China is conducting a sustained global campaign to promote its interests. In some cases, it tries to win support by investing in the infrastructure of other countries. It also makes a concerted effort to persuade people to think positively about China by sending upbeat messages through the media. This approach is sometimes termed “soft power” and it is distinctly different from the sharp power of the military. In this podcast, Professor Steve Tsang, Director of the SOAS China Institute, explains what Xi Jinping is aiming to achieve. The guest presenter is Dr Zuri Lintesky, Research Associate at the Eurasia Group Foundation in Washington DC.