Written evidence submitted by Foreign, Commonwealth and Development Office (SFT0051)

SOFT POWER:  THE UK’S UNIQUE SELLING POINT

FCDO Memorandum

Overview

1. The Government welcomes the Committee’s interest in soft power and the rolling Inquiry into this issue. This will lend weight to the Government’s efforts to boost how we harness soft power to support foreign policy objectives and Government missions. The evidence the Committee gathers from external stakeholders will provide timely input as the Government develops the work of the Soft Power Council, which was launched on 15 January 2025, and the forthcoming Government strategy on soft power. The FCDO and DCMS are working jointly on this agenda, together with other Departments and Devolved Governments, and appreciate the Committee’s focus on how to ensure soft power is appropriately configured, resourced and assessed.

Why is soft power important? How might this concept be measured? What tangible benefits does soft power provide to the UK’s international relationships? To trade? To support for the rules-based international order?

Why soft power is important and its benefits

2. In an era of geopolitical turbulence and rapid technological advancements, the ability to project influence and build trusted partnerships through soft power is arguably more important than ever. Soft power buys the ability to obtain a preferred outcome through attraction and persuasion rather than coercion, money, or sacrificing something valuable.  

3. Research shows that cultural engagement in UK-led arts, education and language programmes increases trust and familiarity, making individuals more likely to engage with the UK again. Evidence also suggests that those who trust the UK are twice as likely to trade or do business with us, and that positive perceptions of a country can boost trade significantly. A state’s soft power has a measurable impact on prosperity and influence. Research conducted by Andrew Rose of the Haas School at University of California, Berkeley, highlights the statistically significant, measurable impact of soft power on a country’s exports: “countries that are admired for their positive global influence export more, holding other things constant”.[1] A University of Edinburgh study found that a 1% increase in the number of countries covered by a state’s cultural relations institutions results in a 0.66% increase in Foreign Direct Investment and a 0.73% increase in international students.[2] The research also found that leading ‘soft power superpowers’ like the UK and USA have significantly more influence in international fora like the United Nations. In terms of trade and growth, the UK’s creative industries contribute significantly to both international influence and domestic prosperity (see below).

How might it be measured?

4. There are three dimensions to the measurement of soft power, identified by Joseph Nye.[3] The first comes from how a country is perceived overall and how the individual elements that impact that are perceived. These are tracked through various soft power indices such as the Global Soft Power Index[4] and the Portland 30 Soft Power Report.[5] The second dimension is the effect of individual soft power interventions on perceptions and ultimately behavioural change, impacting a specific foreign policy outcome such as growth or security. A third possible dimension is to use AI tools to assess the impact of changes in UK policy on soft power standing in real time. AI-driven natural language processing can assess public and elite sentiment towards UK policies through processing millions of articles social media posts, speeches etc to detect positive, negative or neutral trends. AI can categorise discussions into themes and identify key influencers who can shape public opinion. The Swedish Government already do this well, funding team of seven people at the Swedish Institute who use a commercial AI tool to collect data in 53 languages relating to mentions of Sweden in the media and social media. The Government’s soft power team is putting together a task team across FCDO and DCMS, with the support of Wilton Park and the Behavioural Insights Team, to create a clear set of baselines and metrics to assess the progress of our soft power standing and also how soft power tools can have an impact on hard policy outcomes.

What should the objective of soft power be, for example, to achieve economic growth for the UK overseas, bolster its influence or other?

5. The Foreign Secretary has described current UK foreign policy doctrine as ‘progressive realism’ - acting as a force for good whilst taking the world as it is. At a time of geopolitical competition, soft power is the best way we can attract people to support the UK’s goals, whether it be in terms of growth, influence or other government priorities. If the Government’s intent to be a force for good is reinforced through the UK being seen as a country which respects international law and institutions, our brand and impact will be further strengthened. However, delivery requires building coalitions, drawing on extensive networks of trust. Soft power is crucial in supporting these, and the earlier in life these are built, the stronger they will be.

