For a China on the rise, soft power is vital

Europeans are reconsidering who their countries should partner with in an increasingly uncertain world. A June survey of 24 European Union countries by Public First on whether to have closer ties with the United States or China found opinion divided. Eight leaned towards China, nine favoured the US and seven were split. This is not just a question of economics or geopolitics. It is about reputation as well. China has sought to portray itself as a more stable and reliable long-term partner as Washington becomes increasingly unpredictable. Whether that perception lasts, it highlights a broader truth: international influence is not just about power, but also about trust. That’s the role of soft power. Soft power is a country’s ability to shape preferences and inspire admiration through attraction. Simply put, it is about a nation’s likeability. Countries with strong soft power are trusted, respected and emulated. Their products are in demand, their culture admired and their people welcomed. Such perceptions matter. People choose where to travel, study, invest, work and build partnerships not only on the basis of economic opportunity, but also on how they think of a country. Soft power is developed through individual experiences and human connections, not government proclamations. Over the past four decades, China has established itself as the world’s second-largest economy and a leader in manufacturing, infrastructure and innovation. As its international role expands, its influence increasingly depends on how people experience China through its companies, universities, culture, visitors and citizens. Business is one of the most powerful builders of soft power. Japan’s reputation benefited enormously from the innovation and affordable quality of Toyota and Sony products. South Korea strengthened its image through Samsung, Hyundai and LG. China follows a similar path. Huawei Technologies, Haier, BYD and other leading companies show Chinese products can compete at the highest levels of quality and innovation. Electric vehicles, telecommunications equipment and smart consumer products are reshaping “Made in China” perceptions. Every satisfied customer becomes an informal ambassador. Trust in products builds trust in the country producing them. Business relationships also create partnerships that extend well beyond commercial transactions. One important source of China’s growing soft power is its contribution to the Global South’s economic development. Chinese investments in infrastructure, renewable energy, logistics and telecommunications throughout Africa, Southeast Asia, Latin America and the Middle East have connected economies and created growth opportunities. Many countries increasingly value China not simply as a trading partner but as a contributor to their long-term development. China’s moves to grant imports from African countries duty-free access reinforce this perception. Such policies signal confidence, openness and partnership. Another important source of soft power are people-to-people exchanges. China’s move to offer more visa-free travel makes it easier for visitors to experience the country first-hand. Those who visit find modern cities, efficient transport, remarkable food, historical treasures and everyday hospitality. Stereotypes often get replaced by understanding through personal experience. Education plays a similar role. International students who spend their formative years in China develop relationships that often last. Academic collaboration, research partnerships and student exchanges build familiarity and trust that cannot easily be replaced by diplomacy alone. Soft power is often most effective when it reaches younger generations. Digital platforms have become an important part of this process. TikTok, despite political controversy in some countries, has introduced millions of young Americans and Europeans to aspects of Chinese creativity, humour and everyday life they might otherwise never have encountered. Digital interaction creates a cultural familiarity that traditional diplomacy often cannot achieve. Culture remains an area of enormous opportunity. China boasts of extraordinary Unesco World Heritage sites, profound literary traditions and diverse regional cultures. Cultural products can also reshape perceptions. The global success of the film Ne Zha showed the appeal of Chinese storytelling, mythology and artistic aesthetics. In addition to films, online literature and video games have won growing international recognition for China. As these sectors continue to evolve and reach wider audiences, they offer additional opportunities to deepen cultural connections and broaden international understanding. Experience suggests enduring cultural influence flourishes only in ecosystems that give artists, producers, entrepreneurs and institutions considerable creative freedom to innovate, experiment and tell authentic stories that resonate across borders. Sport offers another powerful form of cultural diplomacy. International audiences connect more deeply with athletes than medal tables. China has produced outstanding champions in tennis, diving, badminton, table tennis and many other sports. Their achievements project images of professionalism, confidence and opportunity. As their personal stories are told across the world, they enrich China’s global image and display the aspirations and talents of a new, young generation. Ultimately, soft power is cumulative rather than transactional. It takes time and effort to build, and grows from trusted brands, successful businesses, educational exchanges, tourism, cultural creativity, sporting excellence and countless personal interactions. Every visitor who leaves impressed, every student who forms lifelong friendships, every consumer satisfied with a product, and every athlete, entrepreneur, scholar or artist who inspires admiration goes into the mix of how a country is perceived. China’s economic rise has transformed its place in the world. The next stage of its international influence will depend increasingly on something less tangible but no less important: whether people come to associate China not only with prosperity and innovation, but also with trust, openness, creativity and opportunity. That is the essence of soft power, and ultimately one of the most durable foundations of national influence.

For a China on the rise, soft power is vital

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}With trusted businesses, more openness, creative culture and inspiring sporting successes, China is building a foundation for influence

With trusted businesses, more openness, creative culture and inspiring sporting successes, China is building a foundation for influence