Brand China: the inside story of Beijing’s plan to woo the world

In the spring of 2003, dozens of Chinese and international leaders gathered at a resort on the island of Hainan to discuss China’s image problem. An ancient civilisation could not shake the perception of being opaque and untrustworthy, frustrating those who could see its global potential.

Beijing no longer has the inhibitions of a rising but anxious power as it prepares to host another Olympic Games next week. Ramo noted the country was not, in the short term, likely to be invaded. Its most important strategic issues - sustaining economic growth and the threat of Taiwanese independence, were rooted in a shared connection to China’s national image, as was the quality and level of foreign direct investment and the ability of Chinese businesses to spread into international markets.

“He pointed out that the Germans [in 1936] without any doubt organised a good Games, but today we only talk about the fact that they were the Nazi Games,” said Susan Brownell, a professor of anthropology and an Olympic expertRamo suggested it needed an image as big as the American dream to captivate local and international audiences.

“The situation I think is a bit similar in 2022. But one thing that’s changed a lot is that the number of human rights organisations involved in the Olympic protests has multiplied several times over.” The Beijing Olympics were targeted “by an NGO swarm”, says Asian studies expert Professor Susan Brownell.When the Chinese Communist Party felt it did not receive the international credit it felt it deserved, it took a more nationalistic turn.

Performers gather around a Communist Party flag during a gala show for the 100th anniversary of the CCP.Tight COVID-19 restrictions mean little international scrutiny will be allowed to occur outside the Olympic bubble. Athletes have been warned not to speak out, there are few human rights organisations operating safely within China now and foreign correspondents have reported historic levels of surveillance and harassment.

As long as they don't 'Woo the World' like they woo'd Hong Kong...

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