Madeleine King, Gordon Flake, Elena Douglas, Milly Main, Tom Harper, Caitlin Perry

Organisation and country:

Perth USAsia Centre, Australia


Knowledge Society developed this infographic for the Perth USAsia Centre with designers TOMD and Setsquare Studio. It charts the desirability of eighteen Indo-Pacific countries located in the four-hour time window we call ‘The Zone’. Sixty per cent of the world’s population and the nations that promise the greatest economic growth in the twenty-first century inhabit this region.

The diagram maps positive and negative factors – attractions and detractions. The positive side of the ring comprises three concrete measures of attractiveness – international students, international tourists and permanent migrants – and creativity used as a proxy for a fourth, liveability. The negative side of the ring comprises four measures universally recognised as undesirable – homicide as a measure of violence; slavery; corruption and capital punishment.

Each country in the Zone is ranked according to these eight measures. The result is a map of the desirability of nations; dots for each country connect to form a shape. On the right, each country’s mini-map replicates this shape. Peruse these mini-maps for a collective impression of each country’s pulling power. A left-weighted shape means a country is less desirable, and vice versa.

This graphic was distributed at the 2014 In the Zone conference at the University of Western Australia, a forum for business, policymakers and researchers. It features in a master report, Smart Power: A new narrative of prosperity, persuasion and projection in the Zone, which analyses eighteen countries using Joseph Nye’s framework of ‘hard’ and ‘soft’ power.


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