As I see it | China’s quest to revamp image more important – and challenging – than ever

Concerns about the Chinese economy have been growing amid warning signs of a prolonged slowdown or recession. While it is still unclear if China can reverse a slump that threatens to end decades of economic miracles, growing doubts about the country’s rise have underscored the need for better global communication.

That was exactly what Chinese President Xi Jinping called for two years ago when he launched a campaign to “tell China stories well” and seize global narratives in its rivalry with the West. He also stressed the need for more friends and better strategies in the struggle for public opinion.

While it was not the first time he called to repair the country’s image, Xi’s remarks in June 2021 were widely seen as a rare admission of Beijing’s international isolation during the coronavirus pandemic.

Chinese ambassador to the US Xie Feng admitted last month that there had been a sea change in Americans’ attitudes towards China that had made it increasingly hard for Beijing to find friends in the US.