6. The UK has a distinguished history in building lasting relationships through education, as illustrated in a 2015 British Council study which revealed that, of all the Nobel laureates who had studied abroad, 38 per cent had studied in the UK.[6] Notable figures include Marie Curie, Albert Einstein, T.S. Eliot, Kofi Annan, Desmond Tutu and Aung San Suu Kyi. Bringing us up to date, 58 current world leaders were educated in the UK (representing one in four countries – second only to the US with 70 current leaders). Chevening alumni include 20 former or current heads of state/government, with President Jakov Milatovic of Montenegro the latest. Marshall alumni include Reid Hoffman, Co-founder of LinkedIn and William Burns, former Director of the CIA. Marshall alumnus, John Jumper, won the 2024 Nobel Prize with colleagues at DeepMind for innovations in AI. Commonwealth alumni include former Governor of the Bank of England, Mark Carney, the current Prime Minister of Tonga and the first female speaker of the Bangladesh parliament. Having been educated in the UK will make these future leaders more inclined towards UK, and able to draw on UK-based networks.

7. The new Government strategy on soft power will elaborate how educational links and other soft power assets will be harnessed more purposefully to support each of the UK’s foreign policy priorities. Growth is a particular priority for this Government and much of the focus of our soft power work in the coming years will be in support of this objective.

What are the UK’s soft power strengths, with reference to diplomacy, post-conflict reconstruction, culture, the media, the economy and education? How is the UK perceived overseas? In what ways does this perception differ regionally or by country?

8. Joseph Nye originally set out three key pillars of a country’s soft power: culture (both high and popular), political values (the collective norms, laws, rights and structures of a state); and foreign policy (the extent to which a state is seen as global force for good or malicious self-interest).[7]

UK Strengths

9. On the first Nye pillar, the creative industries contribute significantly to domestic prosperity and international influence (£124.6 billion in UK Gross Value Added, employing 2.4 million people). The Premier League is the most-watched sports league globally, broadcast in 212 territories with a potential TV audience of 4.7 billion people. The BBC reaches 320 million people a week; our museums are some of the most visited in the world, and the UK is the second largest exporter of TV programming and the fourth biggest exporter of films globally.

10. On the second Nye pillar, the UK is highly respected for its strong institutions relating to rule of law, parliament, independent media, and standards-setting bodies. The UK’s system of Common Law has been adopted in jurisdictions lived in by around one-third of the world’s population and its development continues to be influenced by the judgments of UK courts. English law is a preferred governing law for international commerce, governing trillions of pounds annually in international trade, deals, and contracts across a wide range of different industries and areas. This, in turn, increases demand for UK legal services and fuels economic growth. The excellent reputation of the UK judiciary enables our judges to engage internationally with judicial counterparts, support the rule of law and increase UK global standing. The UK is second-only to the US as an exporter of legal services, contributing £37 billion to the UK economy and generating revenues of £47.1billion in 2023, and employing around 368,000 people across the country. London remains the prime centre for global arbitration.

11. On the third Nye Pillar, we have mentioned above the Government’s Progressive Realist foreign policy doctrine, which signals the intent to act as a force for good.  The UK also has had a very strong soft power asset in our development work. The Foreign Secretary-commissioned Development Review sets out how the UK can carve out a new thought leadership niche through showcasing how the blending of diplomatic and development tools can have even greater positive impact than ODA alone. In some development sectors, the UK is a clear global leader – such as education, with Gordon Brown as the UN Special Envoy on Global Education. The UK is also a renowned thought leader on climate finance and reform of the International Financial Institutions (IFI), and in global health in areas such as Anti-Microbial Resistance, global health policy on COVID and pandemic preparedness.

12. The UK has a variety of other strengths which fall outside the three Nye pillars. The Portland Soft Power 30 report highlights how education sits alongside culture as one of the UK’s greatest soft power strengths.[8] The UK hosts the largest annual gathering of Education Ministers in the world through the Education World Forum. The Government is in the process of refreshing the UK’s International Education Strategy, with the FCDO taking a joint ownership role in this process, ensuring the refresh is fully aligned with plans on soft power and considering the soft power impact of education exports and role of international students. The UK is home to 90 of the world’s top universities, and their research output helps drive global innovation. The UK’s higher education sector ranks second only to the US for the number of international students. According to Universities UK, 71% of surveyed graduates feel a lasting connection with the UK, and 57% are more likely to engage in business here.

