Bahrain’s leap into the world’s top 50 on the 2023 Brand Finance Global Soft Power Index signals fresh leverage for founders looking to court investors, customers and talent.
The index, built on surveys of 110,000 people across 100 countries, measures how nations influence others through reputation, culture and economic openness. Bahrain climbed 18 spots to 50th, while its brand value rose 16 per cent to US $27 billion. Scores improved across business and trade (4.5), sustainability (4.4) and international relations (4.1) — themes that directly affect market access and capital flows for local startups. In practical terms, stronger soft power can shorten due-diligence cycles, attract global mentors and boost tourism-driven demand that many Bahraini SMEs rely on.
Brand Finance notes that countries with high familiarity and trust draw more foreign investment; for founders eyeing Series A or cross-border pilots, that halo can translate into warmer investor rooms and lower customer-acquisition costs. The timing aligns with Bahrain’s push to deepen its startup pipeline via new sector sandboxes, Tamkeen wage supports and the Economic Development Board’s deal-making roadshows. It also positions the kingdom to tap regional mega-events (COP 28, Expo legacies) where soft-power currency matters. Analysts credit the rise to proactive diplomacy, cultural exchanges like Pope Francis’ visit and ongoing narratives of tolerance — storylines startups can echo when marketing to global partners.
“Bahrain has been focusing its foreign policy on developing its reputation as a land of tolerance and peaceful coexistence… This progress is reflected in the soft power index.”
Founders can harness the new ranking in pitch decks and outreach to underline Bahrain’s growing credibility as a springboard for regional scale.
