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

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Soft Power in Hard Times (Ghost)

Soft Power in Hard Times (Substack)

Praise for the Swedish edition of “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

“Gelin investigates the significance of soft power, particularly culture, in geopolitics. With a curious and critical eye, he recounts how the Gulf states transform oil revenue into soccer teams, museums, and art biennials, and how China spends billions on propaganda.” - Aftonbladet

“He skillfully provides the reader with keys to understanding the game behind 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 repression.” - GP

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