Comparing China's public diplomacy to sports activities, where both professionals and public support are critical to success, Zheng addressed a group of top government officials, international affairs experts, and media professionals at the 2012 Charhar public diplomacy conference in Zhangjiakou, Hebei province on Aug. 18.

The "Korean Wave," known as "hallyu," began when the MBC TV soap opera "What is Love?" became a sensation in China after being first broadcast on the state-run CCTV channel in 1996. The Chinese audience response to "Daejanggeum (Jewel in the Palace)," a Korean costume drama starring Lee Young-ae and shown in the country in 2005, was also explosive.

Charhar public diplomacy conference 2012, China's most influential non-governmental public diplomacy conference, kicked off in Zhangjiakou, Hebei Province, on Aug. 18. Nearly 200 high-ranking government officials, business leaders, diplomats, experts on international relations, media and other related fields, and top media representatives are attending the two-day conference.

A seminar on cross-border dialogue through books and television, part of the two-day Charar Forum on Public diplomacy in Hebei Province, emphasized how cooperation on joint media projects can strengthen bilateral ties.

China has outmaneuvered everybody else in the strategic calculations with respect to cultivating relationships with Africa. In the recently concluded fifth Ministerial Conference of the Forum on China-Africa Cooperation (FOCAC) on China-Africa strategic partnership, President Hu Jintao pledged a US$20 billion of credit line for African countries in the next three years—double the amount of what China promised to lend Africa at the last joint forum three years ago.

Chinese Ambassador to Cambodia Pan Guangxue on Friday spoke highly on Chinese language volunteers' contribution in Cambodia, hailing them as ambassadors of Chinese culture and language in Cambodia. Speaking to the third tranche of Chinese volunteers in China's embassy, Pan said he appreciates the volunteers' contribution in spreading Chinese culture and teaching Chinese language, which enhances the people-to-people exchanges between the two peoples.

At a time when most Western broadcasting and newspaper companies are retrenching, China’s state-run news media giants are rapidly expanding in Africa and across the developing world. They are hoping to bolster China’s image and influence around the globe, particularly in regions rich in the natural resources needed to fuel China’s powerhouse industries and help feed its immense population.