The Global Culture Index (GCI) has been created with the intention of building bridges between nations. With our global research, we explore how we each understand and value our diverse cultures. Developed by The Riyadh Center for Research and Studies, in collaboration with Axia Origin Ltd, the GCI is offered to the world to enable cross cultural understanding and prosperity for all. Ultimately our mission is to encourage cross cultural learning and dispel misconceptions.

Index Overview We have used scientific best practice to develop a whole new measurement system for understanding cultural perceptions. Edition 1 of the GCI was launched in 2025.

50 countries to build edition 1

21 languages to engage people in their native tongue

37,500 people surveyed globally

7 dimensions to consider diverse aspects of culture

3 components that consider past, present and future time horizons.

countries

languages

surveyed

dimensions

components

Dimensions Cultural Heritage The customs, traditions beliefs, artefacts and practices that are inherited from past generations and define a community’s identity and history. Celebrating traditional holidays, partaking in traditional festivals, visiting ancient or historical sites, wearing traditional clothing, artisanal practices, folk practices such as folk medicine and spiritual practices and rituals. Natural Heritage The bond and respect humans have for the natural world, including ecosystems, animals, and landscapes, often shaped by cultural values and traditions. Horticulture, visiting places of natural beauty, participating in conservation efforts of the local ecology and wildlife, using natural remedies, practicing sustainable living in harmony with nature, and practices centred around wildlife, such as falconry and horse riding. Linguistic Arts
and Literature The use of language for communication, storytelling, and artistic expression, often encompassing written and spoken words, poetry, stories, and other literary forms. Reading books, storytelling and its oral traditions, studying or celebrating literary figures, engaging with folklore and mythology, reading or reciting poetry, and engaging in the study and expression of language and dialects. Visual and
Performing Arts Forms of creative expression in both formal and informal settings involving visual arts (like painting, sculpting, architecture, handcraft) and performing arts (like music, dance, theater), which convey emotions and ideas. Architecture and design, playing musical instruments, attending concerts, musical or dramatic performances, visiting art galleries or exhibitions, engaging in arts such as singing, dance, painting, sculpture, street art, or handcrafts such as mask-making and puppetry. Media and Entertainment Forms of communication which are created for enjoyment, knowledge sharing and cultural expression, including television, movies, music, and digital media. Watching TV shows and films, reading newspapers, journals and magazines (including comics), listening to music or radio, creating and listening to podcasts, playing video games, sharing memes online, engaging in fashion, and engaging with social media such as YouTube, Facebook and TikTok. Cuisine The art and practice of preparing, cooking, and consuming food, often influenced by cultural traditions, ingredients, and cooking techniques. Cooking family recipes, dining at restaurants, eating street food, buying ingredients and meals at food markets, sharing family meals, eating at local festivals, celebrations and community gatherings, and participating in cooking classes. Sports and Recreation Watching, playing and taking part in physical activities, games, and hobbies that people engage in for leisure, competition, exercise, and social interaction. Mainstream sports which may be played at the national and international stage, such as football and basketball; sports and activities which have local or cultural significance, such as kite-flying, martial arts, and wrestling; indigenous or traditional games, activities such as running, swimming and aerobics; mental games such as card games, chess, checkers, backgammon and mahjong.

Components Past Past measures the gap between ‘Self Perception’ responses for any country and ‘External Perception’ responses from all other countries, for the past component only. This is a measure of how well understood a country is, in its attitudes towards culture from a past / historical perspective. The country ranked 1 is the most understood relative to others, whereas the country ranked 50 is the least understood relative to others. Present Present measures the gap between ‘Self Perception’ responses for any country and ‘External Perception’ responses from all other countries, for the present component only. This is a measure of how well understood a country is, in its attitudes towards culture from a present / daily experience perspective. The country ranked 1 is the most understood relative to others, whereas the country ranked 50 is the least understood relative to others. Future Future measures the gap between ‘Self Perception’ responses for any country and ‘External Perception’ responses from all other countries, for the future component only. This is a measure of how well understood a country is, in its attitudes towards culture from a future / younger generations perspective. The country ranked 1 is the most understood relative to others, whereas the country ranked 50 is the least understood relative to others.

Index Guide Through our GCI global survey we have amassed a significant dataset involving 37,500 people in 50 countries. The core outputs are available in this website for you to engage with. You can find a brief description below for each of the metrics. It is our intention to release further data, insights and reports over time. The next edition of the GCI will be released in 2027.

