Though it can sometimes be difficult to tell when listening to speeches from certain state leaders, soft power is an increasingly popular – not to mention effective – tool for many countries around the world. When it comes to making friends and influencing others, smart nations know that they need to show off their softer side.

Instead of flaunting military might or doubling down on nationalist rhetoric, the countries that have done well in our ninth annual Soft Power Survey have leaders who make time for their counterparts. They have athletes who score big when the world is watching and a cultural output that garners fans from all over. These are the nations that attract tourists and foreign students alike, making serious investments in their diplomatic network abroad.

At a time when many relationships are in flux and nations are reassessing where they stand on the world stage, soft power is more important than ever. And, as this year’s winner proves, a charismatic leader offers a boost that’s hard to beat (a World Cup win helps too). To find this year’s winner – and where your nation stands – read on.

When, on 15 July 2018, a French teenager, born to a Cameroonian father and a mother of Algerian descent, scored a goal on a football pitch in Russia, he not only sealed his country’s fate as the winner of the 2018 World Cup but also cemented his rising status as France’s newest soft-power icon. Not only was 19-year-old Kylian Mbappé a fêted football star but, as the son of immigrants, he also demonstrated that one of France’s greatest strengths in 2018 can be its cosmopolitanism.

It was a message that had long been championed by another French wunderkind. Since his 2017 election campaign president Emmanuel Macron (who was watching the game from the stands) has touted the importance of France’s place at the heart of Europe and on the global stage by defying nationalists both at home and abroad. But while angling to be the face of global liberalism would have been a competitive game at one point, in 2018 there seem to be surprisingly few who want to take up that mantle. From Brexit to America First, populism and a desire to shut borders has become the modus operandi for governments around the world.

Unsurprisingly this has done much to shake up the way diplomacy is done – and not for the better. Old alliances have shifted and morphed, while new, sometimes worrying and occasionally shadowy bonds are being formed. Yet a few stalwarts of old-fashioned international relations remain and no one is more of an enthusiast than Macron. The president is indefatigable, racking up a lengthy list of international trips in a short amount of time – and hosting many foreign leaders too. He’s unafraid of grand gestures; this is the man who gave China’s president Xi Jinping a horse. He’s able to hold his own against the most undiplomatic of counterparts; recall the aggressive handshake-off with Donald Trump, while also refusing to go back on his beliefs simply to make nice. Though his domestic popularity has flagged, internationally Macron is seen as a savvy statesman who has renewed his nation’s global ambitions.

Aside from extraordinary events, such as a World Cup win and a fresh-faced leader, France is also going strong with its old faithful approach to soft power. The country is historically a cultural powerhouse but new blood is making waves. French recording artists such as Christine and the Queens have stormed charts internationally, while the English translation of French-Moroccan author Leïla Slimani’s second novel Chanson Douce (Lullaby) has won rave reviews around the world and proved that she is a force to be reckoned with. A robust network of institutions, from Institut Français to Organisation internationale de la Francophonie, help spread the French language and culture abroad.

And following a dip in tourism after terrorist attacks in Paris and Nice, the number of visitors to France has rebounded. Last year saw a record 89 million tourists visit the country; 2018 is on track to see just as many.

What’s more, the future looks bright for France. With the 2024 Olympic Games being awarded to Paris, the capital is preparing to be in the global spotlight (mayor Anne Hidalgo has long been implementing smart urbanism solutions to improve the city). While challenges remain both abroad and at home – the twin threats of terrorism and xenophobic nationalism can’t be ignored – France has much to cheer about. Even off the football pitch.

Angela Merkel has taken a hit at home politically. It took her months to form a coalition government with the Social Democrats earlier this year, which has weakened her on the world stage. Yet she remains, along with Macron, the face of European co-operation and liberal cosmopolitanism. The widely shared image of her and the French president facing off with a petulant-looking Donald Trump at the G7 meeting in Québec this summer summed up this dynamic perfectly.

Though Merkel will step down as chancellor in 2021, it’s important to remember that not all Germany’s soft power lies with its leader. Munich is building its innovation hub, while Frankfurt has started to benefit from London’s loss ahead of Brexit and Berlin maintains its cool clout.

