cS Brief #16: Trump 2.0 implications for EU soft power and international cultural relations strategy

The second mandate of President Trump and the MAGA movement have brought about political and cultural tensions in the transatlantic relationship, and impacted both the United States (US) and European Union (EU) soft power. In the context of negotiations of the next EU Multiannual Financial Framework (MFF) for 2028–2034, cS brief #16 makes recommendations for the upcoming EU international cultural relations (ICR) strategy. It argues that the Trump 2.0 presidency is actively dismantling key components of US soft power, traditionally rooted in cultural attractiveness and global influence.

As a result, the EU is prompted to reconsider and strengthen its own cultural and strategic positioning globally, particularly in the digital tech and AI sectors. The brief highlights the evolving balance between hard and soft power, noting the EU’s increasing investment in supranational mechanisms and defence capacities. It concludes that the preparation of a new EU ICR strategy offers a timely opportunity to redefine its approach to soft power independently from the US.

The perspectives expressed in this paper are those of the authors and do not necessarily reflect the views of any affiliated institutions.