China Daily, the official English-language media in China, targets foreigners living in China through its cartoons. Its goal is to portray a positive image of the country. By highlighting a benevolent China and criticizing Western powers, these cartoons aim to contribute to the dissemination of Beijing’s soft power.
Established in 1981, China Daily has the largest circulation (900,000 copies, including 600,000 abroad) among all English-language newspapers in China. It is owned by the Central Propaganda Department of the Communist Party of China (CPC), which dictates the topics to cover and those to avoid. This media outlet, available both in print and online, serves as a significant tool of Chinese public diplomacy. It mainly targets diplomats, expatriates, tourists, and anyone interested in China worldwide. Through China Daily, China communicates in English with the entire planet. The articles’ content is generally consensual and non-controversial, except for the daily caricatures.
This communication strategy is at the forefront of soft power. According to American political scientist Joseph S. Nye, the “father” of this concept, soft power, unlike propaganda, involves disseminating information portrayed as impartial to forge a positive image of the originating country abroad. The worldview depicted by China Daily through its cartoons, linked to current events with factual elements hard to dispute, primarily falls under soft power.
Most of China Daily’s cartoons revolve around a recurring narrative: the positive image of China and the negative portrayal of the United States, focusing on themes like environmental protection (claimed by Beijing), international trade (threatened by the U.S. and promoted by China), and ethical values. The collection of cartoons over the years outlines a new global order where the U.S., surpassed, is no longer at the center, replaced by a benevolent and constructive China.
The selection presented showcases an entire year, from February 2025 to February 2026 (around 300 cartoons), analyzed and interpreted.
A Benevolent and Attractive Image of China
China is depicted as humane, happy, smiling, attractive, and working for peace and shared progress, appealing to a global audience through characters of various ethnicities.
Topics covered include security in China (compared to the U.S.), innovative Chinese technologies (DeepSeek), dream tourist destinations, and Chinese cuisine. The “carousels” displayed allow viewers to see some of these drawings.
The portrayal aims to show that China is welcoming and appreciated, highlighting cultural successes like cinema and fashion.
A Dark Image of the United States and Allies
Conversely, the American rival is consistently depicted in a negative light, highlighting various faults such as debt, resource plundering, and unilateralism.
The U.S. is described as brutal and fierce, often shown as vultures or barbarians. Special series focus on their dilemmas and contradictions.
Europe isn’t spared either, mocked and presented as weak and the major loser of the current period. Japan is another key subject, often depicted in a mocking or ironic light.
China as a Champion of Balanced International Trade
International trade plays a significant role in these cartoons. China is portrayed as a benevolent leader, extolling the benefits of free trade and warning against protectionism to rescue the threatened global economy.
China, a Defender of Environmental Protection
Environmental protection, a universally advocated issue, is taken up by China. The cartoons on this subject are less aggressive and less personalized, showing the planet in danger (climate change, waste). Solutions like ecological initiatives are also showcased, where China doesn’t necessarily take the spotlight.
China Upholding Ethical Values
In the same vein, China Daily covers topics related to ethical or moral values, presenting current sensitive issues and indicating China’s concern about their consequences on society.
The cartoons aim to promote an image of China, criticize unpopular countries, and emphasize universal values that resonate beyond borders. They sketch a world order with China at the center, presenting a bold political communication strategy termed as proactive or aggressive.
The primary aim is to enhance the country’s image abroad, influence perceptions of Chinese diasporas, and counter information spread by some Western media outlets, for example, regarding environmental protection. Whether this communication strategy yields results remains to be seen.