Million Data Points

people

countries

Perception Gap Index The "Perception Gap" measures the gap between "Self Perception" responses for any country and "External perceptions" from all other countries. This is a measure of how well understood a country is, in its attitudes towards culture. A higher rank (out of 50) indicates that a country is more well understood by the rest of the world. Self Perception "Self Perception" measures the extent to which people in each country place significance on their own culture. It is presented here across cultural and temporal dimensions. A higher rank (out of 50) indicates that a country places high significance on its culture. External Perception "External Perception" measures how strongly a country is perceived to place significance on its own culture by all other countries. It is presented here across cultural and temporal dimensions. A higher rank (out of 50) indicates that a country is perceived, by those outside it, to place high significance on its culture. Overlap "Overlap" measures the ‘alikeness’ of countries in their Self Perception. It allows us to measure how similar countries are in their attitudes towards culture – how closely they overlap. Two countries may have rated how they value aspects of their culture is a very similar way, yet the experience of their two cultures could be very different e.g. Cuisine – the ingredients and the way they cook or Natural Heritage - the landscape of the natural environment. Direction The "directions of perception" measures the extent to which countries have overestimated or underestimated their perception of how a nation values its culture.

The blue line demonstrates the selected country’s self-perception – how much significance they place on their own culture. The external perception of that selected country is then mapped for each nation.

A positive value (above the blue line) means that those countries have overestimated how much significance that country places on its culture.

A negative value (below the blue line) means that those countries have underestimated how much significance that country places on its culture.

Global Culture Index Data Explorer

Global Perception Gap Index

Cuisine Perception Gap Index

Cultural Heritage Perception Gap Index

Linguistic Arts & Literature Perception Gap Index

Media & Entertainment Perception Gap Index

Natural Heritage Perception Gap Index

Sports & Recreation Perception Gap Index

Visual & Performing Arts Perception Gap Index

Past Perception Gap Index

Present Perception Gap Index

Future Perception Gap Index

Perception Gap Index The Global Perception Gap measures the gap between ‘Self Perception’ responses for any country and ‘External Perception’ responses from all other countries. This is a measure of how well understood a country is, in its attitudes towards culture. The country ranked 1 is the most understood relative to others, whereas the country ranked 50 is the least understood relative to others.

Cuisine Perception Gap Index The Cuisine Perception Gap measures the gap between ‘Self Perception’ responses for Cuisine for any country and ‘External Perception’ responses for Cuisine from all other countries. This is a measure of how well understood a country is, in its attitudes towards Cuisine. The country ranked 1 is the most understood relative to others, whereas the country ranked 50 is the least understood relative to others. For the purposes of this Index, Cuisine is the art and practice of preparing, cooking and consuming food, often influenced by cultural traditions, ingredients and cooking techniques.

Cultural Heritage Perception Gap Index The Cultural Heritage Perception Gap measures the gap between ‘Self Perception’ responses for Cultural Heritage for any country and ‘External Perception’ responses for Cultural Heritage from all other countries. This is a measure of how well understood a country is, in its attitudes towards Cultural Heritage. The country ranked 1 is the most understood relative to others, whereas the country ranked 50 is the least understood relative to others. For the purposes of this Index, Cultural Heritage is the customs, traditions, beliefs, artifacts and practices that are inherited from past generations and define a community’s identity and history.

Linguistic Arts & Literature Perception Gap Index The Linguistic Arts & Literature Perception Gap measures the gap between ‘Self Perception’ responses for Linguistic Arts & Literature for any country and ‘External Perception’ responses for Linguistic Arts & Literature from all other countries. This is a measure of how well understood a country is, in its attitudes towards Linguistic Arts & Literature. The country ranked 1 is the most understood relative to others, whereas the country ranked 50 is the least understood relative to others. For the purposes of this Index, Linguistic Arts & Literature is the use of language for communication, storytelling, and artistic expression, often encompassing written and spoken words, poetry, stories and other literary forms.

Media & Entertainment Perception Gap Index The Media & Entertainment Perception Gap measures the gap between ‘Self Perception’ responses for Media & Entertainment for any country and ‘External Perception’ responses for Media & Entertainment from all other countries. This is a measure of how well understood a country is, in its attitudes towards Media & Entertainment. The country ranked 1 is the most understood relative to others, whereas the country ranked 50 is the least understood relative to others. For the purposes of this Index, Media & Entertainment is forms of communication which are created for enjoyment, knowledge sharing and cultural expression, including television, movies and digital media.

