of the index,
Sweden
is ranked
13th
overall among
193
countries,
broadly
in line with
its
long-term
performance. More
importantly, Sweden
retains a top-tier
reputation, ranking
7th globally in
perceived
reputation,
reflecting
sustained
international
confidence in
Swedish governance,
values, and
economic
model.
Sweden continues to rank among the world’s most respected and trusted countries, according to the Global Soft Power Index 2026, reinforcing Sweden’s strong foundation for international cooperation, trade, investment, and long-term competitiveness.
The Global Soft Power Index, produced by Brand Finance, measures how countries are perceived across factors such as governance, sustainability, business environment, international relations, education, science, and values, based on surveys of more than 150,000 respondents across over 100 countries.
Strong Reputation Built on Governance, Sustainability, and Business Credibility
Sweden’s positive global standing is driven by consistent performance across multiple dimensions. The country is widely perceived as having one of the strongest systems of governance in the world, ranking 4th globally, and performing even higher in North America and Europe. Political stability, low levels of corruption, and respect for human rights remain core attributes associated with Sweden.
Sustainability continues to be one of Sweden’s most powerful strengths. Sweden ranks 3rd globally for its approach to the green transition, reflecting the strong international profile of Swedish industry in climate solutions, clean technology, and responsible business practices.
In trade and investment, Sweden ranks 7th worldwide, with Swedish companies and brands viewed as attractive and reliable across both established and emerging markets. Positive perceptions extend well beyond Europe, including strong results in North America, East Asia, and Southeast Asia.
Regional Developments: Strong Performance Beyond Europe
Sweden’s reputation is particularly strong in Europe and North America, where it ranks among the very top countries. In North America, Sweden is seen as a leader in governance, education, science, and innovation, second only to Switzerland in overall reputation.
While perceptions in the Middle East and North Africa (MENA) remain more mixed, the 2026 results indicate a clear recovery in Sweden’s image, following challenges in recent years. Despite lower familiarity levels, Sweden still ranks 14th in the region, underscoring its resilience and long-term credibility.
High International Attractiveness for Business, Talent, and Tourism
The index also highlights Sweden’s strong global attractiveness. Respondents across regions express high willingness to visit Sweden, study or work there, invest, and purchase Swedish products. This attractiveness extends beyond traditional Western markets to Asia, Latin America, and parts of the Middle East, confirming Sweden’s broad international appeal.
SwedCham Perspective
For the Sweden Chamber of Commerce Indonesia (SwedCham Indonesia), the findings underline the strength of “Brand Sweden” as a platform for Swedish companies operating internationally.
“Sweden’s stable reputation for good governance, sustainability, and innovation creates tangible advantages for Swedish businesses abroad,” said Lars Dagerholt, Chairman of SwedCham Indonesia. “These results reinforce confidence in Swedish solutions and partnerships, including here in Indonesia, where long-term trust and credibility matter.”
About the Global Soft Power Index
The Global Soft Power Index is an annual international study conducted by Brand Finance. The 2026 edition is based on surveys conducted between September and October 2025, capturing perceptions of 193 countries across governance, economy, culture, sustainability, education, and values.
About SwedCham Indonesia:
SwedCham Indonesia is a non-profit organization dedicated to promoting trade and investment between Sweden and Indonesia as well as supporting cultural, scientific and educational exchange. Through advocacy, networking, experience exchange, and information dissemination, SwedCham plays a vital role in enhancing business relationships and opportunities between the two countries.
SwedCham is a member of EuroCham, and actively supports Nordic and European initiatives in line with the objectives of the Swedish Chamber of Commerce in Indonesia.
SwedCham Indonesia on LinkedIn
The SwedCham Indonesia Press Room
The SwedCham Indonesia Web Site