13. Almost one in four countries has a Head of State or Head of Government who has studied in the UK. Our prestigious scholarship schemes generate opportunities to influence bilaterally on wider policy issues and forge enduring relationships with the next generation of global leaders. In addition, the English language serves as the language of international commerce, academia, technology and culture as well as enhancing the UK educational offer. 

14. The UK is also strong on science and technology, including life sciences, ranking third globally on the number of AI companies that are based here. This has been identified by various reports as an area of unexploited potential, as highlighted in the Prime Minister’s speech in January 2025.[9] The NHS is an excellent example of a strong UK brand and the government’s work in global health can enable a softer entry point to build bilateral relationships.

15. The UK has world-leading institutions across the climate and environment space, such as the Zoological Society of London, Kew and the UK Met Office, who guide international approaches and decision making. We are partnering with the Met Office and climate vulnerable countries to accelerate the transition to climate resilient economies. The Climate Investment Fund Capital Market Mechanism issued its first bond on the London Stock Exchange in January, showcasing London as the green finance capital of the world and the UK as a place to invest.

How is the UK perceived overseas?

16. The UK has a significant stock of high-quality soft power assets and has ranked in the top three of key soft power indices for several years. According to Brand Finance’s 2025 Global Soft Power Report,[10] the UK is the third most influential country in the world in terms of its soft power. Disappointingly, it has been overtaken by China this year but still upholds its strong positions in Influence and International Relations, remaining first for Education – “the British educational system continues to lead globally” – Media & Communication, and Respect for Law and Human Rights.

17. Reinforcing the findings in other Soft Power indices, the British Council Global Perceptions study, a poll of young people from across the G20 that tracks countries’ attractiveness, indicates that the UK performs well, being both a highly attractive and highly trusted state.[11] As an example, the UK was ranked just behind Italy in terms of attractiveness to young people in the G20 and this rating was higher in 2023 (the date of the most recent survey) than it was in 2021, suggesting the UK’s position is strengthening. The UK also comes in second place for trust, and on current trends is well placed to overtake Canada to become the most trusted country in the G20.  Overall, impressions of the UK are more positive in places that are most familiar with the UK and tend to be lower in places where we are less well known.

18. On the third Nye pillar, mentioned above, the survey data reveal that people feel that the UK Government treats everyone fairly, contributes its fair share to aid and works constructively with others around the world. Our world-leading sports and events are as important as our attractiveness as a business partner in encouraging people to visit, study or do business in the UK.

How do FCDO arms-length bodies, including the British Council, BBC World Service and British International Investment, contribute towards the UK’s soft power strengths? What is the value for money of these organisations, when considering soft power returns? 

British Council

19. The British Council plays a leading role in promoting UK values and interests through its work. Its most recent (2023) Global Perceptions report (conducted every two years) found that the average score for trust in the UK government was 54%.[12] However, for those who had participated in a UK cultural initiative, the score was 62%, and where this initiative had been led by the British Council, it was 69%. Those who were aware of the British Council were more likely to intend to study, do business or live/work in the UK.

20. The British Council’s arts and culture activities engaged around 27m people and supported around 2,000 UK and overseas arts institutions in 2023/24. It also works with the higher education sector, supporting nearly 3,000 further and higher education institutions to build partnerships focused on transnational education (TNE), joint teaching programmes, science and research in the same period.  In addition, the British Council is working with 40 governments to strengthen English education systems worldwide. Through this work it generated £146 million in English assessment exam board fees in 2023/4.

21. The FCDO provides the British Council with £162.5 million Grant-in-Aid funding (2024/25). The Council is projected to generate £885 million from other sources over the same period. The British Council routinely leverages its FCDO Grant-in-Aid to bring in partnerships and contracts from other sources to amplify UK impact and value for money. 

