Today, such ancient wisdom is proliferating across the whole of China. That the international community can be won over more with soft power has been emphasized by Hu, who has taken measures to spread the knowledge of China's "soft power" across the world.

Xinhua's U.S. expansion is seen as an effort to burnish the country's image and build its brands here. A Pew Research Center poll earlier this year found that 43 percent of Americans saw China as a "serious problem."

China and India have set in motion several bilateral cultural initiatives, including a massive people-to-people contact exercise, to get an edge in cooperation in culture which has fallen behind the volume of trade between the two nations

“Both Australia Network and Radio Australia represent a significant public investment in public diplomacy objectives,” he declared. “When you look at the expansion of international broadcasting as an arm of soft diplomacy, governments are using their public broadcasters to do this work...."

Meanwhile, China's official media lauded Yao's contribution to "soft power" diplomacy and his country's image overseas. The Communist Party mouthpiece, the People's Daily, said the former Houston Rockets center had projected a wholesome image of contemporary China and boosted the country's "soft power."

U.S. President Barack Obama recently met with the Dalai Lama at the White House despite strong objections from China. Shortly after the meeting, China expressed its high indignation and determined opposition in a stern formal complaint with the United States.

"..industry should focus on promoting independent innovation and core competence to grapple with increasingly stiff challenges," Zhang said. He further suggested that sectors such as the auto industry...should enhance soft power to build brand names and compete in the overseas market.