Canada Leverages Cultural Assets to Project Global Soft Power

Canada is utilizing its global reputation and cultural symbols, including ice hockey, to influence international relations and shape global opinion [1, 2].

This strategy allows Canada to project influence as a middle power without relying on economic or military coercion. By focusing on attraction—often described in soft-power theory as "honey"—the country seeks to maintain a positive image that facilitates diplomatic goals [1, 4].

Recent data highlights the strength of this perception. Canada tied with Switzerland for the top spot in global reputation according to the 2025 RepCore Nations study ^[2]. This high ranking suggests a deep reservoir of international goodwill that the government can leverage in multilateral forums.

Cultural achievements also play a role in this strategic projection. A recent ice hockey victory over the U.S. serves as a high-profile example of Canada using sports to assert its identity and prestige on a global stage ^[3]. These moments of cultural triumph reinforce the national brand in the eyes of the international community.

However, there is a disconnect between public admiration and actual political leverage. While some reports indicate Canada is flexing its soft power to shape opinions ^[1], other analyses suggest a paradox where the country is admired globally but increasingly ignored in diplomatic circles ^[2]. This gap suggests that a positive reputation does not always translate into direct policy influence.

Despite these contradictions, the pursuit of soft power remains a core component of the Canadian approach to foreign affairs. By emphasizing values, and cultural assets, Canada attempts to maintain relevance in a geopolitical landscape dominated by larger superpowers [1, 4].