BBC World Service

22. The BBC World Service is widely regarded as a cornerstone of UK’s soft power, broadcasting in over 40 languages to an audience of 320 million. Research demonstrates that international BBC consumers, particularly ‘influential’ audiences, have a more positive attitude towards the UK, are more likely to use UK goods and suppliers, to invest in the UK and to visit the UK for leisure, study, or business. The Government provides approximately one-third of the funding for the BBC World Service, with the remainder mainly derived from the BBC Licence Fee. We are giving the World Service an uplift of £32.6 million (or 31%) in this funding in 2025-26, taking total government funding to £137 million. This is a significant increase in an exceptionally tight fiscal situation, clearly demonstrating the value the Government places on the World Service. Benchmarking shows that the World Service represents value for money on reach when assessed against comparators.

British International Investment

23. British International Investment is one of the UK’s principal mechanisms for delivering development assistance. It also produces strong soft power returns. BII delivers on the growth priorities of partner countries and opens up markets for UK companies. Examples include a partnership with Vodafone to reduce the cost of mobile usage in Ethiopia, and work with Standard Chartered Bank to facilitate trade flows across Africa. BII is currently invested in over 1,500 businesses across 65 developing economies. In 2023, BII made £1.3 billion in new commitments and mobilised an additional $929 million of private sector capital into developing economies. In addition, BII-backed businesses provided jobs for one million people, paid $2.4 billion in taxes; and generated 59 TWh of electricity in the same period. BII enhances the UK’s leadership position in the impact investing industry. Its work also increases the flow of capital behind UK government priorities. For example, as part of the 2018 G7 Summit, BII worked with other G7 countries to launch the 2X Challenge, which established an international standard for gender lens investing. Since then, this flagship initiative has raised US$33.6 billion of gender-focused investments.

Wilton Park and Westminster Foundation for Democracy

24. Two other FCDO sponsored arm’s length bodies are important sources of soft power. Wilton Park’s informal discussions on big global challenges build trust and often lay the pathway for resolutions. Each year, Wilton Park works with over 2000 participants from over 135 countries. It attracts 40% of its funding from outside of HMG, including from international organisations and other friendly foreign governments.

25. The Westminster Foundation for Democracy promotes democracy, governance and resilience and, by showcasing UK institutions in this space, reinforces the UK’s influence and values. It works with local partners to address problems citizens face while strengthening democratic institutions and building long-term democratic resilience (supporting delivery of SDGs 16 and 5). It has a physical presence in over thirty countries, with 158 staff globally, of whom 55 are in the UK. Currently WFD receives a grant-in-aid of £8.5 million, which is uses to leverage a total budget of £15.7 million (2023-24) from other sources, including Finland, Canada and the US.

What role does soft power play in the UK’s role as a leading actor in conflict resolution?

26. The UK aims to prevent and resolve conflicts by supporting negotiated settlements and bringing our levers and capabilities together with those of the international community.

27. Our comprehensive approach across government combines diplomacy, defence, development and intelligence. Overseas we work with multilateral and state partners (Qatar, Kenya and Malaysia are increasingly active) and a broad range of NGOs.    

28. The UK’s soft power networks actively contribute to this work. UK media, including the BBC World Service, counter disinformation and promote cross-cultural understanding. Our faith leaders enable engagement and reconciliation while our trade and sporting communities create hope and opportunity in the most challenging conflict-affected contexts.  

29. We continue to draw on our experience as a co-guarantor of the Good Friday Agreement and remember the role that educational and cultural exchanges played in rebuilding trust between affected communities. In the Philippines, the UK facilitated visits to Belfast for Filipino government officials and the Moro Islamic Liberation Front, a separatist organisation. After the peace agreement was signed in 2014, civil servants from the Northern Ireland Assembly helped train local civil servants to staff the new Bangsamoro Parliament. Our longstanding support to peace processes, as in the Philippines and Colombia, have enhanced our bilateral relations.

30. We are well known for funding world-leading research on conflict and stability, as one of the largest research funders in the sector. Our research on political settlements, war economies, transnational threats and fragility over three decades has shaped the global approach and influenced policy at the UN Security Council, ASEAN, NATO, the African Union and EU, and with a range of states. 

