Martin Gelin’s book on soft power will be published in 20 countries in 2026.

A newsletter about soft power will launch in the spring of 2026.

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Soft Power in Hard Times (Ghost)

Soft Power in Hard Times (Substack)

Praise for “Rules of Attraction: Why Soft Power Matters in Hard Times”

“A mesmerizing and informative defense of globalization and diversity.”

– Ulrika Knutsson, Dagens Nyheter

“A very exciting book”

– Morten Kjaerom, Director of the Raoul Wallenberg Institute

“In classic journalistic fashion, Gelin ventures out into the world to investigate the significance of soft power, particularly culture, in the geopolitical struggle. With a curious and critical eye, he recounts how the Gulf states are transforming oil revenue into soccer teams, museums, and art biennials, and how China is hosting the Olympics and spending billions on propaganda.”

- Aftonbladet

“He skillfully provides the reader with the keys to understanding the game behind the state-funded export of Korean culture and depicts in a gripping manner how the art world becomes a pawn in a game where Qatar and Saudi Arabia pump money into successful attempts to wash away associations with dictatorship and oppression.”

- GP

“A striking example of how soft power can play a role in security policy … His message is particularly relevant in our time, when greater focus must necessarily be placed on security policy – and also on the importance of culture in that context.”

– Svenska Dagbladet