The main objective of this thematic issue of the la Revista Mexicana de Política Exterior is to consider the foreign image that Mexico has built in recent years as part of its foreign policy and the challenges that the country faces in order to articulate new strategies, such as public diplomacy, the country brand or cultural cosmopolitanism. To do this, I have brought together a group of experts who have proposed to think, from their respective specialties and practices, how Mexico is seen abroad. Thus, from their different areas, in their reflections they provide us with a perspective on soft power, the country's image, culture and public diplomacy.