31. The British Council supports conflict-affected communities with continued access to education. It also provides post-conflict dialogue and opportunities to enable countries to re-build. In Ukraine, the British Council delivered a new School Partnerships programme and deep relationships with Ukrainian institution. It has worked with the Premier League to help young people in Ukraine to be a positive influence in their communities. It is also working to improve the teaching of English and widening access to language skills, including by delivering 10,000 English Online courses for displaced Ukrainians in the UK and providing opportunities for up to 25,000 teachers across the country.

32. Hosting Eurovision 2023 on behalf of Ukraine exemplified how the UK was able to effectively maintain international attention on the conflict, build public support for its diplomatic position and showcase British values and capabilities to a global audience.

How effective is the FCDO in leading HMG’s soft power approach across Government, and overseas? Where can these efforts be improved? What contribution should the Soft Power Council make? 

33. The FCDO is well-positioned to lead HMG’s soft power approach across government as it has Embassies and High Commissions in 160 countries. This puts us in third position globally, just behind China (173) and the US (168). We are also well represented in all the key multilateral bodies. This network enables FCDO staff to gain a good understanding of their host countries and provides a good foundation on which to build trusted partnerships and influence other governments and societies.

34. Multiple government departments operate out of our diplomatic Posts overseas. For example, working with the Defence Attache network, FCDO staff overseas promote military training or port calls by military vessels, and commemorations of events such as VE Day. Broader networks built through, for example, officer training at Sandhurst and/or the Royal College of Defence Studies enhance FCDO reach into some of the most influential players in a country – whether still in the military or now in politics.

35. The FCDO and the British Council work very closely together around the world, with Heads of Mission often acting as figureheads for the soft power work done by the whole of Government and British Council. The British Council works with people in over 200 countries and territories, has offices in more than 100 countries and extensive programming with partner organisations in all geographic regions that contribute to this cross-government effort and impact for UK objectives.

36. The FCDO is the principal delivery partner for the cross-government GREAT Campaign - the UK’s international communications programme. GREAT aims to enhance the UK’s global reputation and drive economic growth by encouraging international audiences to visit, study, trade, invest, live and work in the UK. The responsible FCDO Minister acts as Vice Chair of the GREAT programme board. The FCDO co-ordinates the work of the overseas network, delivering on average 100 GREAT projects every year. Activity in 2023/24 has helped to support UK firms to secure export deals worth an estimated £90.4 million within 12 months, an in-year return on investment of 25:1, with a further £90.7 million expected over the following four years (total projected ROI of 50:1).

37. Building on these various activities, the Foreign Secretary has set out a vision to make better use of soft power. He sees soft power as fundamental to the UK’s impact and reputation around the world and has commented that we have not so far taken a sufficiently strategic approach to these huge assets as a country. He points out that harnessing soft power effectively can help to build relationships, deepen trust, enhance our security and drive economic growth. It was with this in mind that the Foreign Secretary announced the creation of the Soft Power Council, to channel British expertise as the Government looks to re-imagine Britain’s role on the world stage, reinvigorate alliances and forge new partnerships. 

38. Alongside the Soft Power Council, the FCDO recently established a cross-government Steering Group on soft power at senior official level to ensure alignment and synergies across central Government and with the Devolved Governments. A Cabinet Office paper in May 2024 recommended the creation of a single Senior Responsible Officer and consolidation through a centralised cross-government hub. This will be considered further as part of discussions around delivery of the new Government strategy once that has been finalised, shaped by advice from the Soft Power Council, and as part of planning for the next Spending Review. Working Groups of the Soft Power Council will help identify four priority geographies where soft power assets and tools can best add value to the delivery of the UK’s foreign policy priorities, as well as aligning major events in the global soft power and foreign policy calendars.

How does HMG demonstrate commitment to supporting British soft power sectors abroad?

39. Supporting the soft power-generating sectors to confidently engage with international markets is a key part of DCMS’s core purpose. In January 2025, DCMS announced a £60 million package of support for the creative industries including support for screen and music exports, games talent and IP, as well as increased investment from UKRI. This will help these sectors to export to the world, including through the Independent Film Tax Credit and the Music Exports Growth scheme. In February, the government announced the £260 million Arts Everywhere Fund. Hundreds of arts venues, museums, libraries and heritage buildings will receive a share of more than £270 million, supporting jobs and creating opportunities for young people to learn creative skills while helping to boost people’s sense of pride in where they live. This investment creates the pipeline for future talent that is so important for confident engagement with international markets and supports the UK's soft power sectors to thrive internationally, as well as at home.

