The Elcano Barometer reveals Spain remains largely unknown in Asia

Eduardo González The latest Spain Image Barometer from the Elcano Royal Institute reveals that our country remains largely unknown in Asia, “which opens up ample room to increase its presence and influence in one of the most important geographical areas on the international stage.” The think tank published the thirteenth edition of its Spain Image Barometer this Thursday, February 26. This edition focuses on “Spain’s Image in Asia” and explores how citizens of Japan, South Korea, China, India, and Indonesia perceive our country. According to the study, the five countries included show a high level of unfamiliarity with Spain. In fact, almost a third of the respondents were excluded from the sample for admitting they did not have enough information about our country. Compared to other European countries, Spain occupies an intermediate position in the perceptions of the Asian societies analyzed, ranking behind Russia, Germany, the United Kingdom, the Netherlands, and France—the latter three with a long historical presence in Asia—at similar levels to Italy, and above Poland. Likewise, in the five countries analyzed, there is a clear tendency to value one's own country more than Spain, especially in China, which exhibits the highest level of national self-esteem. In Japan, South Korea, China, and India, the majority of those interviewed believe their country surpasses Spain in almost all areas evaluated, with the exception of those related to quality of life, respect for the environment, and gender equality. Indonesia considers Spain superior in general terms, highlighting aspects such as quality of life, the economy, the environment, international power, and scientific advancement. Regarding the overall assessment of public figures, King Felipe VI receives a higher average rating than the other figures evaluated, such as the President of the European Commission, Ursula von der Leyen, and the leaders of India, China, Russia, and the United States, whose president, Donald Trump, receives the lowest score. Football, bullfighting, tourism, gastronomy, and flamenco Furthermore, the study reveals that football is, by far, Spain's main symbol in Asia: nearly half of those surveyed cite it as the country's most representative feature. Bullfighting and tourism follow, and gastronomy and flamenco, particularly popular in Japan and South Korea, come in second place. The study shows, in any case, a clear generational shift. While those over 55 continue to associate Spain with stereotypes such as bullfighting and flamenco, younger generations primarily link the country with football and its tourist appeal. Tourism is the activity most associated with Spain, far surpassing any other and immediately ahead of sports, gastronomy, and cultural production—with painting and literature ranking highest. In contrast, political life and the technical and scientific level occupy the lowest positions in the perception of those surveyed. Furthermore, the quality of products manufactured in Spain receives lower ratings than other aspects of the country, such as tourism and culture. The Barometer thus highlights an area for improvement: enhancing the international standing of "Made in Spain." In the countries analyzed, Spanish products compete at a disadvantage against those from other major economies in key sectors such as olive oil, which lags behind Italian olive oil, fashion, and household appliances. In this context, Zara stands out as the best-known Spanish brand in the five markets studied among those suggested to respondents, followed by Chupa Chups and LaLiga. Spain and Europe on the Asian geopolitical stage According to the study, the US remains the preferred ally in countries like Japan and South Korea, while China and India identify Russia as their main strategic partner. In Indonesia, citizens are similarly oriented toward China and Russia, with Japan in third place. In this scenario, the European Union takes a back seat: only 28 percent of respondents mention it as their preferred primary or secondary ally, with particularly low support among younger generations. Faced with the rivalry between the US and China, the majority opinion in all the countries analyzed is neutrality. The United Kingdom is considered the European country with the greatest international influence, followed by Germany and France. Spain appears in fourth place, with an influence considered similar to that of Italy and greater than that of Poland in all aspects analyzed. "The study shows, therefore, that trade, cultural, and people exchanges between Spain and Asia remain limited," the Elcano Royal Institute emphasizes. “As a result, our country remains relatively unknown and its influence in the region is still limited,” but “this situation also opens up opportunities: Spain and Europe can strengthen their presence in Asia, boost their economic and cultural projection, and establish stronger strategic relationships in one of the world’s most important regions,” it adds. Strategy for Asia and the Pacific The Barometer was published just one week after the presentation of the new Spanish Strategy for Asia and the Pacific 2026-2029, which was approved on December 9 by the Council of Ministers. During the event, held last Friday, February 20, at the Casa Asia headquarters in Barcelona, the Minister of Foreign Affairs, José Manuel Albares, stated to the Asian ambassadors accredited to Spain that the strategy’s objective is to strengthen Spain’s presence in a region of the world that constitutes “the new center of gravity of international relations” and that “is absolutely crucial, due to its economic and demographic weight, its geopolitical projection, and its cultural richness, for Spain’s foreign policy.” He also specified that “the strategy includes particular attention to specific countries and regions, such as China, Korea, Japan, India, and Central Asia, where we want to further increase our presence,” and announced the creation of “an inter-ministerial commission, for the first time in the history of our foreign policy, dedicated to Asia-Pacific affairs.”

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