Global Soft Power Summit 2025 to Address the Challenges of a Fragmented World

Brand Finance is set to host the Global Soft Power Summit 2025 on February 19-20 at the Queen Elizabeth II Centre in London. The summit will feature discussions on the evolving role of soft power in a rapidly polarizing world and unveil the next iteration of the Global Soft Power Index, a comprehensive ranking of the United Nations' 193 member states.

Global Soft Power Summit 2025 to Address the Challenges of a Fragmented World

Brand Finance is set to host the Global Soft Power Summit 2025 on February 19-20 at the Queen Elizabeth II Centre in London. The summit will feature discussions on the evolving role of soft power in a rapidly polarizing world and unveil the next iteration of the Global Soft Power Index, a comprehensive ranking of the United Nations' 193 member states.

This year’s summit will focus on the theme: "Responding to the Decline of Globalization." With the international community experiencing increased divisions and shifts in cooperation, the summit seeks to explore how soft power can serve as a tool to reconnect fragmented societies and drive collaboration. Among the keynote speakers is John Kerry, the 68th U.S. Secretary of State, who will deliver a special address on the second day.

Workshops Highlight Key Issues Across Trade, Culture, and Innovation

The summit will kick off with workshops on February 19, exclusively for in-person participants. These sessions will delve into diverse topics, including trade, cultural diplomacy, tourism, sustainability, and the innovation economy. For example, the Pakistan High Commission will present its initiative, "Khadijah – A Program for Women in International Trade," led by Dr. Samina Zehra and Dr. Misbah Khatana.

Other notable sessions include Invest in the Emirates, exploring trade opportunities, and a cultural diplomacy case study by the Ministry of Foreign Affairs of Poland on fostering UK-Poland collaborations. A workshop by the Swedish Institute will focus on using country image data to enhance strategic communication, while the China National Tourist Office will discuss "Tourism in China and Chinese-Style Modernization."

The day will conclude with the Awards Ceremony, celebrating nations excelling in areas such as trade, talent attraction, and tourism. A networking reception will provide attendees with opportunities for collaboration.

Key Discussions on February 20

On the second day, the summit will transition to a hybrid format, allowing participants to join in-person or online. The day will begin with the presentation of the Global Soft Power Index 2025 by David Haigh, Chairman and CEO of Brand Finance. A special address by Lech Walesa, former President of Poland and Nobel Peace Prize laureate, will further enrich the event.

Panels throughout the day will cover pressing global issues, including media misinformation and the erosion of trust in traditional and digital platforms. Dr. Ott Velsberg and Mitali Mukherjee will share insights on addressing these challenges. Another panel will discuss the role of multilateral organizations in maintaining a rules-based international system, with contributions from Maher Nasser and Irina Bokova.

The day will also feature a keynote session by John Kerry, focusing on the intersection of soft power and global diplomacy, and a fireside discussion with Sanna Marin, former Prime Minister of Finland, on how small nations can influence global outcomes.

Speakers

  • John Kerry – 68th U.S. Secretary of State
  • Sanna Marin – Former Prime Minister of Finland
  • Lech Walesa – Former President of Poland & Nobel Peace Prize Laureate
  • Dr. Parag Khanna – Global Strategy Advisor & Best-Selling Author
  • Irina Bokova – Former Director-General of UNESCO
  • Maher Nasser – Commissioner-General of the United Nations at Expo 2025 & Director of Global Communications, United Nations
  • Dr. Lourdes Casanova – Director of Emerging Markets Institute & Senior Lecturer, Cornell University
  • Michael Clarke – Distinguished Fellow & Former Director-General, Royal United Services Institute (RUSI)
  • Mitali Mukherjee – Acting Director & Director of Journalist Programmes, Reuters Institute, University of Oxford
  • Dr. Ott Velsberg – Chief Data Officer, Ministry of Economic Affairs and Communications, Government of Estonia
  • Dagmara Szulce – Global Managing Director, International Advertising Association
  • Hugo Hensley – Head of Sports Services, Brand Finance
  • David Haigh – Chairman and CEO, Brand Finance
  • Annie Brown – Valuation Director, Brand Finance
  • Konrad Jagodzinski – Place Branding Director, Brand Finance
  • Robert Haigh – Strategy & Sustainability Director, Brand Finance
  • Adriana Acosta Rivas – Director of Communications, Marketing and Nation Brand, essential COSTA RICA
  • Anna Radwan – Undersecretary of State, Ministry of Foreign Affairs of the Republic of Poland
  • Sofia Bard – Head of Image of Sweden Analysis Unit, Swedish Institute
  • Cecilia Andrae – Senior Adviser, Swedish Institute
  • Mark Bohen – Chief Marketing and Communications Officer, Mass General Brigham
  • Muhannad Kadi – Chief Corporate Communications and Marketing Officer, King Faisal Specialist Hospital & Research Center
  • Dr. Samina Zehra – Economic Minister, Pakistan High Commission in London
  • Dr. Misbah Khatana – Founder, Khadijah Women Global Trade Network

Registration and Access

The event is free to attend, with the option to register for in-person workshops on February 19 or the hybrid conference on February 20. Due to venue capacity, Brand Finance reserves the right to convert in-person registrations to virtual passes. Early registration is encouraged for those interested in the workshops, as spaces are limited.

The Global Soft Power Summit 2025 promises to provide a critical platform for discussing the challenges of a divided world and exploring solutions through soft power.