As the contours of a renewed era of competition between great powers become more clear, soft power has emerged as an increasingly significant measure of national might. Yet soft power is not as amorphous and undefinable as was once believed. A country’s ability to attract and influence can be measured, damaged, and strengthened.

In this report, Wilson Center Fellow Irene Wu discusses why soft power matters more today than ever, and how to measure its influence on broader considerations of global geopolitics.

Click here to read the report or click here to explore a data visualization on measuring soft power by Irene Wu.