Southeast Asia·Escalating·ELEVATED 60
US Cedes Soft Power to China in SE Asia
The shifting balance of soft power in Southeast Asia may lead to increased geopolitical competition and influence struggles between the US and China.
The United States is increasingly seen as losing its soft power in Southeast Asia, with the Brand Finance Global Soft Power Index 2026 indicating a steep decline. China is closing the gap, now less than 1.5 points behind the US in the rankings, highlighting a shift in regional influence.
60
Humanitarian10
Economic30
Security40
Political70
Confidence 51/100 — moderate corroboration
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