For a China on the rise, soft power is vital

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. People choose where to travel, study, invest, work and build partnerships not only on the basis of economic opportunity, but also on how they think of a country. Soft power is developed through individual experiences and human connections, not government proclamations.

Over the past four decades, China has established itself as the world’s second-largest economy and a leader in manufacturing, infrastructure and innovation. As its international role expands, its influence increasingly depends on how people experience China through its companies, universities, culture, visitors and citizens.