In international relations today, influence is as essential as military and economic might. Consequently, leaders promote favorable images of the state in order to attract allies and win support for their policies. Jing Sun, an expert on international relations and a former journalist, refers to such soft power campaigns as "charm offensives."

Sun focuses on the competition between China and Japan for the allegiance of South Korea, Taiwan, and other states in the region. He finds that, instead of adopting a one-size-fits-all approach, the Chinese and the Japanese deploy customized charm campaigns for each target state, taking into consideration the target's culture, international position, and political values. He then evaluates the effectiveness of individual campaigns from the perspective of the target state, on the basis of public opinion polls, media coverage, and the response from state leaders.

A deep, comparative study, Japan and China as Charm Rivalsenriches our understanding of soft power by revealing deliberate image campaign efforts and offering a method for assessing the effectiveness of such charm offensives.

Chinese president Xi Jinping is most famously associated with his “Chinese Dream” campaign, envisioning a great rejuvenation of the nation. Many observers, though, view China’s pursuit of this dream as alarming. They see a global power ready to abandon its low-profile diplomacy and eager to throw its weight around.
 
Red Chamber, World Dream represents an interdisciplinary effort of deciphering the Chinese Dream and its global impact. Jing Sun employs methods from political science and journalism and concepts from literature, sociology, psychology and drama studies, to offer a multilevel analysis of various actors’ roles in Chinese foreign policy making: the leaders, the bureaucrats, and its increasingly diversified public. This book rejects a simple dichotomy of an omnipotent, authoritarian state versus a suppressed society. Instead, it examines how Chinese foreign policy is constantly being forged and contested by interactions among its leaders, bureaucrats, and people. The competition for shaping China’s foreign policy also happens on multiple arenas: intraparty fighting, inter-ministerial feuding, social media, TV dramas and movies, among others. This book presents vast amounts of historical detail, many unearthed the first time in the English language. Meanwhile, it also examines China’s diplomatic responses to ongoing issues like the Covid-19 crisis. The result is a study multidisciplinary in nature, rich in historical nuance, and timely in contemporary significance.