Beijing’s Charm Offensive: China’s Soft Power Push

By Manish Shukla

China has made a deliberate effort to enhance its soft power as a central aspect of its foreign policy in recent years. To amplify its global presence, China has been actively promoting its culture through films, TV shows, social media content, and collaborations with major entertainment industries like Hollywood. This initiative is led by the Chinese Communist Party (CCP), which aims to counter negative perceptions and advance its political narratives, particularly concerning sensitive areas such as Tibet and Xinjiang. 

China’s approach to soft power focuses on crafting a positive international image. By harnessing its growing entertainment industry and forming strategic partnerships, China has effectively projected its cultural and political values on the global stage. Films, TV series, and social media influencers have become crucial in this effort, helping China present itself as both technologically advanced and culturally rich.

This strategy is part of a broader vision to establish China as a dominant global player, both economically and culturally. By exporting cultural products, China seeks to influence international perceptions and showcase its rise as a peaceful and beneficial force. Some for Chinese Films have achieved significant success both at home and abroad, illustrating the effectiveness of China’s soft power strategy.

According to the Investigative Reportika in 2021, China surpassed the U.S. as the largest film market in the world, generating $7.3 billion in box office revenue. These films often emphasize China’s leadership in global affairs, depicting the country as a military and technological powerhouse. By promoting such narratives, China aligns its global image with the values and visions set by the CCP.

Key organizations coordinate China’s soft power push, ensuring that Chinese media content is distributed worldwide. The Chinese TV, Radio and Films play a critical role in promoting Chinese TV programs and films abroad.

Additionally, the China Films showcase at International level held annually showcases  Chinese media to global audiences. These organizations help China control the narrative around its cultural products and ensure that they reflect the government’s preferred image.

Chinese cinema, in particular, has been an effective tool in promoting the CCP’s agenda. Films glorify the CCP’s rise to power, depicting its history as a heroic struggle. These films are showcased at international festivals and streaming platforms, allowing them to reach audiences beyond China.

China’s influence extends beyond its own borders, particularly in Hollywood. Through censorship and strategic investments, China has been able to shape the content of U.S. films. For instance, movies that wish to enter the Chinese market often face pressure to alter or remove scenes involving sensitive topics like Taiwan, Tibet, or democracy to avoid upsetting Chinese authorities. This self-censorship ensures that films align with China’s preferred narratives, reinforcing its political positions and shaping how global audiences perceive the country.

Social media influencers and YouTube channels have become increasingly important tools in China’s soft power strategy. Foreign influencers living in China produce content that highlights China’s technological advancements and infrastructure. These influencers often compare China favourably to Western countries, especially the U.S., portraying the latter as struggling or inferior. These YouTube channels reach millions of viewers worldwide, making them an essential part of China’s strategy to present itself as a modern and thriving society.

China’s efforts to control the narrative extend to controversial regions like Tibet and Xinjiang. Chinese films  depict China’s presence as a form of liberation, while downplaying human rights abuses and cultural repression. Similarly, Chinese Films portrays an idealized version of life in Xinjiang, ignoring reports of human rights abuses such as the mass detention of Uyghurs in internment camps.

Through such films, China seeks to frame itself as a benevolent force, suppressing international criticism.

Beyond traditional media, China’s influence is also evident in the use of artificial intelligence (AI) for propaganda. 

A report by the Australian Strategic Policy Institute (ASPI), titled “Shadow Play,” revealed that China uses AI-generated content to promote pro-China and anti-U.S. narratives on platforms like YouTube. This campaign, launched in mid-2022, involves at least 30 YouTube channels that have produced over 4,500 videos, garnering nearly 120 million views and 730,000 subscribers. The AI-generated voice-overs present content aligned with CCP narratives, such as China’s technological superiority over the U.S.

The Shadow Play campaign is likely directed or supported by the Chinese state, potentially involving patriotic companies that operate alongside government actors. The campaign focuses on promoting China’s success in areas such as semiconductors, rare earths, and electric vehicles, while presenting the U.S. as a declining power. YouTube has responded by removing 19 channels linked to this network, but the use of AI makes it difficult to trace the sources of such manipulative content.

China’s soft power strategy is broad and multifaceted, encompassing everything from cultural exports to AI-driven influence operations. Through partnerships with Hollywood, social media influencers, and AI-generated content, China has worked to reshape its global image and strengthen its influence. However, many critics argue that these efforts are more about propaganda than genuine cultural exchange. As China continues to rise as a global power, its soft power campaigns are likely to become even more sophisticated and widespread. Understanding the impact of China’s cultural influence is critical in assessing its broader geopolitical ambitions.

With nearly two decades in Journalism, the author is an independent journalist. His expertise is in covering a wide range of crucial subjects, including internal security, terror-related cases, Jammu and Kashmir, India-Pakistan relations, and India-China relations. 

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