Soft Power Divide: China Advances While the US Retreats

The global landscape is undergoing a profound transformation, a tectonic shift in the balance of influence. The sixth annual Global Soft Power Index, released by Brand Finance, confirms what many have observed: China has ascended to the world’s second most influential soft power nation, trailing only the United States.

This achievement, coinciding with contrasting political pronouncements from Beijing and Washington, underscores a pivotal moment in international relations. While China’s Premier Li Qiang outlines a vision of openness and engagement, U.S. president Donald Trump champions a retreat into isolationism. This divergence presents a fertile ground for China’s soft power to flourish, filling the perceived vacuum left by a receding American presence.

China’s ascent is not a sudden phenomenon; it is the culmination of a deliberate, multi-faceted strategy. Unlike the hard power dominance of military might and economic coercion, soft power relies on attraction and persuasion, on shaping perceptions and influencing preferences. China has meticulously cultivated its soft power through a diverse array of cultural, technological, and diplomatic initiatives.

At the heart of China’s soft power strategy lies its burgeoning cultural industry. Chinese films, once confined to domestic audiences, are now garnering international acclaim. Blockbusters like Ne Zha 2 and the international buzz surrounding Black Myth: Wukong demonstrate China’s growing prowess in animation and gaming, industries that resonate strongly with younger generations worldwide. The global success of Chinese dramas and historical series on streaming platforms underscores the universal appeal of compelling storytelling.

Beyond cinema and gaming, China’s digital platforms are reshaping global communication. TikTok, with its viral content and trendsetting influence, has become a cultural phenomenon, particularly among young people. Xiaohongshu, a lifestyle and e-commerce platform, is attracting a growing user base in the West, showcasing Chinese trends and consumer culture. These platforms, while raising concerns about data privacy and censorship, serve as powerful conduits for cultural exchange and soft power projection.

The promotion of the Chinese language and culture is another cornerstone of China’s soft power strategy. Confucius Institutes, despite facing scrutiny in some countries, have played a significant role in disseminating Mandarin language education and cultural awareness. Online language learning platforms and educational programs are further expanding access to Chinese language and culture, fostering a deeper understanding of China among global audiences.

China’s technological advancements are also contributing to its soft power. The country’s rapid development in areas like artificial intelligence, renewable energy, and telecommunications has positioned it as a global leader in innovation. For instance, companies like DeepSeek are making significant strides in developing advanced AI models, showcasing China’s growing capabilities in cutting-edge technology. DeepSeek’s progress in areas like large language models and AI-driven applications demonstrates China’s commitment to pushing the boundaries of technological innovation, attracting international attention and respect. Huawei’s 5G infrastructure development and China’s leadership in solar panel production have resonated with nations seeking technological solutions. China’s investments in green technology and its commitment to addressing climate change have also resonated with nations seeking sustainable solutions.

Furthermore, China’s proactive diplomacy and its engagement in multilateral institutions have enhanced its international standing. Its Belt and Road Initiative, while facing criticism for the so-called debt traps, has provided infrastructure development and economic opportunities to numerous countries, particularly in the developing world. China’s contributions to peacekeeping missions and humanitarian aid efforts have further solidified its image as a responsible global actor.

The timing of China’s soft power ascent is particularly significant. As the United States appears to be retreating from its traditional role of global leadership, China is stepping forward to fill the perceived vacuum. Trump’s “America First” rhetoric, his withdrawal from international agreements, and his imposition of trade tariffs have alienated allies and created uncertainty in the international system.

This perceived decline in U.S. soft power is creating opportunities for China to expand its influence. U.S. cultural dominance, once unquestioned, is facing increasing competition from Chinese cultural products and digital platforms. The U.S. emphasis on unilateralism and its skepticism towards multilateral institutions contrast sharply with China’s rhetoric of cooperation and shared prosperity.

Moreover, domestic political divisions and social unrest in the United States, including events such as the January 6th Capitol riot and increasing political polarization, have tarnished its image as a beacon of democracy and stability. China, by contrast, presents itself as a stable and reliable partner, a nation committed to economic development and international cooperation. A key aspect of this decline is highlighted by the Trump administration’s cuts to USAID and foreign aid programs, which have historically been significant tools of U.S. soft power. This retreat from international assistance diminishes the U.S. ability to project a positive image and build relationships through development and humanitarian efforts. This inconsistency between domestic policy and international image erodes trust in the United States as a reliable partner.

However, China’s soft power ascent is not without its challenges. Criticisms from certain Western political figures and media regarding human rights, censorship, and intellectual property protection present a persistent challenge to its global image. Furthermore, while China’s cultural exports and digital platforms have achieved considerable traction among younger demographics, questions remain about their ability to cultivate deeper, enduring influence across diverse populations.

Despite these challenges, China’s soft power is undeniably growing. Its ability to leverage its cultural, technological, and diplomatic assets has positioned it as a major player in the global arena. As the United States appears to be withdrawing from its traditional role of global leadership, China is poised to fill the perceived vacuum, shaping the international landscape in its own image.

* Jianlu Bi is a Beijing-based award-winning journalist and current affairs commentator.His research interests include international politics and communications. He holds a doctoral degree in communication studies and a master’s degree in international studies. He also writes for the SCMP, Foreign Policy In Focus, TRT World, IOL, the Citizen and others.

Source: https://fpif.org/soft-power-divide-china-advances-while-u-s-retreats/