Sun Peisong

Director, Lianyungang Development Research Institute

Sun Peisong served over 20 years in China's military. In 2000, he moved to work in Lianyungang in Jiangsu province. He is currently a director of the Lianyungang Development Research Institute, with research interests in regional economy and international relations.

A man wearing a protective mask passes by a billboard depicting Chinese President Xi Jinping as the spread of the coronavirus disease (COVID-19) continues in Belgrade, Serbia, 1 April 2020. The text on the billboard reads "Thanks, brother Xi." (Djordje Kojadinovic/REUTERS)

Why has China’s global publicity efforts backfired?

China has been wanting the world to acknowledge its contribution to international pandemic aid, to recognise its “one China” policy, and its growing influence based on goodwill and generosity. However, observes Chinese academic Sun Peisong, China’s international publicity efforts have often ended up coming across as immature or even petulant. He feels a deep mindset change is needed if China wishes to be understood and accepted by its peers in the world.