U.S. Soft Power is Losing to China

R. Evan Ellis someone who has studied (and warned about) China's role in Latin America for a long time. It's very clear that he's deeply concerned about the U.S. ceding leadership to China. That's what headlines aren't catching--you get high profile "hey we pushed China out of this project" but underneath China is building very successful and lasting relationships while the Trump administration revels in bullying.

His most recent opinion piece laments the fall of the U.S. brand. A new largescale survey in Latin America demonstrates U.S. decline. It's stark:

36% of respondents identify the PRC as the best development model for their country.  The U.S., which has fallen 13 percentage points since the last time the survey was done in 2022, does not even finish second, but rather, third, behind Japan. 

Of even greater concern are the responses on which country would be the best partner for their own in specific areas.  On trade, 49% see China as the best partner, versus 26% choosing the U.S.  On digital technologies, 67% see China as the best partner, versus a mere 19% for the U.S.  In culture and education, an astounding 40% chose China, while only 18% incline toward the cradle of hot dogs, apple pie and rock-and-roll.

That's remarkable. But think about it: why would any country see the U.S. as the best partner for trade? Trump is famously fickle and unreliable, slapping tariffs when he's annoyed. And why would any country see the U.S. as best for education? The U.S. makes it very hard for foreign students to get visas and makes them afraid for their safety while they're here.

This is a big deal. It will outlive Trump and will continue even if there is a very actively pro-Latin America president. China developed it over 25-30 years.