-friendliness and digital readiness

“Singapore’s soft power lies in its unique combination of business friendliness and digital readiness; crucial as companies around the world race to develop new technologies and race to reach new consumers globally,” said Jonathan McClory, creator of The Soft Power 30 and lead author of the report.

“To improve on its overall ranking, however, Singapore should double down on efforts to showcase its rich and diverse culture, and continue to take leadership on global challenges including racial tolerance, data protection and urban sustainability.”

Among Asian nations in the index, Singapore is ranked third behind eighth-placed Japan (75.71) and 19th-placed South Korea (63.00). China is the only other Asian nation in the index, and is in 27th spot (51.25).

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