The project
A map of Brazilian soft power
Soft power is a country's ability to shape global opinion through attraction and persuasion — not coercion or force. It shows up in culture, diplomacy, business and international influence. In the Global Soft Power Index, which ranks 193 nation-brands, Brazil now sits 29th — up two places from recent years.
The days of Brazil as “just” football, samba and carnival are over. This map gathers the cultural artefacts winning hearts and minds around the world — from people and places to films, music genres, brands and institutions. More than 170 entries spanning centuries, territories and the multitude of cultures on our soil.
A robust phenomenon
Brazilian soft power is made by many hands and has huge room to grow. We haven't captured every movement — impossible for a country our size — which only underlines the richness and sheer cultural power of Brazil.
An antidote to self-doubt
Brazil is still full of inequalities — economic, racial, gender and access. The aim isn't to hide them, but to honour where we stand out and, from that strength, find the inspiration to improve what still needs attention.