cultural brand

Since its premiere in Beijing in 2013, the 90-minute show has become something of a cultural calling card for China as the country seeks to bolster its efforts to project soft power abroad. Having already toured in Europe, the production will move to New York in January and then to the Kennedy Center in Washington.

House Of Cards author Michael Dobbs has described the BBC as "arguably this country's strongest cultural brand". (...) "It has an impact in every corner of the globe. It is one of the prime weapon systems in our arsenal of soft power that will grow increasingly important in the years of uncertainty that lie ahead."