Canada is showcasing its soft power through high-profile events in Toronto and recent cultural achievements to enhance its global standing [1].
This strategic push comes as the federal government seeks to capitalize on a strong international reputation to offset a perceived decline in its diplomatic influence [2].
Toronto is currently serving as a focal point for this effort by hosting events for the 2026 World Cup [1]. By positioning itself as a welcoming and capable host for one of the world's largest sporting events, Canada aims to attract global goodwill and visibility [1].
The effort extends beyond soccer. Canada is leveraging other cultural milestones, including a recent ice-hockey victory over the U.S., to project strength and national pride on the world stage [3]. These moments of athletic success are viewed as tools for building a positive national brand that resonates beyond political corridors.
This focus on soft power is supported by data regarding how the world views the country. In 2025, Canada ranked as a co-leader in global reputation, tying with Switzerland in the RepCore Nations study [2]. This high ranking provides a foundation for the government and its cultural institutions to project influence through attraction rather than coercion.
However, the push highlights a paradox in Canadian foreign relations. While the nation remains highly admired globally, some observers said it is increasingly ignored in formal diplomatic settings [2]. The use of the World Cup and sporting triumphs represents an attempt to bridge the gap between being liked and being influential.
“Canada ranked as a co-leader in global reputation in 2025”
Canada is attempting to convert 'passive' admiration into 'active' influence. By utilizing the 2026 World Cup and sporting victories, the government is testing whether cultural prestige can substitute for traditional diplomatic leverage in an era where its geopolitical footprint is perceived to be shrinking.
