Content creators have already understood that reputation can be worth as much as soy or ore. In 2024, the creative economy moved $ 1.5 trillion worldwide, according to the automotive industry.
This amount already represents 3% of Global GDP, and much comes from intangible assets: public personalities capable of shaping perceptions about countries, acting as a soft power cultural.
The dimension of this scope is expressive. Neymar, Anitta, Ronaldinho, Whindersson Nunes and Maisa add more than 500 million followers on Instagram, just over twice the Brazilian population (, 203 million). And it’s not just a domestic audience.
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Data from show that in 2024, 38% of searches By “Anitta” they came from outside Latin America, while Neymar’s name generates more research in the Middle East than Brazil itself. Anitta, alone, has already been headliner In 11 countries in less than two years, with live broadcasts that exceeded 20 million viewers worldwide.
This global presence is already used strategically by other countries. The South Korea quotes as an example of coordinated policy: K-pop generated $ 10.2 billion in external revenues in 2023, with the music responding by 27% of cultural exports and helping to boost sectors such as cosmetics and electronics.
There are even industrial estimates of economic overflow: it reports that each US $ 100 million more in exports of K -POP are associated with US $ 2.2 billion Additional sales of consumer goods, such as electronics and cosmetics. Qatar the year following the World Cup, supported by campaigns that used international celebrities, and this increase meant additional $ 4.5 billion in tourist revenues.
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The effect is not just cultural. He moves cargo, contracts and routes.
The case of “Strawberry of Love” It is a recent proof that digital trend becomes real logistics: it has registered growth of More than 800% in the air transport of strawberries in the 1st quarter of 2025 compared to the previous year, with 41 tons in the quarter and 86 tons In the accumulated semester, according to communications and sectoral notes that reproduce data from the company. Another case was that of “Café with Cinnamon” driven by gastronomic content creators, which made the spice sales grow 320% in Brazilian marketplaces in less than 60 days.
This power is not restricted to music, sports or gastronomy. He is also political. Elon Musk, publicly criticizing Brazilian authorities in the X (former Twitter), generated more than 2.3 million mentions to Brazil in less than 48 hours, and placed the theme “Freedom of Expression” among the five most commented globally on the platform.
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Donald Trump and Alexandre de Moraes, in opposite extremes, have already used their accounts to shoot messages that repercussions in the international press: in April 2024, a sequence of Moraes posts on network regulation was cited in 150 foreign vehicles in just two days.
If this capital of influence is an asset of soft powerit needs to be treated with strategy. Today, in Brazil, it is built in a pulverized and spontaneous manner, but some countries already understand that, when well articulated, it can have lasting effects on economy, tourism and foreign trade.
The internet has the ability to move real money in a matter of hours, and behind these flows are major influencers capable of transcending their countries and dictating trends globally.
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It is not just about capitalizing clicks: it is transforming reach and credibility into coordinated international projection instruments, capable of attracting investments, giving markets and strengthening the country’s position in the world.
