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Already the world’s tenth largest economy, and eighth highest ranking military power, Brazil looks set to assume its long expected role as a regional and global leader. Hard power, however, provides only a partial explanation of the country’s meteoric rise over the past two decades. Recognising the complementarity of both hard and soft power in a globalizing world, the Lula Administration has actively enhanced the country’s leadership status through values, ideas and knowledge based on domestic experience and global aspiration. The realm of global health diplomacy has been a key component of this strategy. Through its principled stance on ARVs, commitment to strong and effective tobacco control, and the provision of bilateral and multilateral aid, Brazil has earned widespread credibility among other emerging economies, as well as a broad spectrum of non-state actors. Even critics now recognise the country’s importance at the top tables of decision making in international relations for achieving collective action on shared challenges. As the world’s political and economic centre of gravity continues to shift, Brazil’s future ability to walk softly and carry a big stick should continue to pay dividends.