Strip away the ostensibly benign surface of public diplomacy, cultural exchanges and language instruction, and it becomes clear that the U.S. and China are engaged in a soft power conflagration – a protracted cultural cold war.

This huge increase in cultural interaction has big political implications, because what happens in the cultural arena increasingly affects what politicians can do: cultural misunderstandings create political problems, while an attractive culture gives countries a licence to operate in international affairs, and a chance of being heard.

From June 15-23 cinematic movers and shakers from the world over are descending on Shanghai for the SIFF, now in its 16th year. And as the three Monkey King-themed choppers suggest, Chinese cinema is proudly showing the world what it’s got. As China’s only A-category international film festival accredited by the FIAPF (International Federation of Film Producers Associations), in many ways SIFF is the nation’s ultimate soft power fest.

Mysterious China has been an important power both in ancient period and today’s world with global reach. Genesis of its mystery belongs to its great civilization and culture which was a model to copy by neighboring East Asian states in past times, added by its inventions of paper, gun powder and compass.

Beijing has unveiled a basket of initiatives to deepen economic, cultural and social exchanges across the Taiwan Strait, following a high-profile meeting last week between President Xi Jinping and Wu Poh-hsiung, the honorary chairman of Taiwan's ruling Kuomintang.

The festival's incorporation into the forum - held in the provience's Xiamen city - highlights cultural ties between the Chinese mainland and Taiwan, according to organizers. The forum opened on June 15 and will last through Friday.

Answering the question of whether China exerts soft power in the world depends heavily on the point of view of the critic, according to Trefor Moss in The Diplomat: “China has little attractive power – in the West. But then not everyone is watching China through Western eyes,” he writes.

There are more than a few complaints made by Chinese tourists who visit South Korea: There is nothing to buy but cosmetics, no diversity in cuisine at restaurants and no unique sightseeing spots away from the all-too-familiar historical and scenic sites. Nonetheless, Chinese tourists who recently return from South Korea never fail to gush about one common observation: "Oh, the country is so clean!"