For a China on the rise, soft power is vital

OpinionFor a China on the rise, soft power is vitalWith trusted businesses, more openness, creative culture and inspiring sporting successes, China is building a foundation for influence3-MIN READ3-MIN0ListenDr John Quelch is executive vice-chancellor, American president and distinguished professor of social science at Duke Kunshan University in China.Published: 8:30pm, 12 Jul 2026Updated: 9:31pm, 12 Jul 2026Europeans are reconsidering who their countries should partner with in an increasingly uncertain world. A June survey of 24 European Union countries by Public First on whether to have closer ties with the United States or China found opinion divided. Eight leaned towards China, nine favoured the US and seven were split.This is not just a question of economics or geopolitics. It is about reputation as well. China has sought to portray itself as a more stable and reliable long-term partner as Washington becomes increasingly unpredictable. Whether that perception lasts, it highlights a broader truth: international influence is not just about power, but also about trust.Select VoiceSelect Speed0.8x0.9x1.0x1.1x1.2x1.5x1.75x00:0000:001.00x