Western media perpetuates outdated myths about China, hindering business development and contributing to broader political tensions. Meanwhile, the Chinese narrative is undergoing a significant shift. Previously, the focus was on comprehending Chinese culture for business, promoting localisation and adapting practices.
For decades, China has utilised Confucius Institutes — cultural promotion programmes funded by the Chinese International Education Foundation — to engage with the West to promote various aspects of Chinese culture and provide Chinese language instruction.
These are quite limited objectives, and although they have increased cultural awareness, it remains an open question about how much they have advanced Western understanding of China.
