With the emergence of a Chinese middle class, and the increasing liberalisation of public expression in various parts of South East Asia, we find ourselves entering into an era of what could, and should, be increasing cultural exchange with our immediate neighbourhood.

While Beijing’s mission to the E.U. in Brussels rarely used to engage with the diplomatic community and issue statements on China’s core interests, she said, its soft-power strategy in the region is winning over some of Europe's political elites.

The phrase “gets bandied about in various ways,” said Mr. Goldkorn. “It should mean that you have the power of attraction, and China’s been very bad at that,” he said, citing its lack of transparency, harsh treatment of dissidents, hard-line stance over claims in the South China Sea and food safety scandals.

Don’t be fooled, citizens of China: Newly arrived U.S. ambassador Gary Locke’s humble do-it-yourself demeanor is all part of a crafty neo-colonialist plot. Such at least is the message of a state media editorial that is making waves on the Chinese Internet. The response so far among Chinese Internet users: Bring it on.

Another week, another public round of warm applause for America’s new ambassador to China, Gary Locke. A senior official behaving as humbly as a normal human being is a breath of fresh air in China, where officials are widely reviled for the lavish lifestyles many of them enjoy, often paid for by corruption. The attention Locke has garnered is freighted with political significance

With the globalization process deepening, the growth of public diplomacy not only meets the demand of opening up a new horizon of China’s foreign relations, but also meets the strategic needs of increasing China’s soft power and communications with other peoples in the world.

Some analysts see the strings of visits as a battle for influence in the region, a rivalry between those countries to exert soft power in the post-war country. "Strategically speaking, France is competing with Turkey. Both countries consider this region as a natural influence zone," Dorothee Shmid, a researcher at the Paris-based think-tank IFRI told Xinhua.

China has talked a great deal about using its currency reserves to project “soft power,” but when it comes to pulling the trigger, it has been extremely cautious about putting its money anywhere besides the safest and most liquid instruments. ... but there’s little evidence that China has actually weighed into these markets in any sizable way.