President Xi wants to improve China's image globally

President Xi Jinping has said China must improve the way it tells its “stories” to the world, urging officials to create an image of the country that not only matches its national strength but is also “reliable, admirable and respectable”. Beijing should be open, confident but humble and expand the circle of friends who understand China. Increase the appeal and effectiveness of China’s international communication, Xi said. President Xi made the remarks on Monday addressing a group study session of the Political Bureau of the Communist Party of China’s (CPC) Central Committee.

China needed to develop an “international voice” to match its national strength and global status, official news agency Xinhua said, citing Xi’s speech at the meeting. It also needed to strengthen propaganda efforts to help foreigners understand the CPC and the way it “strives for the happiness of the Chinese people”. The country needed to create a team of professionals and adopt “precise communication methods” for different regions, he said. Under Xi, who took over the reins in 2012, China has cast aside the CPC’s famous “hide-and-bide” strategy of keeping a low international profile in favour of “big country diplomacy” especially with the US and its allies like Australia.