40. Many other government departments also work actively in this area. For example, DfE support education providers to develop their business overseas, DEFRA champion British food and drink, including through a network of agricultural attaches, MHCLG work with diaspora communities and MoJ promote the rule of law internationally, helping to shape global standards. Regional mayors and the Devolved Administrations also have active programmes.

41. Through strategic cultural, educational and sporting activities facilitated by the GREAT Campaign, British businesses have found valuable pathways to international markets. Examples include leveraging India's Premier League 30th Anniversary celebrations to generate business opportunities and Visit Britain using Australia's FIFA Women's World Cup to combine tourism promotion with trade initiatives. Spain's "Gamechangers" campaign opened new channels for British sports management, while Mexico's GREAT Design and Architecture campaign created new business for British creative industry firms. It ran a comprehensive education campaign across Southeast Asia, resulting in £5.4 million in exports for UK businesses in 2023.

42. The FCDO’s Rule of Law Expertise (ROLE UK) programme strengthens the rule of law in developing countries by providing high quality pro bono legal and judicial expertise. For example, ROLE UK is supporting commercial lawyers in several States to enhance economic development by expanding knowledge and skills in mediation, arbitration, reconciliation, and responsible business practices.

How might the FCDO engage with the media and the private sector to strengthen its soft power offering?

43. Our soft power is central to our diplomacy and we deploy it strategically to build relationships with the media and private sector, boosting our international reputation. The Soft Power Council will create stronger partnerships with external organisations, enabling greater coordination and alignment. It will work hand in glove with the GREAT campaign Private Sector Council (SPC member Ewan Venters is its Chair) and the Creative Industries Council (SPC members Sir Peter Bazalgette and Fran Hegyi are co-chairs; Tom Fussell is on both Councils).

44. FCDO GREAT activity is run in partnership with the private sector and all activity is expected to secure commercial sponsorship of at least 25% additional budget. In 23/24 the fund generated £1.475 million in audited sponsorship. GREAT has worked in partnership with over 750 businesses and organisations who have contributed over £235 million of sponsorship and value-in-kind.

45. The British Council leverages private sector funding for soft power outcomes – for example a partnership with Mastercard and the Ministry of Education Rwanda to improve the English proficiency of 7,000 secondary school teachers, and thousands more in Nigeria and South Africa with ongoing professional development.

46. Freedom of expression and a free media are the bedrock of a healthy democracy, empowering citizens to hold institutions to account and fostering transparency. Without the ability to express and disseminate factual information and free opinion, there can be no accountability and no informed public discourse. The UK is committed to Media Freedom, and to championing democracy and human rights around the world. With this in mind, we have provided over £600 million in ODA funding to media and free flow of information in the past 5 years. We are consistently in the top five aid donors to the media sector globally. The UK has also been the largest donor to the UNESCO Global Media Defence Fund, donating £2.8 million in the last 4 years. Over 8,000 journalists have benefited from this including through its Crisis Response Mechanism, which provides time-sensitive emergency support to journalists and media in distress in countries experiencing sudden major crises. In addition, the UK’s new global programme on media development, Public Interest Media and Healthy Information Environments (PIMHIE), was launched in October 2024. In addition to helping local media outlets develop new business models, the programme will also strengthen wider information environments through supporting advocacy and policy initiatives to improve the media eco-system.

How does soft power interact with and complement the UK’s foreign policy? In what ways does soft power support the UK’s foreign policy? Are there challenges in this relationship? 

