During the past several years, Chinese audiences have flocked to see American movies such as Kung-Fu Panda, much to the alarm of China’s political leadership, which has recently made clear that it is not inclined to surrender any terrain on the global cultural battleground.

Chinese companies still have much to learn about soft power. Africa is not barbarian territory waiting to be developed: it has ancient cultures and traditions. It has won independence from colonial rule and claimed its place as its own continent. How many Chinese firms going into Africa really understand the countries they will work in?

It would be hard to conjure up a grander gesture to mark the state of relations between China and Africa than the new $200m Chinese-built headquarters of the African Union. However, it was with a mixture of bemusement and awe that delegates explored their shiny new gift, completed like so many Chinese projects on the continent in less than three years.

...China is on the move in Africa, employing a wide range of soft power initiatives to secure influence, trade, and—most critically—the energy and mineral resources the Communist Party needs to continue
the astonishing economic growth that undergirds its legitimacy.

Navdeep Suri, joint secretary (public diplomacy) in the ministry, also unveiled ambitious plans to connect the youth and accelerate people-to-people contacts between India and Africa.

For a while soft power was undercut because the US reputation was tarnished, but the Arab awakening has demonstrated how powerful American-driven social media are in opening up closed societies. But when IBM invests massively in Africa - which it has identified as the next major emerging growth market - it is also investing in an openness that advances US interests.

APDS Blogger: Hend Alhinnawi

APDS Blogger: Hend Alhinnawi