Tourism to Japan is booming: in 2017 it welcomed 28.7 million visitors. And, as the 2020 Olympic Games approach, Japan is preparing to host even more people by improving infrastructure and building hotels.

Political stability has continued under prime minister Shinzo Abe and international spending is strong too: Japan is the second-largest contributor to the UN’s development budget. The country’s culinary prowess and design continue to appeal and cultural recognition is extending beyond anime and J-pop. This year saw Japanese film Shoplifters win the Palme d’Or at the Cannes Film Festival, as well as the international release of Haruki Murakami’s latest book Killing Commendatore, which received widespread acclaim.

It’s been a tough year diplomatically for Canada, though some troubles were of its own making. Justin Trudeau’s tour of India saw the PM and his family parading the country in over-the-top traditional outfits, some of which were described as “too Indian even for an Indian”, leaving the leader looking foolish.

But Trudeau – and foreign minister Chrystia Freeland – did many things right too. Between the G7 meeting in Québec and the renegotiation of Nafta, Canada managed to protect its own interests while also highlighting its commitment to protecting global stability. Despite the speed bumps it is an example of a country that not only cares about soft power but also (usually) knows how to use it effectively.

Switzerland is a nation that understands the power of an enduring brand: watches, pocketknives and Helvetica are all a tangible shorthand for Swiss excellence. What’s more, Geneva and Zürich are home to some of the world’s biggest businesses (ABB, Rolex, Nestlé) and international organisations (International Committee of the Red Cross, World Health Organisation).

The country is known for its political and economic stability, making it the perfect place to host major events such the World Economic Forum’s annual meeting in Davos. Its cities are known for excellent quality of life and are home to people from all over the world, while its universities attract plenty of foreign students every year.

Brexit has continued to hurt the UK’s image on the world stage. By choosing to leave the EU, while at the same time positioning itself as an opponent of the bloc, it comes across as antagonistic, stubborn and undiplomatic to the rest of the world.

In spite of its political class, its cultural touchstones – which span everything from the Harry Potter franchise to Shakespeare and the Bond films – are still global goodwill generators. The British Council continues to work in more than 100 countries. The BBC World Service broadcasts in more than 40 languages and is a respected news source. Meanwhile, sport spectacles such as the Premier League and Wimbledon draw in devoted fans.

One of Sweden’s biggest soft-power assets suffered this year when the Swedish Academy announced that, for the first time since 1949, there would be no Nobel prize for literature awarded this year. The announcement followed on the heels of resignations and allegations of sexual misconduct and malpractice. To make up for it, the Academy promised to award two prizes next year.

Elsewhere, however, the Swedes continue to shine. The nation’s pop heavyweights rule the charts, not least with popstar Robyn having returned with a new album after an eight-year hiatus. Meanwhile, big brands such as Volvo and Ikea thrive. Sweden is also one of the largest donors of international aid as a percentage of its GDP.

The brouhaha over nationality, whereby more than a dozen politicians were ousted from office for holding dual citizenship, didn’t paint Australia in a good light. That turmoil was followed by a new prime minister (the fifth in eight years). The country has frozen its foreign-aid budget and anti-immigration policies are being championed. A sporting snafu, when members of the men’s cricket team were caught cheating against South Africa, was a humiliation.

Yet it wasn’t all bad for sport diplomacy this year: the 2018 Commonwealth Games allowed the Gold Coast to show off its best side. The staples of Aussie soft power are still there and visitors have been keen to enjoy the nation’s sun, sand and single-shot flat whites.

Can a Twitter account kill a nation’s soft power? The US has fallen in our ranking, directly and indirectly due to Donald Trump’s combative diplomatic relations. Whether attempting to rip up trade deals such as Nafta, trashing Nato or sounding off over “shithole countries”, he has offended allies and potentially ruined relationships in the name of making America great again.

The good news is that much of the world realises that the US is about more than this administration. Its universities are among the best, innovation in Silicon Valley is second to none, it has produced more Pritzker and Nobel prize winners than any other and its music and films are enjoyed around the world.

