As a vital ally and key power in a region filled with turmoil, this should be of concern to all Americans. It is in America's best interest for President Obama to utilize the immense soft power of the executive branch and privately counsel his friend on how best to respond to community engagement.

No-one has been more skeptical about Chinese soft power than Joseph Nye, the man who first coined the phrase twenty years ago. In particular, Nye has criticized Beijing’s efforts to acquire soft power through centralized schemes, like the spread of Confucius Institutes or the establishment at the end of last year of the China Public Diplomacy Association. Despite “spending billions of dollars to increase its soft power … China has had a limited return on its investment,” he recently argued.

He pledged assistance in projects such as setting up one or two agricultural technology centers within the next three years, sending 100 medical workers to the region, training 100 postgraduate students and providing 1,000 scholarships for students. Zhu Zhiqun, a professor of political science and international relations at Bucknell University in Pennsylvania, said Xi's Caribbean and Latin American tour is a continuation of China's new diplomacy that began in the early 1990s, which also aims to promote China's soft power.

From Beijing’s vantage point, such foreign concerns reflect misconceptions over its intentions as a rising power. And Xi appears to recognize that this is exacerbated by a broader deficit in China’s global soft power (that is, the ability to persuade other countries and foreign publics through attraction and co-option rather than coercion, use of force, or payment).To be sure, Beijing has invested many billions of pounds in recent years on foreign charm offensives, and has achieved some significant successes (remember the 2008 Olympics for instance).

In a 2008 report titled Repack­aging Confucius: PRC Public Policy and the Rise of Soft Power, by the Institute for Security and Development Policy in Stock­holm the C.I. was described as “an image management project, the purpose of which is to promote the greatness of Chinese culture while at the same time counterattacking public opinion which maintains the presence of a ‘China threat’ in the international community.”

Despite its wealth, Saudi Arabia, on the other hand, is “inward looking.” Gerges also described Iran as a failed model and a dysfunctional system both ideologically and politically.
According to Gerges, for the countries in the Arab world, the only two models are the governance of the AK Party and Europe. Turkey can do “a great deal” with its soft power, he believes.

The same mismatch may arise when it comes to soft power. "Force alone cannot make us safe," the president said. "We cannot use force everywhere that a radical ideology takes root." If so, this administration should seek to invest more in soft-power tools. The State Department's new Bureau of Conflict and Stabilization Operations remains underfunded, for example, and the Civilian Response Corps has not yet lived up to its initial promise.