China’s national image benefits from its strong commitment to cultural diplomacy, effective employment of information and communication technologies in international broadcasting, and close connections with the Chinese diaspora around the world. China’s cultural attractiveness has become an important resource for its national image management. Seeking to improve favorable images and inspire positive international public opinion, Beijing has aggressively implemented its cultural diplomacy. As claimed by the Chinese Minister of Culture in 2004, ‘a new mechanism for China’s outward culture exchange has come into being, with the Chinese government playing a major role, social organizations playing supplementary roles. As China continues its rapid economic development and expands its share of world trade, the value of the Chinese language likewise increases. Because of this now ore than 100 countries are offering Chinese courses, the language has become such a global phenomenon that a lot of people want to learn it, not only because they wish to visit the China but because in almost every part of the world the language is known. During the last two decades China has commanded one of the world’s highest growth rates as a tourist destination, going from 5.7 million to a whopping 131 million becoming the 4th largest host country from international tourists and the largest source market for tourists in the Asia region. What they did was understand that to rebrand yourself you must first influence those around you and get them to see what exactly you are doing different than them, and that leads to them following or learning from you and eventually buying from you.
· Sheng Ding. “Branding a Rising China: An Analysis of Beijing’s National Image Management in the Age of China’s Rise.” Journal of Asian and African Studies46, no. 3 (June 2011): 293–306. https://doi.org/10.1177/0021909611405830.
· “Tourism in China.” In Wikipedia, February 1, 2019. https://en.wikipedia.org/w/index.php?title=Tourism_in_China&oldid=881247215.
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