A country’s soft power is its ability to make friends and influence people not through military might, but through its most attractive assets, notably culture, education, language and values.
In short, it’s the things that make people love a country rather than fear it, things that are often the products of people, institutions and culture rather than governments.
1. The British Council was founded to create ‘a friendly knowledge and understanding’ between the people of the UK and the wider world.
2. The UK has unrivalled international networks and influence.