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.

Soft power is a slippery term to define. How can we know for certain the motives of an actor?... Nonetheless, despite the challenge in defining the term it is clear for nearly all commentators that the concept refers to relations between nations and peoples – that is, soft power is a matter of national image building on the international stage.

The Chinese language course was designed as part of the ROK’s public and complex diplomacy aimed at strengthening the capacity for conducting diplomatic activities involving Chinese citizens and promoting the friendship between the youth of the two countries.

The introduction of non-stop flights between the two destinations promises to facilitate business and leisure travel between the two countries. "Introducing direct flights between China and South Africa will promote tourism and trade, not only to South Africa, but also to all Southern African Development Community and other African countries," Mzimela said.

Brussels has welcomed Beijing's strategy to boost its soft power by spreading its colorful cultures across globe after years of economic success, said a top European Union (EU) culture official....European Commission's Commissioner Androulla Vassiliou said culture plays an important part in achieving Beijing's aspiration of gaining more global influence and sharpening its soft power.

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?

Westerners are savvier to the use of soft power, particularly when non-democracies such as China try their hand. The Canadian ambassador to Beijing, who put up photos of his official car online, prompted a thousand Chinese to comment on the embassy’s microblog, showing that engaging with Chinese 400 million citizens is a useful way to help achieve its foreign policy aims.