47. In a world of uncertainty, heightened competition and generational security challenges it may seem that hard power approaches to foreign policy will be more effective. Hard power, soft power or what Nye later called ‘smart power’ – the strategic combination of both – should all be used depending on the particular challenge. The ideal starting point for a country is to have a strong stock of hard and soft power assets. The UK starts in a relatively strong position: as the sixth largest national economy in the world measured by GDP and as the top military power in Europe.[13] This combination of hard and soft power puts UK in a strong position to deliver tangible foreign policy results. One point to be careful about is that the strength of many of our soft power assets rests in them being seen as independent of government. We need to ensure strategic alignment with our foreign policy goals but without direct control. The Foreign Secretary sees soft power as a cross-cutting tool, essential for delivery of all the UK’s foreign policy objectives. In an era of heightened geopolitical tension, there is significant advantage to being more purposeful in how we bring foreign policy and soft power together.

48. The Government’s strategic objectives for the better use of soft power will be refined through the development of a Soft Power Strategy and the discussions of the Soft Power Council, with all activity targeted to deliver against the UK’s six foreign policy priorities. We are identifying which soft power assets or tools will deliver effect for each priority in each region / priority country. Emerging elements that may be considered include:

Growth: drive additional UK growth through boosting trade in the creative industries, education and sports, through campaigns (to be identified, but potentially including science and technology or through rule of law) and through harnessing the influence of diaspora communities. As highlighted above, education is a key tool here, developing enduring positive relationships with future global leaders. A 2016 KPMG report estimated that £217 million of additional business investment into the UK could be attributed to the Chevening programme between 2002 and 2014; 51% of Marshall alumni have UK business interests; 32% have hired UK nationals or created jobs in the UK. Marshall alumni have donated over US$200 million to UK universities. A country-specific example is Korea where, following extensive soft power efforts co-ordinated by our Embassy, FCDO research now indicates that 55% of Koreans view the UK favourably (second only to the US). The biggest influencers are the Royal Family and football (Premier League clubs with Korean players, like Tottenham Hotspur and Son Heung-min, amass huge followings in South Korea). This has helped foster an openness and desire among South Koreans to work with the UK.

Security: optimise the use of soft power assets to reduce threats to the UK, particularly through countering disinformation, and by attracting key actors to partner with the UK on security. The UK has extensive expertise in this area – from cyber (the UK is listed in the top five of global rankings), to maritime security.  The upcoming launch of new UK satellites in 2025 is an example of UK leadership in advancing space-based solutions for global maritime security. Our defence engagement is also key in helping build relationships globally, from ships’ visits and capacity-building activity to global tours by the Red Arrows. Britannia Royal Naval College, Dartmouth and the Royal Military Academy, Sandhurst have educated several current world leaders, building important international links, with 1,347 foreign military personnel having trained at Sandhurst since 2010.[14] As an example of bilateral collaboration, the UK-Ukraine 100 Year Partnership draws strongly on the UK’s soft power offer, including through economic, trade and legal cooperation, sanctions enforcement and accountability for international law violations. It has built resilience against information threats, supported Ukraine’s anti-corruption agencies, judicial reforms, and procurement processes. The Partnership has also advanced partnerships in AI, healthcare, agri-tech and green energy, on human rights, gender equality, culture, education, health, climate and sports. We are working together on migration, asylum, and border management, including combatting human trafficking.

Climate and Nature: promote the UK’s cutting-edge approaches to climate change, climate financing and the green transition and galvanising action to support climate goals, including through events that attract target audiences, for example wildlife exhibitions. One way we are already working on this is through our Partnering for Accelerated Climate Transitions (UK PACT) programme, which promotes the UK’s reputation by supporting countries to overcome barriers to clean growth and reduce emissions. Through UK PACT we have helped lawmakers in Nigeria develop its Climate Change Act, informed South Africa’s emissions reduction targets and built capacity across state governments in Mexico to develop local climate change laws. Another example is a partnership with global K-pop stars BLACKPINK during COP26 and the band’s interactions with the Royal Family during the 2023 State Visit by the South Korean President, which had a lasting impact on the UK’s climate credentials and public profile in South Korea. With South Korea standing out as the fastest improving nation among the top 100 in the Global Soft Power Index,[15] these partnerships make the UK well-placed not just to capitalise on Korea’s own development, but also to work together for global impact.

