China's growing global appeal: Soft power in an era of changing perceptions

The latest survey by the U.S.-based Pew Research Center offers an important insight into the evolving dynamics of global public opinion. According to the survey, among 36 countries and territories, public favorability toward China now exceeds that toward the United States. In 27 of those countries, respondents expressed a more positive view of China, with the trend particularly evident across the Asia-Pacific and the Middle East. The findings suggest that the international perception of China is changing in ways that deserve careful attention.

For many years, discussions of global influence have focused primarily on economic and military capabilities. Increasingly, however, soft power—the ability to attract, inspire confidence, and build partnerships through culture, development, diplomacy, and shared prosperity—has become an equally important measure of international standing. China's recent trajectory indicates that its expanding global engagement is contributing to a broader improvement in its international image.

One of the most significant drivers of this shift has been China's policy of reform and opening up. Over the past four decades, China has transformed from a relatively closed economy into one of the world's leading trading nations and a major source of investment, technology, manufacturing, and infrastructure development. Many countries now view China not merely as an economic partner but also as a contributor to global development through trade, connectivity, industrial cooperation, and investment.

The expansion of people-to-people exchanges has further strengthened China's international profile. The introduction of visa-free entry for citizens of several countries, expanded visa facilitation measures, improved transportation networks, and efforts to promote tourism have encouraged millions of visitors to experience China firsthand. Travelers increasingly encounter modern cities, efficient infrastructure, advanced technology, cultural heritage, and hospitality that often differ from pre-existing perceptions. Direct experience frequently provides a more nuanced understanding than narratives shaped solely by external commentary.

China's achievements in science, technology, renewable energy, artificial intelligence, high-speed rail, digital commerce, poverty alleviation, and public infrastructure have also enhanced its reputation. These accomplishments are increasingly recognized by governments, businesses, researchers, and students worldwide. Universities are expanding academic cooperation with Chinese institutions, while multinational companies continue to regard China as an important market and innovation hub. Such developments contribute to a broader perception of China as a country capable of delivering sustained economic and technological progress.

International perceptions are also shaped by foreign policy. China's emphasis on multilateral cooperation, economic connectivity, and engagement with developing countries has found resonance across much of the Global South. Initiatives promoting infrastructure development, educational exchanges, health cooperation, and trade have strengthened China's diplomatic relationships and increased its visibility as an influential participant in global affairs. Whether through regional organizations, United Nations peacekeeping, climate commitments, or development partnerships, China has become an increasingly significant stakeholder in international governance.

At the same time, international public opinion is rarely shaped by a single narrative. Media coverage varies across countries and often reflects different political perspectives and editorial priorities. Critical reporting of China's domestic and foreign policies remains common in parts of the Western media landscape. However, the Pew findings suggest that many people distinguish between media narratives and their own observations, national interests, or direct experiences. Growing travel, business cooperation, educational exchanges, and digital connectivity provide alternative channels through which people form opinions about China.

This does not imply universal agreement with every Chinese policy, nor does it mean that international debates have disappeared. Rather, it reflects the reality that perceptions are becoming more diverse and less dependent on traditional information sources. Countries increasingly evaluate China based on practical cooperation, economic opportunities, technological partnerships, and shared interests.

The continued improvement of China's global image will ultimately depend not only on economic strength but also on transparency, openness, cultural exchange, and constructive international engagement. Soft power cannot be sustained through rhetoric alone; it is strengthened when policies translate into tangible benefits and positive experiences for ordinary people.

The latest survey serves as a reminder that the international landscape is evolving. As global influence becomes increasingly multidimensional, China's combination of economic development, diplomatic engagement, technological innovation, and greater openness appears to be reshaping international perceptions. Whether this trend continues will depend on China's ability to maintain mutually beneficial partnerships and deepen people-to-people understanding. For now, the evidence suggests that China's growing openness and expanding global engagement are contributing to a steadily strengthening international image and a more prominent role in the evolving geopolitical order.

About the author: Zamir Ahmed Awan is a sinologist, former Pakistani diplomat and the founding chair of the Global Silk Route Research Alliance (GSRRA), based in Islamabad, Pakistan.