As UN secretary-general, António Guterres is one of Portugal’s soft-power superstars on the world stage. Meanwhile, at home, Portugal’s warm hospitality and quality manufacturing have won it an ever-increasing number of fans in the form of visitors and foreign investors. “Made in Portugal” has become synonymous with quality, whether it’s traditional trades (such as shoe-making) or newer ventures (technology).

Tourists can’t seem to get enough of the nation, from thriving capital Lisbon to the sun-drenched shores of the Algarve. Portugal also showed the world that it knows how to throw a party when it hosted the Eurovision Song Contest in May.

Jacindamania has gone global. This little country continues to punch above its weight, largely thanks to its charismatic prime minister Jacinda Ardern (see page 94). The left-wing leader has made a splash with a number of headline-grabbing foreign trips, which included a visit to Buckingham Palace while heavily pregnant and dressed in a Maori cloak, and months later holding her infant daughter at the UN General Assembly meeting.

But it’s not just photo ops: New Zealand has boosted its foreign-aid spend by almost a third, with funds primarily going to the South Pacific region. The move was designed to counter China’s influence and came at a time when Australia was scaling back its foreign aid. The result? All win for New Zealand.

Political stability has often been a problem for Italy at home and this year proved no exception. The country’s new Eurosceptic, anti-immigration leaders haven’t been doing it any favours on the world stage: soon after coming to power they turned away a migrant ship carrying hundreds of refugees; since then deputy PM Matteo Salvini has made a steady succession of headlines for his anti-immigration rhetoric.

Yet Italy has weathered controversial political leaders in the past. In spite of who’s at the helm, the nation’s culture and cuisine continue to give it a good name. Meanwhile, Milan is making its pitch to woo businesses spooked by Brexit and international events from Salone del Mobile to the Venice Biennale continue to draw crowds from all over the world.

Despite the political turmoil over the Catalan independence referendum in 2017, tourists are still champing at the bit – not to mention the jamón – when it comes to visiting Spain to experience its nightlife and art offerings. Last year it was the second most visited country in the world.

The new prime minister, Pedro Sánchez, has proved he’s more serious about diplomacy than his predecessor. In fewer than six months on the job, the 46-year-old politician has made a concerted effort to get face time with counterparts around the world including Emmanuel Macron, Evo Morales and Justin Trudeau. It’s a promising indication that the leader will be just as concerned with foreign relations as he is with internal ones.

Danish design is still the byword for cool, the country is still a superstar when it comes to churning out extraordinary TV dramas and its quality of life continues to set it apart. Copenhagen – a staple top contender in our Quality of Life survey – is the birthplace of New Nordic cuisine and is attracting more tourists than ever. But it hasn’t been completely rosy at home this year. A burqa ban led to protests and negative headlines around the world. Diplomacy abroad has been better. For a country of its size, Denmark has an ample number of embassies and consulates. It was also the first to appoint a technology ambassador to Silicon Valley.

South Korea got an early start on splashy diplomacy this year, as Pyeongchang played host to the Winter Olympics in February. The nation’s athletes performed capably, coming in seventh on the medal table. But the real story was the soft-power successes, like when the athletes from both North and South Korea walked the opening ceremony together. That set the stage for South Korea’s next victory where president Moon Jae-in navigated several historic meetings with Kim Jong-un. Moon has largely been viewed as the mediator between North Korea’s dictator and Donald Trump but his ability to steer through the first steps toward tentative peace on the peninsula was widely applauded.

The European home to the likes of Netflix and Nike, the Netherlands is a country that is open for business. Progressive policies, excellent universities and an innovative technology sector hit all the right notes. The Hague continues to resonate around the world as the home of international justice while Amsterdam’s art and culture offerings are top-notch. The Netherlands has been at the forefront of water diplomacy: it appointed the world’s first diplomat focused solely on water in 2015. Dutch icons from Philips gadgets to tulips and bicycles continue to charm.

