Soft power refers to the ability of a country or other organization to influence others through attraction and persuasion rather than force or coercion. The concept was developed by Harvard University professor Joseph Nye in the 1990s. Soft power allows a country to shape the preferences and attitudes of other countries without relying on military or economic pressure. In short, soft power is about winning hearts and minds through attraction and charm rather than coercion, making it an important component of modern international relations and diplomacy.

• Nye, J. S. (2004). Soft power: The means to success in world politics. PublicAffairs.