In recent years, China has emerged not only as an economic powerhouse but also as a global player in soft power. As defined by political scientist Joseph Nye, soft power refers to a country’s ability to shape the preferences of others through appeal and attraction rather than coercion or payment. In 2025, China ranks second in the Global Soft Power Index, just behind the United States, highlighting its increasing influence through culture, media, technology, and diplomacy.
Soft Power Rankings and Global Perception
According to Brand Finance’s Global Soft Power Index 2025, which is calculated based on a combination of survey data and performance metrics across various pillars such as Familiarity, Reputation, Influence, International Relations, Culture & Heritage, Media & Communication, Education & Science, Business & Trade, Governance, and People & Values, China is now the second most influential nation globally in terms of soft power, overtaking the United Kingdom. China performs particularly well in categories such as Technology & Innovation (2nd), Education & Science (3rd), and Business & Trade (4th). The nation is increasingly viewed as easy to do business with and a country with strong growth potential.
Cultural Exports: From Cinema to Social Media
One of the most visible aspects of China’s soft power strategy is its cultural export. The Chinese animated blockbuster Ne Zha 2, released in early 2025, broke box office records and became the highest-grossing non-Hollywood animated film in domestic history. This demonstrates China’s ability to produce content that appeals both locally and internationally.
Meanwhile, platforms like TikTok, developed by the Chinese company ByteDance, have revolutionized global social media, with over 1.6 billion monthly active users. The app shapes youth culture globally, often without users being consciously aware of its Chinese origin.
Educational Influence and Language Diplomacy
China’s education diplomacy has been pivotal in strengthening its soft power. The expansion of Confucius Institutes worldwide, particularly in developing regions, promotes Chinese language and culture while fostering academic exchange. Simultaneously, China’s universities are becoming global hubs for research and learning, attracting international students from Asia, Africa, and the Middle East.
Stadium Diplomacy and Infrastructure
China’s “stadium diplomacy” exemplifies how infrastructure projects double as tools of influence. From Africa to Southeast Asia, China has financed and built iconic stadiums, such as the Moi International Sports Centre in Kenya, schools, and hospitals, often as gifts or through concessional loans. These projects enhance Beijing’s image as a benevolent and constructive global actor.
Media Outreach and Global Narratives
The Chinese government has invested heavily in international media channels such as CGTN and Xinhua News Agency, aiming to provide a counter-narrative to Western news outlets. Through these platforms, China promotes its views on global governance, development, and multipolarity, aligning with initiatives like the “Global Civilization Initiative,” which emphasizes harmony and cultural diversity.
Soft Power or Sharp Power?
While China’s soft power strategy has seen success, critics argue that it sometimes crosses into “sharp power”—a term coined by the National Endowment for Democracy (NED) in a 2017 report to describe manipulative information tactics, censorship, and digital propaganda. Concerns have been raised over China’s influence on foreign media, academia, and political discourse, especially in countries where press freedom and civil society are fragile.
Comparing Eastern and Western Soft Power Models
While China’s soft power has grown impressively, it differs significantly in structure and intent from Western models, particularly that of the United States. Western soft power is traditionally rooted in democratic values, pop culture, civil liberties, and global institutions—elements that often spread organically. In contrast, China’s model tends to be more state-driven, strategic, and often tightly integrated with broader geopolitical goals.
Western soft power thrives on individual freedoms and decentralized influence mechanisms such as Hollywood, Silicon Valley, and global NGOs. China, on the other hand, channels its cultural influence through initiatives led or endorsed by the state—Confucius Institutes, media outlets, Belt and Road partnerships, and cultural diplomacy. While some of these efforts are seen as innovative adaptations, others are viewed as imitative or instrumental rather than organic.
China’s growing reach has sparked a global conversation about the evolution of soft power: Is Beijing pioneering a new model of state-led influence, or merely adapting and repackaging Western techniques to fit its system? The answer likely lies in a hybrid approach that continues to evolve with China’s global ambitions.
Conclusion: Balancing Influence and Trust
China’s ascent in soft power reflects its ambition to shape the global narrative and present an alternative to Western models of influence. Through culture, technology, education, and diplomacy, China has crafted a multifaceted strategy that resonates across continents. However, the sustainability of this approach depends on transparency, mutual respect, and the ability to maintain credibility in the eyes of the global public.
References:
- Brand Finance. (2025). China overtakes the UK to claim second place in Global Soft Power Index 2025. https://brandfinance.com/press-releases/china-overtakes-the-uk-to-claim-second-place-in-global-soft-power-index-2025
- New Yorker. The Rise of China’s Soft Power. https://www.newyorker.com/news/fault-lines/the-rise-of-chinas-soft-power
- East Asia Forum. (2025). Chinese blockbuster holds a lesson for China’s soft power. https://eastasiaforum.org/2025/03/15/chinese-blockbuster-holds-a-lesson-for-chinas-soft-power
- Modern Diplomacy. (2024). China’s Global Influence: A Soft Power Approach. https://moderndiplomacy.eu/2024/08/11/chinas-global-influence-a-soft-power-approach
- Asia Times. (2025). Is China suddenly cool?. https://asiatimes.com/2025/04/is-china-suddenly-cool
- Washington Post. (2025). Radio Free Asia cuts highlight China propaganda tensions. https://www.washingtonpost.com/politics/2025/06/06/trump-radio-free-asia-cuts-china-propaganda
- E-IR. (2024). The securitization of Chinese soft power. https://www.e-ir.info/2024/03/26/the-securitization-of-chinese-soft-power
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