An Improved Image

Survey shows China's growing popularity around the world By Yu Lintao

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An Improved Image

Survey shows China's growing popularity around the world By Yu Lintao

Results of a new survey released in Beijing on August 29 present a stereoscopic image of China in the eyes of the international community， with the survey showing the nation’s growing popularity around the world. China’s national image is steadily improving internationally， while it ranks second in terms of influence in world affairs among all countries.

The 2015 China National Image Global Survey （CNIGS） covered China’s overall national image and influence as well as focusing more specifically on politics， diplomacy， economics， culture， science and technology. The survey was conducted by the Center for International Communication Studies under China International Publishing Group （CIPG） from January to March 2016 in partnership with leading market research firms Millward Brown and Lightspeed GMI. It is the fourth survey of its kind released by the research group since 2012. In addition to previous topics， the latest survey included new indicators on world issues such as global governance and the current international order.

The survey interviewed citizens from the 19 member states of the G20 by means of online questionnaires. With 500 people from each country， a total of 9，500 respondents selected from the global panel of Lightspeed GMI were included in this survey. The samples consisted of local residents aged between 18 and 65， with a 50：50 male to female ratio.

Observers said the results show that along with China’s economic development and the expansion of the nation’s exchanges with the rest of the world， the international community is beginning to know about China more objectively.

Positive impressions

According to the survey， China’s national image continues to improve. The nation’s overall image scored an average of 6.2 points in a 10-point system， 0.3 higher than in 2014. Developing countries have better impressions of China （6.9 points） than developed countries （5.5 points）. Compared with other age groups， foreign young people（aged 18-35） have a better understanding and impression of China. They are more optimistic about the country’s future development.

The United States ranks first in terms of influence in world affairs among all countries， followed by China， Russia， Britain and Germany.

China’s economic influence ranks second in the world， and overseas respondents had a positive evaluation of the Chinese economy. They acknowledged the positive role Chinese economic development has played， and nearly half of those questioned believe that China’s economic influence will grow continually.

Professor Zhou Qing’an， Vice Dean of the School of Journalism and Communication at Tsinghua University， said the result of this survey corresponds with survey results from other international research organizations.

Zhou noted that every year， renowned U.S. survey agency Pew Research Center releases a survey report on China’s national image. In the 2015 issue， more than half of respondents had a favorable impression of China and， more than 60 percent were optimistic about its future economic development.

The 2015 CNIGS also showed overseas respondents expect China to play a greater role in future global governance， with 64 percent and 58 percent predicting growing Chinese influence in the global economy and science and technology， respectively.

“From the survey， we can conclude that the unique value of China’s culture and development model are becoming better accepted in global governance，” said Professor Zhou.

According to the survey， the overseas image of Chinese brands has improved， especially in after-sales service， with Lenovo，Huawei， Alibaba， ZTE and Haier considered the five most famous Chinese brands. Xiaomi， WeChat， UC Web， Hisense and other technical brands have also gained popularity.

Wang Gangyi， Vice President of CIPG and also a senior observer of international studies， claimed that in many cases， the products of a nation are like a country’s business cards in helping to form opinions of people fromother countries. “The popularity of ‘made in China’ also improves its national image，” he said.

In addition， the survey underlines China’s scientific and technological innovation capacity. High-speed rail is widely recognized as China’s best-known scientific achievement. A total of 61 percent of overseas respondents believe China’s scientific and technological innovation capacity is strong or very strong， which exceeds the 57 percent of those surveyed within China.

Another fact highlighted is that China’s national image is better in developing countries than in developed ones. Chinese observers explain this as a consequence of some Chinese policies which benefit developing countries.

Wang Wen， Executive Dean of the Chongyang Institute for Financial Studies（CIFS）， Renmin University of China， told Beijing Review： “In the last two years， my research team and I have visited many countries along the Belt and Road （the regional development initiative proposed by China）. We can fully feel the favorable impression and expectation of the governments and peoples of these countries toward China.”

The Belt and Road Initiative， which stresses enhanced interconnection among regional countries， can help promote economic prosperity and regional cooperation for countries involved. According to the 2015 CNIGS， most respondents considered the initiative to be significant to their countries and themselves， as well as to regional prosperity and peace， and people in developing nations and young people welcomed the initiative more.

Future Development of China （%）

A bigger picture

In some media reports， a negative image of Chinese tourists is often highlighted.

Wang of the CIFS accepted that some Chinese tourists resort to improper behavior when they travel abroad， however it is a small number. “You see， there are hundreds of millions of Chinese people traveling abroad every year，” Wang explained.

Data released in January 2016 by the China National Tourism Administration show that tourists from China took 120 million trips abroad in 2015.

“When I visited Tanzania months ago， I learnt about a local survey report on the images of different nationalities in the eyes of Tanzanians. Forty-one percent of Tanzanians have a good impression of Chinese people—the highest， while 32 percent have a good impression of people from the United States，and 9 percent are inclined to the British，”Wang said.

Global respondents generally have a positive impression of Chinese people， and diligence is their most recognized characteristic， according to the 2015 CNIGS. The survey also shows the most prevalent perception of China is that of a large oriental country， full of charm and with a rich history， with 43 percent and 54 percent of respondents from developed and developing countries agreeing to this， respectively.

More overseas respondents are also planning to visit China， with Beijing， Shanghai and Hong Kong chosen as the top three destinations. About 31 percent of them plan to study， work or travel in China within the next three years， compared to 26 percent in 2014. Beijing （48 percent）， Shanghai （30 percent） and Hong Kong （23 percent） are their most favored Chinese cities. ■

Copyedited by Dominic James Madar

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