FIFA President Gianni Infantino having the wero laid down for him during the official pōwhiri of the the FIFA Women’s World Cup™. Photo: Jonathan Kraettli
New Zealand ranks pretty highly in this year's Global Soft Power Index, but we have been better in the past, and some of our key images are aging out.
There has been increasing commentary about the United States slipping in its hold on 'soft power' - a measure of its influence and perception around the world.
But America does still beat the rest of the world on the soft power index, and even if it did not, it does not need soft power - it still rules the globe militarily, financially and culturally.
New Zealand on the other hand, without such massive resources, needs every boost it can get. We have just been ranked 25th - out of all 193 United Nations member states - in the 2025 Global Soft Power Index. While not bad, we have done better in the past - and our ranking includes reliance on some perceptions that are getting old, such as Lord of the Rings.
The movies are now nearly 25 years old but are still attracting tourists, and spawned an industry in film special effects that has done extremely well over the years, even if it is not at full power right now.
But does it matter if our image of beautiful landscapes, friendly people and good food and wine is getting old, as long as it still works?
"What we're known for, we're still doing pretty well from," says Newsroom business reporter Alice Peacock.
"If we think of dairy, if we think of wine... and there's always space to get into other big export markets where there would be more value-add for New Zealand as well.
"In terms of whether we need to be changing the perception that people have of us though, I think that's up for interpretation. We still do pretty well in terms of tourism in terms of amazing landscapes and our outdoor activities - you know, we've got these Great Walks that people travel all this way to do.
"But I think from an economic sense it would be great to have perhaps some big consumer brands or some more products which New Zealand's economy could benefit from, and that perhaps New Zealand could be put on the map from as well.
"The influence of Lord of the Rings is still there but I think it would be fair to say that it is ageing out. It was a quarter of a century ago, it would be a bit weird if it wasn't."
The Detail today also talks to New Zealand Story chief executive David Downs - it is his job to work on "Brand NZ"; to expand the country's reputation and value internationally.
He says without the budget to plaster the world with billboards, it is hard to get cut-through on the world stage.
In arts and entertainment, New Zealand is frequently seen as a scenic backdrop rather than a creative originator - despite global success stories in film, music and design.
"When you're a small country, or medium-sized like New Zealand, you have to influence through negotiation, you have to work alongside people in a different way.
"A country's soft power is actually very important... in terms of creating connections and relationships, and kind of batting above our weight. That's how we influence other countries, how we have a position or a status in the world."
Downs says our reputation as a country you can rely on is a critical part of our international relations strategy.
He believes soft power is real power.
"The world is changing though.
"I think it's pretty obvious to everyone that hard power is now back. There are wars, there are countries that are actively going away from global treaties etc. The world is tumultuous, but I'd say since the second world war and certainly in the last 20 years or so, soft power's been a very important part of the international fabric.
"It still is for New Zealand. We need to create a tight connection with the rest of the world. We need to be seen as trustworthy and respected, because we can't influence in any other way."
On the podcast Downs talks about the different factors that contribute to soft power, and why perceptions matter.
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