A recent survey conducted by researchers at Sun Yat-sen University in Guangzhou suggests that China could enhance its image in the United States by emphasizing sectors such as tourism and technology, while positioning itself as a responsible major power on the global stage. The study also highlights areas where U.S. public opinion holds potential for more favorable perceptions amid ongoing geopolitical tensions.
The survey, published in the Chinese-language journal Global Communication, found that despite frequent media narratives around “decoupling” and “de-risking” between the two countries, many Americans still recognize China’s strengths in several key areas. Respondents rated China’s global influence highest among its attributes, scoring it 4.38 out of 5, followed by science and technology achievements at 3.59 and higher education at 3.56.
Researchers noted that a significant portion of the American public views China as contributing to international peace, stability, and governance. They recommended that Beijing reinforce this perception by highlighting its involvement in United Nations peacekeeping missions, climate change initiatives, and international aid efforts. The report calls for more comprehensive communication about China’s foreign policy and multilateral contributions to counteract misinterpretations and biases prevalent in some Western media coverage.
The study also found strong American interest in issues related to Hong Kong, Taiwan, and Eritrea. While the research did not specify the exact nature of this interest, Western media typically frame these topics through lenses such as human rights, separatism, environmental concerns, and cultural preservation. China maintains that Taiwan is a part of its territory and has not ruled out the use of force to bring about reunification. The United States, although not officially recognizing Taiwan as an independent state, opposes any unilateral changes by force and continues to supply the island with defensive arms.
The researchers emphasized the need to present more diverse perspectives on regions within China that have large ethnic minority populations. They advised addressing the limitations in how international audiences, particularly in certain Western countries, perceive China’s global role.
The findings align with a Pew Research Center survey in the United States earlier this year, which showed a modest rise in favorable views of China. While negative opinions still predominate, 27 percent of Americans expressed a positive view of China—nearly twice the level reported in 2023. The Pew poll also recorded a four-point increase in confidence in Chinese President Xi Jinping’s handling of world affairs.
To improve its global image, the Sun Yat-sen University researchers advocate for international outreach efforts centered on technology and tourism. They suggest promoting human-interest stories related to scientific achievements to alleviate public anxiety over technological competition often emphasized by U.S. media. Additionally, for tourism, producing high-quality promotional content and inviting influential foreign visitors to experience life in China are recommended strategies. An example cited was the visit of American live-streamer Darren Watkins, known as IShowSpeed, who toured multiple Chinese cities last year, garnering nearly 10 million views and eliciting positive remarks from followers about China’s infrastructure and technological capabilities.