Finland is a nation that tends to fly under the radar when it comes to soft power, at least compared to neighbouring Sweden. But playing host to one of 2018’s most publicised political powwows – between Donald Trump and Vladimir Putin – allowed the Finns to flaunt their feathers on the diplomatic world stage. More quietly, the country’s education system is excellent, while sauna diplomacy – which Finnish ambassadors regularly partake in – is a brilliant way to remove barriers. And though Sweden may protest, Finland still lays the best claim to Santa Claus.

From awarding the Nobel Peace prize to actively brokering peace deals around the world, Norway plays a pretty strong hand in the soft-power stakes. But while it achieved soaring success with its involvement in negotiating the Farc peace deal, it has recently gone quiet at a time when bringing people to the table would be especially useful. Still, prime minister Erna Solberg has done much to bolster her nation’s image, particularly when it comes to forging ties. She was honoured with the Global Citizen award by the Atlantic Council for her commitment to international development.

There aren’t many nations that invest in soft power as vigorously as China. From the rapid expansion of Confucius Institute, its cultural and language centres, to the growing Belt and Road Initiative that sees it building infrastructure around the globe, money is being used to buy goodwill and influence. Yet some of China’s manoeuvres have been met with suspicion; the aggressive approach chimes a little too closely with its approach to military power. But it’s the less insistent means of soft power – from panda diplomacy to tourism – that China does well.

It’s a boon and burden to Belgium that Brussels is the capital of both the country and Europe. The nation benefits from hosting this seat of power but it also must deal with being associated with stifling red tape. This year saw the EU go head to head with the UK in Brexit talks in a series of high-profile meetings in Brussels. (Neither side can claim that they’ve gone well.) But Belgium is also home to Nato and Tintin, which are less fraught soft-power assets. Its football team also put in a thrilling showing at the World Cup, coming in third place.

The Lion City has long been a bustling business hub that attracts players from around the world; the top-notch airport and first-rate F&B scene also help in that regard. But this year saw the city-state take a more formal role on the diplomatic stage. First, Singapore took up the chair of Asean for 2018, hosting two summits for the organisation that’s made up of Southeast Asia’s power players. What’s more, the island’s safe and secure reputation got a boost as it hosted an historic meeting between Donald Trump and North Korea’s Kim Jong Un.

The Republic of Ireland continues its march of progress: after legalising same-sex marriage in 2015, the country voted to legalise abortion in 2018. Though domestic, both of these policies have worked to signal that the conservative Catholic country is at last becoming socially progressive. Then there’s taoiseach Leo Varadkar, who continues to charm on the world stage while also playing a central but calm figure in the tricky Brexit negotiations between the UK and the EU. The economy is doing well and, as ever, the vast diaspora is still enthusiastically promoting Irish culture abroad.

The country continues to draw millions of tourists who are eager to take in the culture, cuisine and Alpine countryside. Few cities tick the quality-of-life boxes – think clean streets, verdant parks and thriving cafés – like Vienna. Yet Austria has hit a diplomatic rough patch as the country’s right-wing coalition government turns increasingly inward. Anti-immigrant and anti-EU attitudes have thrived, both in and out of government. Meanwhile, as Chancellor Sebastian Kurz has criticised longtime allies such as Germany, the foreign minister’s friendship with Vladimir Putin has raised eyebrows.

India is a country plagued with systemic problems: mass poverty, widespread corruption and horrific levels of violence against women. And yet several of its soft-power strengths have managed to penetrate anyway: yoga is mainstream worldwide, tourism is on the up and its films and food have global appeal. Then there’s the country’s space programme, which is gaining traction. And this year India snagged a bit of global prestige in the form of the Pritzker prize, which for the first time was awarded to an Indian architect, BV Doshi.

This year has not been an easy one for Brazil: political scandals continue and a far-right president was elected to the dismay of numerous people around the world. After hosting the World Cup in 2014, Brazil’s football team failed to advance past the quarter finals at this year’s event – a tough hit for the nation. But, dicey politics and sporting snafus aside, Brazil’s brilliant beaches and arresting architecture continue to resonate. The country is also making a name for itself with its slick horror flicks, such as As Boas Maneiras (Good Manners).