Why China’s Public Diplomacy Works Better in Pakistan

Minahil Zahid

Rawalpindi: In the battle for hearts and minds in Pakistan, China is quietly outpacing the United States by weaving together a multifaceted strategy—rooted in economics, culture, media, and consistent political communication.

While the US still wields considerable influence in areas like education and pop culture, its inconsistent messaging and controversial foreign policies have created space for China to gain ground in shaping public opinion.

Over the past decade, Pakistan has emerged as a critical arena for soft power competition between two global heavyweights—China and the United States. This rivalry extends beyond diplomacy and government alliances, reaching deep into civil society, media, youth, and cultural spaces.

Both nations engage in public diplomacy—leveraging education, culture, media, and strategic outreach to sway the Pakistani public. Yet, the effectiveness of this diplomacy lies in how well these narratives resonate with ordinary citizens. In this respect, China seems to be steadily solidifying its presence, while the U.S. appears to be recalibrating its approach.

At the heart of China’s growing influence is the China-Pakistan Economic Corridor (CPEC)—a flagship initiative worth over $60 billion. Branded as a game-changer for Pakistan’s infrastructure and energy landscape, CPEC has become a cornerstone of Beijing’s public diplomacy narrative.

Terms like “mutual benefit,” “shared future,” and “all-weather friendship” have been repeatedly reinforced through documentaries, public lectures, media alliances, and official statements—embedding themselves in the collective consciousness of Pakistanis who yearn for development, peace, and stability.

China’s approach is calculated yet effective. Its policy of noninterference, coupled with consistent support for Pakistan on international platforms such as the United Nations, aligns well with Islamabad’s regional priorities—especially on sensitive issues like Kashmir and counterterrorism. This alignment nurtures a sense of trust and loyalty among Pakistanis, something many feel has eroded in their relationship with the West.

What sets China apart is its investment in people-to-people connections and cultural diplomacy. Confucius Institutes across Pakistani universities promote the study of Mandarin and Chinese culture. Chinese TV dramas—like the popular Mining Town—are now dubbed in Urdu and broadcast widely, portraying stories of community building and progress.

These cultural exports do more than entertain; they paint China as a long-standing, benevolent friend rather than an imposing global power.

China’s narrative is further amplified through initiatives like the 2021 “A Better Future Together” media campaign, which showcases the benefits of CPEC and China-Pakistan cooperation.

Under “exposure programs,” influencers, journalists, and bloggers are taken to various Chinese cities to witness development firsthand—offering a counter-narrative to Western criticisms. Chinese state media have also partnered with Pakistani outlets to publish positive stories, subtly expanding the influence of state-sponsored messaging.

The US, for its part, has a much longer history of institutionalized public diplomacy in Pakistan. Programs like the Fulbright scholarships, university linkages, English-language training, and professional exchanges have significantly contributed to Pakistan’s higher education landscape.

American Centers in major cities host cultural events, debate competitions, and digital literacy workshops that attract thousands of young Pakistanis each year.

Humanitarian aid is another strong pillar of US diplomacy. From disaster relief during the 2005 earthquake and 2010 floods to medical support during the COVID-19 pandemic, American assistance has made tangible impacts. Moreover, American pop culture—music, movies, tech, and fashion—continues to dominate the tastes of Pakistan’s urban youth.

But despite these efforts, public opinion about the US remains mixed. Polls by Pew Research Center and Gallup Pakistan over the past decade show persistently low approval ratings, especially in rural and conservative communities. The legacy of drone strikes, military interventions in Muslim countries, and perceived double standards in foreign policy continue to fuel mistrust.

Moreover, many Pakistanis perceive US diplomacy as transactional and reactive. Unlike China’s consistent and long-term engagement, American initiatives often appear short-lived or politically motivated. While individual programs may be impactful, the absence of a coherent, empathetic strategy undermines their effectiveness.

Today, China is increasingly viewed as a development partner, while the U.S. is seen as a geopolitical actor. This perception gap matters. It shapes how Pakistanis—especially youth and civil society—respond to the soft power of these nations. China’s model of non-intrusive, patient diplomacy resonates more deeply with a population that values respect, stability, and tangible outcomes.

In my view, China’s success in public diplomacy stems from its ability to link economic aid with cultural understanding and strategic alignment. It has mastered the art of visibility without intrusion.

Its initiatives are seen as long-term, unconditional, and focused on development—precisely what many Pakistanis prioritize. Unlike the US, which occasionally comments on Pakistan’s internal affairs, China refrains from interfering, further enhancing its image as a respectful partner.

That said, the US still holds unmatched influence in higher education, academic freedom, and global culture. But unless it combines these strengths with continuity, humility, and mutual respect, it will struggle to match China’s growing sway in Pakistan. The US must pivot from a model of dominance to one of partnership—especially in an increasingly multipolar world.

Ultimately, the future of public diplomacy in Pakistan lies not in loud slogans or flashy projects but in authentic, people-centered engagement. China and the US each bring a unique flavor to the table, but it is those who listen, commit, and deliver that win Pakistan’s trust. Hearts and minds are not bought with cash—they are earned through respect, relevance, and reliability.

As for Pakistan, it must navigate this competition wisely. Leveraging both partnerships while safeguarding national autonomy can help the country chart a strategic path forward. A smart public diplomacy approach would amplify local voices, promote media literacy, and empower institutions to shape narratives rooted in Pakistani realities. In the end, the true winner in this soft power contest should be the Pakistani people.

Minahil Zahid is an International Relations student at Fatima Jinnah Women University. She has a strong interest in global affairs, politics, and social issues.

The article is the writer’s opinion, it may or may not adhere to the organization’s editorial policy.

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