A fertility symbol, a benevolent river god, or a fire-breathing menace? The dragon is traditionally all of these, depending upon one's cultural heritage, but it is the belligerent image of a pyromaniacal beast that has prompted one mainland academic to recently suggest China should drop the mythical creature as a national icon.
The idea later sparked a fiery debate in print and online media, with many ridiculing it. However irreverent, Wu Youfu's proposal is the latest effort to market China's arrival on the world stage.
With many indicators suggesting China will become an economic giant on a par with the US by the middle of this century, affirming that transformation in a political, military and diplomatic context without unduly antagonising other powers has been the source of some soul searching by Foreign Ministry officials.
In recent years, the official face of the mainland's development has gone through several makeovers. For a while officials talked about the 'peaceful rise' of China - until it was decided 'rise' was too hostile. Now, the in-vogue term is 'peaceful development'. While the whole exercise may appear one of irrelevant semantics to foreign eyes, officials are hoping it will help mitigate any rise in Sinophobia as China grows in power.
It is becoming clear where this concern will emanate from. This year, the US, Japan, and Australia began a trilateral security dialogue, with China being a key topic. India, which has unresolved border issues with the mainland, is looking to cement its relationship with the US through a controversial nuclear deal. Politicians and public in Japan and South Korea are debating how to balance their political and military ties with the US at a time when China is becoming the larger trading partner. Mongolia has expressed an interest in joining Nato.
And most audibly, US officials continue to express concern about the future of American influence in Asia and the Pacific.