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.

In charting its growth, CCTV is closely studying other models, especially al-Jazeera. But while al-Jazeera's access and deep knowledge of the Middle East — and a hands-off approach by its masters — have been its greatest assets, state-run CCTV's emphatic allegiance to the authoritarian communist state and the party seem to be its biggest liability.

Tel Aviv University president Joseph Klafter proudly announced that Israel's only Confucius Institute is to be found at TAU. As Israeli Prime Minister Netanyahu said, in coming years we’ll see a dramatic expansion of Israel-China ties, which will in part be achieved through a decision to bring 250 Chinese students to Israel on an annual basis.

Assessing China's public diplomacy. 

Obama's new engagement policy in Asia, which promotes the use of "smart power", has received positive reaction among Asian members. On the other hand, China has increased its presence through financial aid, investment projects, cultural and social programs. What Asia does not want to see is a power contest between the two superpowers in the region.

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.