A good reputation represents a great strength possessed by many countries and distinguished from their counterparts from other countries, as a good reputation makes the state safer and enhances the feeling of satisfaction with its policy among the public at home and abroad, as well as achieving sustainable growth for the state by attracting foreign investment, tourists and residents, as well as attracting resources skill people Therefore, this study aimed to know the indicators of soft power in building the reputation of the United Arab Emirates, because the Emirates is progressing in international indicators in soft power and good reputation The researcher used the survey method, adopting the content analysis tool, to analyze the publications of the UAE Ministry of Foreign Affairs and International Cooperation for the period from 1/10/2021 to 31/12/2021.