Despite its advocacy for Beijing's controversial and important position in the disputed South China Sea, the Institute for China-American Studies (ICAS) -- the only Chinese think tank based in Washington DC -- has been unable to rise from obscurity. Google their initials and they come up on the third page, behind the Institute of Chartered Accountants of Scotland, the International Council of Air Shows, and the Inupiat Community of the Arctic Slope, a tribe in Alaska. It has all of 43 Twitter followers.

The 2016 East Global Citizenship Development Seminar (GCDS) organized by the International Association of Students in Economic and Commercial Sciences (AIESEC) was recently held in Shanghai. With the purpose of helping 131 international volunteers from 32 different countries along with 54 Chinese students from mainland universities prepare for six weeks of cultural exchange in China, the seminar allowed the volunteers an opportunity to learn about and respect different cultures and lifestyles.

The Chinese government has spent billions in recent years to subsidize artistic enterprises, with an eye toward wielding "soft power" beyond its borders. It hasn't been notably successful. But China's video game industry -- as of last year, the world's biggest -- is on the verge of becoming one of its most valuable cultural exports. It just might succeed where so much Chinese entertainment has failed in the past.

Speaking at the plaque-unveiling ceremony, representative of Portuguese science and technology and higher education minister Joao Queiroz said he believed the new institute would not only make a remarkable contribution to the dissemination of the Chinese language and culture, but would also further deepen the cooperation between Portugal and China.

President Xi Jinping's visit to the Republic of Serbia in mid June deepened the friendship between the two countries but not just diplomatically. Out of the 22 cooperations deals signed by the two countries, one included an agreement for cultural exchange through the power of cinema.

Public opinion matters more than ever, even in authoritarian states. Prosperity, better education, urbanization, mass communication, and social media increase awareness of how government actions can affect the interests of groups and individuals, even beyond the domestic arena.