Huawei battles for hearts and minds in global soft power push
- From sports sponsorship in Canada to high culture in Europe, the Chinese telecommunications giant is on a charm offensive
- Public relations messaging stepped up in the face of negative headlines
Telecommunications giant Huawei has stepped up its global public relations effort in the wake of international concerns, led by the United States, about cybersecurity.
In Canada, Huawei’s bright red fan-shaped logo is plastered prominently on the set of Hockey Night in Canada. TV hosts regularly remind the 1.8 million weekly viewers that programme segments are “presented by Huawei smartphones”.
Huawei, US-China tensions and West’s 5G fears on security talks agenda
The cheery corporate message contrasts with the stand-off over the arrest of Huawei chief financial officer Meng Wanzhou on a US warrant on December 1.
In what looks like retaliation, China detained two Canadians and plans to execute a third – heavy-handed tactics that, because they leave some Canadians with the impression the privately owned company is an arm of the Chinese government, give its sponsorship a surreal quality.
The TV deal is one of many examples of how Huawei has embarked on a global push to win consumers and burnish its brand. It sponsors Australian rugby, funds research at universities around the world, and brings foreign students to China for technical training. It has promoted classical music concerts in Europe and donated pianos to New Zealand schools.