Europe Reset: harness the full array of soft power contributions to broaden the appeal of the UK in European countries and institutions through English language, culture, sports and education (in particular). This will be a key priority of one of the working groups to be established under the new Soft Power Council. This working group will consider which soft power tools can facilitate increased trade and investment between the UK and European countries, and what other aspects of our relationship can be harnessed in support of growth

Development: promote the UK contribution to global poverty reduction, humanitarian crises and conflict resolution, boosting UK reputation particularly in the Global South.

Migration: broaden the contribution of prevention work through soft power, for example critical thinking, skills and cultural opportunities to reduce the push factors prompting young people to feel their only choice is to migrate. The Soft Power Council will be asked to consider how soft power might help tackle some of the drivers of irregular migration and help support people to remain in their regions of origin. In addition, the UK’s overseas network of embassies provides the reach and relationships to enable effective international collaboration to disrupt organised immigration crime.

How does the UK counter the soft power influence and narrative of other major powers including China, India, Russia and Turkey? 

49. Soft power is an increasingly contested space with allies and adversaries recognising its value and investing significantly more than we do. The British Council’s ‘Soft power at a turning point, 2024’ compared the soft power activities of 18 countries, finding that countries are increasingly prioritising national interests over multilateralism and the global order.[16] The study reported increases in resource levels for education and cultural relations institutions in China (apparent increases in budget for Confucius Institutes) and Russia (significant increase in budget for Russkiy Mir). That is reflected in the rise of China on various soft power indices.

50. One way in which the UK invests in countering the influence of others is through the BBC World Service. Through high quality and investigative journalism, it also exposes, debunks and counters the misinformation, disinformation and harmful narratives of hostile states. 

51. There is also a significant range of activity within the FCDO that aims to tackle the threat of disinformation and countering Foreign Information Manipulation and Interference (FIMI) networks. The FCDO i) counters FIMI overseas that threatens UK national security and democracy and our partners internationally ii) acts as a counter point to disinformation overseas through communicating information iii) works to build resilience to disinformation and interference in third countries. These interventions can be framed under three areas: Disrupt, Compete, and Defend.

Disrupt: The FCDO has prioritised identifying and acting against FIMI networks that threaten the UK’s national security and that of our partners, specifically Ukraine. Given the scale and range of disinformation and false narratives, the FCDO has focused resources on combatting information operations at source to have greater impact against threat networks. 

Compete: The FCDO has a well-established and evidence-based approach to strategic communications to counter hostile narratives that has proven effective. This does not entail attempting to counter every hostile narrative found, nor is this always the most appropriate response. FCDO activities therefore aim to contest malign narratives and proactively shape the information environment by promoting factual and truthful information.

Defend: Across the FCDO there is a wide range of work that aims to protect the information environment, including by building resilience to disinformation. An example of this is, promoting media and internet freedom through international forums. The UK is one of the largest donors to media development worldwide and chairs the Working Group on Media Development through the Media Freedom Coalition. We are also active contributors to the Global Media Defend Fund as well as the Freedom Online Coalition, a grouping of 42 countries working to shape global norms in the online information environment.

52. The Government Information Cell (GIC) also combats hostile state disinformation and propaganda in support of HMG national security priorities.

What role do regional and international organisations play in bolstering the UK’s soft power offer? How might the UK build partnerships and alliances with these organisations to achieve its soft power goals?

53. Regional and international organisations play an important role in the projection of UK soft power. One example is the Commonwealth, where our shared history means the English language is spoken widely, we have strong cultural, business and people-to-people links, and similar systems of Rule of Law and Parliamentary Democracy. The Commonwealth Secretariat provides technical support to maintain these values, including through election observation and judicial training. In addition, the FCDO funds work through the Commonwealth Parliamentary Association and The Commonwealth Equalities Network to support human rights and Parliamentary scrutiny.

54. UNESCO also supports the UK’s soft power offer through its programmes, networks and in its role as an international forum. UNESCO designations in the UK including World Heritage Sites and Creative Cities generate tourism, economic growth, and international recognition.

55. G20 and G7 side events provide a showcase for UK thought leadership on key cultural issues such as AI, the culture climate nexus and cultural heritage protection.

56. The soft power contribution of regional and international organisations and ways of harnessing this more systematically will be considered as part of the development of the new Government soft power strategy.

3 March 2025