Brand Finance chairman David Haigh speaks at a forum on the international influence of Chinese companies in London, Britain, on Oct. 15, 2025. (Xinhua/Gao Wencheng)
LONDON, Dec. 4 (Xinhua) -- With China ranking second in the 2025 edition of the Global Soft Power Index, a top business chief has stressed the role of the country's ever-expanding global engagement in changing perspectives and understanding of the country around the world.
The sixth annual index, released by Brand Finance in February and based on a survey of more than 170,000 respondents from over 100 countries, captures global perceptions of all 193 United Nations member states.
China has shown statistically significant growth in most of the index's eight pillars of soft power, said Brand Finance chairman David Haigh in a recent interview with Xinhua. These pillars cover areas including Business & Trade, International Relations, Culture & Heritage, and Education & Science.
Brand Finance's report notes that China's advance in soft power has been boosted by initiatives such as the Belt and Road Initiative, stronger sustainability efforts, and the rise of increasingly competitive domestic brands.
China's tourism boom of recent years, driven in part by visa-facilitation measures, has attracted growing global attention, with "China Travel" becoming a phenomenon among international visitors.
Haigh underlined that tourism is an area of major potential, and that an increase in foreign visitors to China will increase understanding of the country.
The wisdom of traditional Chinese medicine, the sophistication of calligraphy, and the appeal of Chinese cuisine serve as cultural bridges, Haigh said. China's ancient civilization, he added, is another unique draw.
Haigh has visited China many times, he told Xinhua, and also enjoys Chinese food and cultural experiences in London. Showcasing refined Chinese dining, tea culture, Tai Chi, and other traditions in contemporary formats could further enhance their global reach, he suggested.
As a branding expert, Haigh also follows the growing international influence of Chinese companies. Brands such as BYD, DeepSeek, and other emerging Chinese products have become increasingly present in Britain and beyond, he said.
China is also a global leader in electric vehicles, he underlined, adding: "The cars are great, and that is obviously going to help China's reputation."
China's rapidly expanding cultural creativity, such as Pop Mart's Labubu figure, demonstrates how fast new icons can emerge, Haigh noted.
Haigh also pointed to the transformative impact of digital platforms. "You only have to look at how TikTok has changed the younger generation's view of China," he said.
He expressed confidence that China will continue to advance in global soft power as more foreign visitors experience the country firsthand, and as Chinese brands, culture and creative industries expand their presence. ■
