All the World's

How Shakespeare is viewed around the globe and the role his work can play to support the UK’s soft power

March 2016

To mark the 400th anniversary of his death, ‘All the World’s’ is a major report on Shakespeare’s popularity around the globe and its implications for the UK. The report shows that Shakespeare’s international popularity is very high. 78% of those questioned had experienced him and, of those, 76% liked him and 69% said they understood him and found him relevant today. Indeed, the report shows that he is now more popular in many other countries – including India, China, Brazil, Mexico, and Turkey – than he is in the UK. 

Shakespeare’s popularity is important. Over a third of those asked said Shakespeare made them more positive about the UK in general. They were more likely to want to visit as a tourist and to desire other British cultural content. The report concludes that all those involved in representing the UK and sharing its culture abroad should continue to be aware of the fact that Shakespeare is a very important icon for the UK.