For a China on the rise, soft power is vital
With trusted businesses, more openness, creative culture and inspiring sporting successes, China is building a foundation for influence Europeans are reconsidering who their countries should partner with in an increasingly uncertain world. A June survey of 24 European Union countries by Public First on whether to have closer ties with the United States or China found opinion divided. Eight leaned towards China, nine favoured the US and seven were split. This is not just a question of economics or geopolitics. It is about reputation as well. China has sought to portray itself as a more stable and reliable long-term partner as Washington becomes increasingly unpredictable. Whether that perception lasts, it highlights a broader truth: international influence is not just about power, but also about trust. Soft power is a country’s ability to shape preferences and inspire admiration through attraction. Simply put, it is about a nation’s likeability. Countries with strong soft power are trusted, respected and emulated. Their products are in demand, their culture admired and their people welcomed. Such perceptions matter.
