The concept of state power has been redefined nowadays when compared to past centuries. It is no longer exclusive to the ability of a state to wage wars and impose sanctions, but rather by its capacity to achieve its desired goals through other means. Although resorting to violence and other negative elements, may increase the prestige of the state or its deterrent capacity; they do not necessarily render it loved or respected. Hence the concept of soft power that uses positive attraction and persuasion to achieve foreign policy goals. It eschews traditional foreign policy tools of “carrot and stick”, but instead seeks to achieve influence through network-building, delivery of compelling narratives, international rule-making, and innovation in the use of the resources that naturally make a country attractive.

According to its first theorist, Joseph Nye, soft power is based on three dimensions: political values, culture, and foreign policy, and is typically inferred through many elements.

Recently, the United Arab Emirates recorded remarkable progress in this field, as it advanced five places in the “Brand Finance” classification, to rank tenth in the world and first in the Middle East. The company responsible for this classification described it as “the star of the season.” The UAE was distinguished by its influence in international diplomatic circles and the radiance that marked its organization of the Dubai Expo. In addition, its described “generosity” and willingness to participate generously in all humanitarian and environmental campaigns and initiatives, and its quick response to the “Covid-19” pandemic, also contributed to its promotion. Observers also pointed to other elements, including the Hope Probe project and the country’s winning of hosting the “COP 28” climate summit.

In short, our country continues to progress at all levels, and it seems that the entire world is celebrating and appreciating this, as it views our country as a “star” among nations, radiating culture, humanity, and innovation. This, in brief, is our soft power that opens the doors of the impossible before us.