Natural Heritage Perception Gap Index The Natural Heritage Perception Gap measures the gap between ‘Self Perception’ responses for Natural Heritage for any country and ‘External Perception’ responses for Natural Heritage from all other countries. This is a measure of how well understood a country is, in its attitudes towards Natural Heritage. The country ranked 1 is the most understood relative to others, whereas the country ranked 50 is the least understood relative to others. For the purposes of this Index, Natural Heritage is the bond and respect humans have for the natural world, including ecosystems, animals and landscapes, often shaped by cultural values and traditions.

Sports & Recreation Perception Gap Index The Sports & Recreation Perception Gap measures the gap between ‘Self Perception’ responses for Sports & Recreation for any country and ‘External Perception’ responses for Sports & Recreation from all other countries. This is a measure of how well understood a country is, in its attitudes towards Sports & Recreation. The country ranked 1 is the most understood relative to others, whereas the country ranked 50 is the least understood relative to others. For the purposes of this Index, Sports & Recreation is watching, playing and taking part in physical activities, games and hobbies that people engage in for leisure, competition, exercise and social interaction.

Visual & Performing Arts Perception Gap Index The Visual & Performing Arts Perception Gap measures the gap between ‘Self Perception’ responses for Visual & Performing Arts for any country and ‘External Perception’ responses for Visual & Performing Arts from all other countries. This is a measure of how well understood a country is, in its attitudes towards Visual & Performing Arts. The country ranked 1 is the most understood relative to others, whereas the country ranked 50 is the least understood relative to others. For the purposes of this Index, Visual & Performing Arts is forms of creative expression in both formal and informal settings involving visual arts (like painting, sculpture and handcraft) and performing arts (like music, dance, theatre), which convey emotions and ideas.

Perception Gap Index - Past The Perception Gap Index - Past measures the gap between ‘Self Perception’ responses for any country and ‘External Perception’ responses from all other countries, for the past component only. Questions in the global survey for the Past component relate to valuing historical and traditional aspects. This is a measure of how well understood a country is, in its attitudes towards culture from a past / historical perspective. The country ranked 1 is the most understood relative to others, whereas the country ranked 50 is the least understood relative to others.

Perception Gap Index - Present The Perception Gap Index – Present measures the gap between ‘Self Perception’ responses for any country and ‘External Perception’ responses from all other countries, for the present component only. Questions in the global survey for the Present component relate to valuing aspects of culture in daily lives. This is a measure of how well understood a country is, in its attitudes towards culture from a present / daily experience perspective. The country ranked 1 is the most understood relative to others, whereas the country ranked 50 is the least understood relative to others.

Perception Gap Index - Future The Perception Gap Index - Future measures the gap between ‘Self Perception’ responses for any country and ‘External Perception’ responses from all other countries, for the future component only. Questions in the global survey for the Future component relate to the perception of what younger generations will value in the future. This is a measure of how well understood a country is, in its attitudes towards culture from a future / younger generations perspective. The country ranked 1 is the most understood relative to others, whereas the country ranked 50 is the least understood relative to others.

Country Focus

Perception Gap Index by Dimension Comparing (blue) and the global average (purple gradient)

Perception Gap Index by Component Comparing (blue) and the global average (purple gradient)

Self Perception Scores by Dimension

This radar diagram illustrates the relative position for each dimension. The lowest scores are in the centre of the radar diagram. The highest scores are at the outer edge of the radar diagram.

Self Perception Scores by Component

This radar diagram illustrates the relative position for each component. The lowest scores are in the centre of the radar diagram. The highest scores are at the outer edge of the radar diagram.

External Perception Scores by Dimension

This radar diagram illustrates the relative position for each dimension. The lowest scores are in the centre of the radar diagram. The highest scores are at the outer edge of the radar diagram.

External Perception Scores by Component

This radar diagram illustrates the relative position for each component. The lowest scores are in the centre of the radar diagram. The highest scores are at the outer edge of the radar diagram.

Overlap in Self Perception

Country, Global, Regional Self Perception

Global

Direction of Perception by Country

The blue line demonstrates the selected country’s self-perception – how much significance they place on their own culture. The external perception of that selected country is then mapped for each nation.

A positive value (above the blue line) means that those countries have overestimated how much significance that country places on its culture.

A negative value (below the blue line) means that those countries have underestimated how much significance that country places on its culture.

Comparison View

Perception Gap Index by Dimension Comparing (blue) and (purple)

Perception Gap Index by Component Comparing (blue) and (purple)

Self Perception Scores by Dimension

This radar diagram illustrates the relative position for each dimension. The lowest scores are in the centre of the radar diagram. The highest scores are at the outer edge of the radar diagram.

