Along with global initiatives such as development aid and promoting the Chinese language, these scholarships are not simply academic awards but part of a larger strategy by China to cultivate friends abroad and grow its soft power to match its burgeoning military and economic strength.

India could become more powerful if it boosted its reliance on the "soft power" of cultural diplomacy, according to a paper issued by an Australian think tank.

A 30-second TV commercial promoting the "Made-in-China" brand will be aired across most regions in Europe, Asia and Oceania via the BBC World News from Monday through to Aug.8, one of the ad campaign's designers told Xinhua Tuesday.

Throughout the world, few things are more precious than a safe and abundant water supply. A country that can help another nation improve the availability and quality of water is likely to win friends, regardless of how the respective governments get along.

In a nation with abysmal healthcare, delivering high-quality emergency treatment is a powerful weapon — even though crews can treat only a fraction of those in need.

Links between a giant of the Scottish film industry and Indian filmmakers have already helped create one of the decade's biggest movies. Now it is hoped that a new link-up between film students in Edinburgh and top Bollywood talent could lead to the next Slumdog Millionaire, the Mumbai-set smash-hit made by Shallow Grave and Trainspotting director Danny Boyle.

For those Europeans concerned with China's growing prowess, here is another reason to be alert. The Chinese are about to cross the Danube. Not with tanks or communist propaganda, but with cash and a charm offensive.