When Tony Stark uses a Chinese smartphone, China's clout in Hollywood becomes crystal clear. In "Captain America: Civil War," the billionaire hero who builds his own hologram interfaces and super suits chooses to wield a transparent concept phone by Vivo, a brand sold only in China. It's just the latest example of how Hollywood is appealing to China in the midst of a major box office boom.

The Old World is losing its “soft power”, its positive radiance and magnetism, as the support for the so-called “Brexit” becomes the symbol for the fear and rampant populism across the Continent. The Portland think tank’s “Soft Power Index” this year also found signs of Europe’s slide. The US has replaced Britain at the top and Germany has fallen from second to third place. And Canada bumped France down to fifth place.

When the argument is made about global power shifting from West to East, it is primarily based on Asia's remarkable economic rise, although China's steady build-up of military and naval capability is also regularly cited. But a new authoritative study suggests that it is not just in hard but also soft power where Asia is fast making gains.

China's media is increasingly broadcast around the world, yet the Asian country's state-controlled media is still regarded as lacking credibility compared to other international news organizations. [...] China expanded its media, Zhang adds, to improve its negative image propagated by the Western media.

India’s Prime Minister Narendra Modi assumed office in May 2014. [...] His political mandate to foster economic growth has become a tool to reach out to the international community and, simultaneously, to reshape India’s image. His interactions with political leaders from other countries have generally increased global interest in India and gained favourable comment in the foreign press.

Chinese influence in Australia is growing across a broad front, from political donations to Confucius Institute teachings in primary schools and university institutes funded from Beijing. These continuing efforts to spread soft power have found a new friend, with an announcement that content from Chinese newspapers and wires will run in Australian media and on the Sky TV cable television channel.

Anticipating criticism about including a country like Russia in the top-30, the report’s authors claimed that Moscow’s role in combatting ISIS – as well as the fact that it didn’t advance its position any further into Ukraine – appeared to help international perception. “Russia performed markedly better on the international polling in 2016, compared with 2015,” the report’s authors noted.

Most countries in the Americas still approach global and regional geopolitics through the realist prism, underpinned by a Westphalian view of international relations. It’s therefore no surprise that the great majority of Latin American foreign ministries do not consider that the ability to attract, coax, and persuade stems from soft power. Given this, brand or mission statement will not alter fundamental geopolitical or diplomatic circumstances.