Self Perception Scores by Component

This radar diagram illustrates the relative position for each component. The lowest scores are in the centre of the radar diagram. The highest scores are at the outer edge of the radar diagram.

External Perception Scores by Dimension

This radar diagram illustrates the relative position for each dimension. The lowest scores are in the centre of the radar diagram. The highest scores are at the outer edge of the radar diagram.

External Perception Scores by Component

This radar diagram illustrates the relative position for each component. The lowest scores are in the centre of the radar diagram. The highest scores are at the outer edge of the radar diagram.

Overlap ranking in Self Perception

In the Overlap view the level of ‘alikeness’ in how countries value their own culture is compared. The overall Self Perception score of the chosen country (in blue) is illustrated to show how alike it is with all other 49 countries. Country 2 is the most alike and country 50 is the least alike in how they value their culture. The second selected country is highlighted in purple to demonstrate the extent of ‘alikeness’ between the two countries.

Cuisine The art and practice of preparing, cooking, and consuming food, often influenced by cultural traditions, ingredients, and cooking techniques. Cooking family recipes, dining at restaurants, eating street food, buying ingredients and meals at food markets, sharing family meals, eating at local festivals, celebrations and community gatherings, and participating in cooking classes.

Cultural Heritage The customs, traditions beliefs, artefacts and practices that are inherited from past generations and define a community’s identity and history. Celebrating traditional holidays, partaking in traditional festivals, visiting ancient or historical sites, wearing traditional clothing, artisanal practices, folk practices such as folk medicine and spiritual practices and rituals.

Linguistic Arts & Literature The use of language for communication, storytelling, and artistic expression, often encompassing written and spoken words, poetry, stories, and other literary forms. Reading books, storytelling and its oral traditions, studying or celebrating literary figures, engaging with folklore and mythology, reading or reciting poetry, and engaging in the study and expression of language and dialects.

Media & Entertainment Forms of communication which are created for enjoyment, knowledge sharing and cultural expression, including television, movies, music, and digital media. Watching TV shows and films, reading newspapers, journals and magazines (including comics), listening to music or radio, creating and listening to podcasts, playing video games, sharing memes online, engaging in fashion, and engaging with social media such as YouTube, Facebook and TikTok.

Natural Heritage The bond and respect humans have for the natural world, including ecosystems, animals, and landscapes, often shaped by cultural values and traditions. Horticulture, visiting places of natural beauty, participating in conservation efforts of the local ecology and wildlife, using natural remedies, practicing sustainable living in harmony with nature, and practices centred around wildlife, such as falconry and horse riding.

Sports and Recreation Watching, playing and taking part in physical activities, games, and hobbies that people engage in for leisure, competition, exercise, and social interaction. Mainstream sports which may be played at the national and international stage, such as football and basketball; sports and activities which have local or cultural significance, such as kite-flying, martial arts, and wrestling; indigenous or traditional games, activities such as running, swimming and aerobics; mental games such as card games, chess, checkers, backgammon and mahjong.

Visual & Performing Arts Forms of creative expression in both formal and informal settings involving visual arts (like painting, sculpting, architecture, handcraft) and performing arts (like music, dance, theater), which convey emotions and ideas. Architecture and design, playing musical instruments, attending concerts, musical or dramatic performances, visiting art galleries or exhibitions, engaging in arts such as singing, dance, painting, sculpture, street art, or handcrafts such as mask-making and puppetry.

Past Past measures the gap between ‘Self Perception’ responses for any country and ‘External Perception’ responses from all other countries, for the past component only. Questions in the global survey for the Past component relate to valuing historical and traditional aspects. This is a measure of how well understood a country is, in its attitudes towards culture from a past / historical perspective. The country ranked 1 is the most understood relative to others, whereas the country ranked 50 is the least understood relative to others.

Present The Perception Gap Index – Present measures the gap between ‘Self Perception’ responses for any country and ‘External Perception’ responses from all other countries, for the present component only. Questions in the global survey for the Present component relate to valuing aspects of culture in daily lives. This is a measure of how well understood a country is, in its attitudes towards culture from a present / daily experience perspective. The country ranked 1 is the most understood relative to others, whereas the country ranked 50 is the least understood relative to others.

Future Future measures the gap between ‘Self Perception’ responses for any country and ‘External Perception’ responses from all other countries, for the future component only. Questions in the global survey for the Future component relate to the perception of what younger generations will value in the future. This is a measure of how well understood a country is, in its attitudes towards culture from a future / younger generations perspective. The country ranked 1 is the most understood relative to others, whereas the country ranked 50 is the least understood relative to others.