Nigeria’s expanding entertainment and cultural industries are strengthening the country’s global influence, lifting its international standing to the highest level in four years, according to a BusinessDay analysis of the latest Global Soft Power Index.
The annual ranking by Brand Finance, a United Kingdom-based brand valuation and strategy consultancy, shows Africa’s most populous nation climbing six places to 71st in 2026, from 77th in the previous ranking. In the continent, the West African nation ranked fourth behind Egypt, South Africa and Morocco.
Soft power refers to a nation’s ability to influence others through attraction and persuasion rather than coercion—drawing on culture, business, diplomacy, and reputation instead of military force or economic sanctions. Strong soft power can enhance security, attract investment and talent, stimulate trade and tourism, and ultimately support economic growth.
Now in its seventh year, the index is based on a survey of more than 150,000 respondents across over 100 countries, assessing perceptions of all 193 United Nations member states. Each country is evaluated across 55 metrics and scored out of 100 to determine its global ranking. Core indicators include familiarity, reputation, influence, business and trade, and culture and heritage.
Nigeria’s overall score edged higher to 37.4 from 36.4. The country recorded its strongest perceptions in familiarity, followed by reputation, recommendation to buy its products and services, and recommendation to visit—scoring 5.5, 5.4, 5.1, and 5.0, respectively.
“The country is successfully transitioning from an exporter of commodity to an exporter of culture,” said Babatunde Odumeru, managing director at Brand Finance Nigeria, in an email response. “The global consumption of its music and film industries has created a powerful form of organic diplomacy, where Nigerian aesthetics and values are embraced by global audiences, boosting ‘familiarity and influence’ scores.”
Odumeru added that Nigeria’s leadership in Africa’s startup ecosystem is also reinforcing perceptions of business dynamism. “This has steadily resulted in the nation becoming a primary destination for global tech talent and capital.”
Beyond symbolism, the country’s upward movement carries tangible economic implications. Soft power is increasingly shaping capital allocation, tourism demand, export competitiveness, and diplomatic leverage.
A stronger national image lowers perceived risk for investors and expands global market access for Nigerian firms—particularly in creative and technology sectors where brand perception directly influences revenue generation.
Creative economy as strategic leverage
Often described as the economy’s “new oil,” Nigeria’s creative sector has evolved over the past decade from a largely informal ecosystem into a central driver of diversification, employment, and global cultural reach. Powered by a young population and rapid digital adoption, the sector spans Nollywood, music, fashion, digital content, and the visual arts.
Industry projections suggest significant expansion ahead. Estimates from stakeholders and government-linked reports point to 2.7 million to three million new jobs between 2025 and 2030, building on a workforce already put at roughly 4.2 million people, making the sector Nigeria’s second-largest employer.
Research by Jobberman and the Mastercard Foundation similarly indicates the industry could generate an additional 2.7 million jobs by 2025, underlining its labour-market importance.
PwC projected that the entertainment and media segment grew by 11.2 percent in 2024, faster than regional peers, and reach $25 billion in value by 2025. Broader estimates place the creative economy’s contribution at about 12 percent of GDP, with ambitions to scale toward $100 billion by 2030.
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The National Council for Arts and Culture (NCAC) is targeting that same $100 billion milestone alongside millions of new jobs.
“We just completed a comprehensive mapping of 10 creative sectors supported by Big Win Philanthropy. Our data shows we can create up to three million jobs,” Obi Asika, director general of NCAC, said in an interview in October.
Odumeru noted that deeper professionalisation of creative assets could help Nigeria reduce dependence on crude oil revenues. “As the creative economy matures into a multi-billion-dollar industrial pillar, it offers a sustainable alternative source for national income, effectively transforming the country from a commodity led economy to an intellectual property led economy.”
Brand Finance cautioned, however, that sustaining soft-power gains will require institutional backing.
“Sustainability will require deliberate policies that provide infrastructure for the creative arts, incentives for tech innovation, and a streamlined regulatory environment that proves to the world that our soft influence is backed with hard structural reliability.”
Regional momentum—and South Africa’s mixed signals
Across sub-Saharan Africa, several countries are recording incremental soft-power gains. Nigeria’s six-place climb to 71st is mirrored by Kenya’s rise to 88th, Tanzania’s to 94th, Ghana’s position at 95th, and Mauritius’ nine-place jump to 96th.
But South Africa, slipped two places to 43rd globally. Familiarity fell three ranks to 32nd and influence declined to 31st, although reputation improved slightly to 44th—signalling uneven performance across the index’s core pillars.
Jeremy Sampson, chairman of Brand Finance Africa, warned that the trajectory is concerning despite the country’s recognised potential. “Having fallen from 36th place in 2020 to 43rd this year—dropping a further two places in the past year alone—the trend is concerning.”
Still, Africa’s biggest economy ranks seventh globally for future growth potential, suggesting room for recovery if confidence in governance and economic direction improves.
“Rebuilding confidence in the nation’s economic and governance outlook—and more effectively communicating its strengths—will be essential if South Africa wants to advance in future rankings.”
Global shifts: US decline, Japan’s ascent
The latest index also reflects a broader erosion in nation-brand perceptions worldwide amid economic uncertainty, geopolitical tensions, and social pressures—echoing trust declines seen during the COVID-19 era.
Although the United States retains the top overall position, it recorded the steepest drop in reputation, falling to 26th, alongside declines in friendliness, generosity, ease of doing business, climate-action support, political stability, human rights, and ethical standards. Continued global leadership in arts and entertainment, sport, innovation, iconic brands, and space exploration helped preserve its lead in familiarity and influence.
Japan’s rise to third place—overtaking the United Kingdom—highlights the power of lived national experience in shaping perception. Strength across business and trade, sustainability, education and science, governance, and tourism-driven appeal has reinforced its global soft-power credentials.
