confucius institutes

In an effort to increase China’s culture-focused soft power and to secure an international environment conducive to its development and to generate goodwill abroad alongside its economic rise, Confucius Institutes were established as part of China’s "going out" strategy. [...] What has attracted far less attention but plays the same role is the China Cultural Center under the Chinese Ministry of Culture.

Why Confucius Institutes have become China's most controversial soft power asset. 

India’s cultural capital is enough and more to not let Chinese Confucius institutes win the soft-power game. But, can [India] use it in the proper manner?

China’s state-sponsored cultural exports inevitably create controversy in the West. Critics warn that educational institutions receiving financial support from the Chinese authoritarian regime risk ceding control of their curriculum, academic freedom and intellectual integrity.

China is utilizing its soft power assets to support its nation brand and win friends abroad. 

China plans to spend 360 million yuan (HK$454 million) on expanding its overseas cultural centres this year - nearly double last year's amount - amid government efforts to bolster its soft power abroad. But observers are sceptical whether the centres, which are different from the Confucius Institutes, can improve the nation's image overseas, especially given similar efforts have attracted criticism.