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Image building begins at home

Long before the term soft power was first coined by an American scholar in the 1990s, countries have sought to enhance their international stature and influence through different channels.

Long before the term soft power was first coined by an American scholar in the 1990s, countries have sought to enhance their international stature and influence through different channels. Today, soft power has become an integral part of international relations. China, having transformed from an emerging economy to a global powerhouse, well knows its significance. From overseas economic and humanitarian aides to language teaching and cultural promotion, the Chinese government has spared no effort in enhancing its influence and acceptance on the international stage.

It therefore came as no surprise that the country is to expand its overseas cultural centres with a staggering budget of 360 million yuan - HK$454 million - nearly double last year's amount. The mission began in 1988 with just two outlets in Mauritius and the West African state of Benin. A total of 1.3 billion yuan has since been spent, with 20 centres operating across the globe at present. The target is to boost the number further to 50 by 2020.

The expansion is likely to encounter less criticism in that the centres are primarily used for exhibitions and promoting Chinese culture, such as music, dance, fine arts, martial arts, language and cuisine. They differ from the 400-odd Confucius Institutes, whose operation has been criticised as restricting academic freedom and promoting the political aims of the Communist Party. Unlike the institutes which partner with universities abroad to run Chinese-language programmes for students, the culture centres operate on their own and have a wider spectrum of services.

With thousands of years of history and culture, China is endowed with the most powerful weapon to conquer the hearts of the curious around the world. While image and promotion can help shape perception overseas, the country is also judged by universal standards like civil liberties, rule of law and corruption-free governance. As a global power, it is expected to demonstrate stronger commitments on these fronts.

This article appeared in the South China Morning Post print edition as: Image building begins at home
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