For all the merits of Emily in Paris, you wouldn’t expect the French President to be among its fans. Yet Emmanuel Macron has laid his cards on the table, and made a very public plea to the show’s creators: keep Emily in Paris, and away from Rome.
The intervention by a world leader in this frothy Netflix show might seem a bit odd, and fairly low down on the President’s list of priorities. But aside from his own personal interests, it reflects the growing influence of what’s known as ‘soft power’. Today more than ever, the influence of a show like Emily in Paris goes beyond positive PR—and into a wealth of benefits for the whole French economy.
What is soft power?
Soft power is the ability of a country to influence people through factors such as its cultural appeal, values, and ideologies. This contrasts with the idea of “hard power,” which relies on military or economic force to exert influence. Soft power is a way that countries can increase their influence more subtly (or even unintentionally), winning people over by projecting a positive image of the country and its people.
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When countries wield soft power, they’re looking to shape people’s preferences, and set global trends. Things like a country’s cultural exports – such as movies, music, fashion, food, and even language – can build a more positive image of a nation, as well as grander ideas like its political ideals and diplomacy. When other nations or people adopt or admire these cultural elements, it increases the influence of the country that created them.
The ‘Emily in Paris’ effect
France is a prime example of a country that has mastered the use of soft power. Its art, cinema, fashion, and cuisine have long shaped global tastes, while its historical commitment to values like liberty, equality, and fraternity resonates with people worldwide. When people visit France, buy French products, or consume French media, they are engaging with the country’s soft power.
When Emily in Paris premiered in 2020, it quickly became a global hit, presenting a charming -–if deeply stereotypical-–portrayal of Parisian life through the eyes of a young American. The show was not particularly beloved in France, where the kindest reviews painted it as compelling nonsense. Outside of the country, however, it was the most watched show on Netflix in 2022, and continues to be popular today. As a result, the wave of interest it created in French culture (and Paris particularly) has been substantial.
The picturesque streets, elegant cafés, and iconic landmarks featured in the series have all served to ignite a renewed curiosity about Paris. The ‘City of Light’ has long been the most visited city in the world, but the particular romanticism of the show has seen a surge in tourism, visiting the sights on screen, and hoping to soak up the Parisian atmosphere. It’s a reminder that, no matter how trivial the product might be seen as, entertainment media can be a powerful tool for shaping the way people perceive and engage with a country. In fact, a 2021 report showed that Paris saw a rise in American tourists specifically mentioning Emily in Paris as their inspiration for visiting.
The impact of French soft power
For businesses in France, especially in the hospitality, fashion, and luxury goods industries, the show provided an unexpected boon. Hotels, restaurants, tour guides, and local boutiques catering to these international visitors witnessed an uptick in demand. The allure of experiencing "Emily’s Paris" encouraged spending on everything from croissants to couture, with many tourists wanting to emulate the glamorous lifestyle showcased in the series.
This form of influence isn’t just about reputation—it has real economic impact. When a TV show like Emily in Paris popularises Parisian culture, it draws tourists to the city. When French fashion brands are admired globally, they boost the country’s economy. Soft power, in this way, serves as a bridge, connecting cultural admiration with economic and political influence.
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The UK and US have an ingrained advantage in projecting soft power due to English being the lingua franca, meaning that it’s easier to export music, movies, books, and other media across the world. But France isn’t lacking for French speakers around the world either—and in Emily in Paris, the country has found a way to accrue soft power on a global scale. With audiences being increasingly willing to watch subtitled content, shows like Lupin have also been able to break down this barrier, and allow French-language content to engage with more people around the world.
Turning soft power into hard profit
The success of Emily in Paris is just one example of how soft power can translate into tangible economic benefits. But as impactful as it’s been in recent years, France’s soft power extends well beyond one Netflix show. The country’s history of cultural exports in film, music, fashion, and gastronomy has long contributed to its global reputation and attractiveness:
1. The power of film and TV
Hollywood is no stranger to promoting tourism through film, and France has been a key beneficiary of this trend. Movies like Midnight in Paris, Hugo, and Amélie similarly drew international audiences to Paris, eager to experience the city as seen on screen.
For businesses, leveraging the exposure brought by these films can lead to collaborations with the entertainment industry, whether that’s hosting themed events (ideally better than the disastrous Willy Wonka experience!), creating experiences linked to popular media, or partnering with production companies for unique promotions.
2. Fashion and celebrity influence
France’s status as a fashion capital is another pillar of its soft power. Every year, Paris Fashion Week draws global attention, and influences fashion trends worldwide. French fashion houses from Chanel to Louis Vuitton aren’t just selling products, but reinforcing the very concept of French elegance and sophistication. Celebrities or influencers showcasing French brands or making appearances in the country is great for business, but it also elevates other companies by promoting France more generally.
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Businesses across a range of industries can take advantage of this influence, either directly or indirectly. Direct engagement might mean aligning with global fashion trends, tailoring advertising during fashion events, or even collaborating with influencers to attract a younger and more engaged audience; while an indirect approach might be to lean into ideas about France, and emphasise the luxury and exclusivity of your products.
3. Music and entertainment
French music, cinema, and arts are more than just cultural expressions—they’re economic assets. Artists from Daft Punk to Aya Nakamura have achieved global recognition, reinforcing France’s image as a hub of creativity, and showcasing its modern and vibrant culture. Festivals like Cannes or the Francofolies showcase not only give a spotlight to local talent, but also foster international collaborations, drawing artists, producers, and investors from around the world.
For businesses, sponsorship or involvement in events like these can be a major source of brand exposure. Even outside of the big events, however, collaborating with local artists or participating in creative festivals can help to build brand identity—applying France’s creative power to energise and advertise your business.
How businesses can capitalise on soft power
For entrepreneurs in France, it’s always worth considering France’s broader cultural capital, and looking for ways that this can benefit your business. There are a number of strategies businesses can adopt to tap into this soft power:
- Tailor your marketing. The ‘Made in France’ tag is much vaunted, and can be difficult to acquire, but your marketing can still reflect the strengths of your French business. Collaborating with influencers can help to reinforce this, amplifying your brand’s reach and creating a narrative that aligns with French culture. For more in-depth information, take a look at our article How to market your business in France
- Offer unique cultural experiences. Whether you’re running a restaurant, a boutique hotel, or a retail store, creating a physical and digital experience that reflects France’s cultural charm can attract international visitors, who want to immerse themselves in something authentically French.
- Harness international events. France is home to some of the world’s most prestigious cultural events, from Cannes to the Paris Air Show. Businesses can sponsor, participate, or offer promotions during these events to attract an engaged audience, and trade on the capital built up by these brands.
- Engage with online audiences. The popularity of Emily in Paris is the tip of the iceberg when it comes to the online audience’s demand for French content. Creating digital campaigns, bespoke products, or seeking influencer collaborations around hit new French media can help you to reach a global audience.
France’s soft power is a valuable asset for the country’s economy, especially in the areas of tourism, fashion, and culture. Shows like Emily in Paris may be just one piece of the puzzle, but they exemplify how a nation’s cultural output can have far-reaching economic impacts.
For businesses, understanding how to harness this influence—whether through partnerships, branding, or events—offers a unique opportunity to grow and thrive in a global market where perception and experience are key. By tapping into France’s global appeal, you can ride the wave of soft power to attract new customers, foster international relationships, and ultimately make your own contribution to the country’s continued economic success.
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