When BBC One’s Race Across the World dropped five teams into the lush green hills near the Great Wall of China earlier this year to see who could get across thousands of miles of Asia first with no phone and on a limited budget, few would have guessed they were watching a soft power strategy in action.

But as the show’s contestants trekked through idyllic villages, raced on high-speed trains and crossed cultural landmarks from Huangling to Sanya, millions of viewers were being taken on a cinematic and somewhat surprising journey across a version of China many had never seen: welcoming, diverse, and rich with beauty and tradition. Maybe, like me, it even made you think "hmm... hadn't considered China as a travel destination before, but it actually looks amazing."

This season’s route through China, from bustling metropolises like Shanghai to serene locations such as Shangri-La, comes at a time when Beijing is doubling down on soft power, defined as a persuasive form of international relations that involves economic or cultural influence. With tourism rebounding post-pandemic and China climbing to second place in the 2025 Global Soft Power Index, communications experts say this kind of exposure is far from incidental. 

According to the Index data, China has ranked first globally for ‘ease of doing business in and with’ since 2020 and has led in ‘future growth potential’ since 2022. It also continues to hold the second spot worldwide for ‘advanced in technology and innovation.’ The global rise of platforms like TikTok (Douyin), now exceeding 1 billion monthly users, has likely driven a 20-place jump in perceptions of China as ‘easy to communicate with.’

Konrad Jagodzinski, place branding director at Brand Finance, which produces the Index, says: “These developments suggest that if China maintains its current pace of economic and technological advancement, its soft power is likely to continue to grow. However, to fully realize this potential, China must improve its Reputation – currently ranked 27th, well behind Japan (2nd), the UK (4th), and the US (15th). This will require greater focus on weaker areas like perceptions of ‘people and values’, where it ranks 60th.”

Beijing’s use of cultural diplomacy isn’t new, but 2025 marks a shift in confidence. As global criticism of the new US government and its actions escalates and geopolitical battle lines are in flux, many have found themselves asking the intriguing question of whether the Western superpower is now really any more of an ally or less of an enemy than the Communist state. The visibility of shows like Race Across the World on Western public broadcasters suggests a nuanced and calculated communications strategy is taking shape.

Jagodzinski says: "Entertainment platforms like TV shows can serve as powerful Soft Power tools, especially in nations where Western perspectives are often shaped by narrow lenses, like political rhetoric or cultural stereotypes. By sparking interest and emotional connection, entertainment has the potential to enhance a nation's overall appeal and Soft Power.”

The opportunity for soft power through global entertainment isn’t lost on Penny Burgess, an independent advisor with Folgate Advisors and a veteran of China’s PR landscape, having founded Red Bridge, now part of We. Communications, in Shanghai and before that leading Ketchum in Shanghai.

“China has always used soft power. It has observed the West and has its own strategy, engaging in soft power diplomacy cautiously for many years,” she says. “There have been collaborations with films and documentaries over the years, then there’s the Olympics – so this isn’t a first, but China has always taken a cautious approach and this will be tightly managed. I think they’re realising soft power is the future in terms of reshaping perceptions of the country.”

Burgess said China was starting to open up to inbound tourism when this was stalled by the pandemic, but there are “definitely signs that they want to reignite that and get visitor numbers back.”

She continues: “China is using a soft drip through social media as well to great effect, with a lot of Chinese culture, heritage and tourism. It’s interesting that they’re engaging more in mainstream media platforms.”

Reflecting on her personal experience, Burgess says: “The contestants’ route is almost identical to the one I took in China in 2003 – it is fantastically beautiful and I completely fell in love with it, I saw a completely different side to the China we read about. Then I moved to Shanghai in 2005 and spent 17 years there. I think it’s great they’ve done this collaboration with the BBC so we can see China is not just a geopolitical power but rich in culture, diverse, beautiful and full of warm, welcoming people.”

Terri Bloore, managing partner at Finn Partners – who took part in a panel session at the PRovoke Global Summit in Washington DC on soft power last year – agrees entertainment can have outsize influence in shaping public perception.

“TV shows, documentaries and even video games are a very effective way of introducing a new audience to a country’s culture, history and values,” she says. “Viewers can immerse themselves in everything a country has to offer from the comfort of their homes. The benefit, of course, is that the country can choreograph where and what the audience sees – in advertising dollars this would be worth its weight in gold.

“The beauty of soft power is that the audience doesn’t feel like they are being driven to a decision or a perception. They feel it is their choice.”

The fact this programme is on the BBC adds extra ‘soft power’ points, she says: “The BBC is absolutely a soft power vehicle – it has huge global reach and on the whole is well trusted. This widely accepted view adds incredible weight for any government or body wanting to gently encourage international audiences to view their country favourably.”

China’s broader soft power push includes real infrastructure and policy investments, too. “China is spending a huge amount on soft power – and has increased in all of the soft power rankings,” says Bloore. “Tourism is a major factor in China’s rise up the rankings, fuelled by its rich cultural heritage and traditions – a source of fascination for the West dating back hundreds of years.”

In terms of travel to China from the West – often previously a major headache – Bloore says things are changing: “China offers a huge amount of international routes and serves as a major hub for many connecting flights. They are looking to make visa processes simpler too. International exchanges with universities and businesses also ensure Chinese ways of working are naturalised within a country.”

Farzana Baduel, founder and CEO of Curzon PR, places China’s soft power push in a broader strategic context: “China’s strategic deployment of soft power is increasingly becoming more sophisticated,” she says. “While its hard power expansion dominates headlines, Beijing is increasingly investing in narrative-building tools that shape global perception. Joseph Nye’s concept of smart power, the blend of hard and soft power, is playing out in real time.”

Baduel says entertainment is a potent soft power lever: “Programmes like Race Across the World don’t just showcase landscapes; they humanise a nation, attract tourism, and ignite interest that ripples into trade and investment. Governments have long commercially incentivised foreign film and TV for this very reason.”

She says China’s response to recent US criticism and tariffs illustrates its agility and growing need for influence and alliances as US-China tensions build. When influencers were branded ‘peasants’ and labour ‘low-skilled,’ Chinese creators countered with factory footage revealing high-end craftsmanship.

“Analyst Victor Gao’s viral rebuttal emphasising China’s 5,000-year history and its future trajectory was tailored perfectly for the TikTok era. Even US viewers expressed support,” she says.

This is not accidental. China is learning how to communicate at scale, blending authority with emotional resonance. From social media to sport, deploying creators and think tank analysts, tourism to television, it is diversifying its soft power assets.

Baduel concludes: “The world is being shaped by the US and China as they jostle for influence and they are both using soft power to woo the world. China has a lot of catching up to do with the US as it is moving from an inward-looking nation to an outward influence-building nation. In a polarised era of fragmented attention, China is beginning to learn how to master the message.”

Still, not all observers are convinced. A recent Telegraph article criticised the BBC series for “[ignoring] the brutality of the Chinese government,” calling into question whether such content can be truly apolitical. Some of my more cynical contacts have also questioned where the line is between soft power and propaganda, and to what extent the BBC is complicit in enhancing a positive view of a country that the West  should continue to be cautious about.

That criticism underscores the tension at the heart of soft power: balancing image-making with transparency. As China continues to climb the global rankings and open its borders, one thing is clear: how it tells its story is becoming just as important as the story itself. As the show leaves China for India on its final leg, the impressions it leaves of China may linger long after the credits roll. For Beijing, that may be the real win.