Hard Bases of China’s Soft Power

THERE is currently much discussion in China about soft power, and I follow this discussion with great interest as a marketing professional and a lay observer. Here I would like to express my opinion in a professional sense. I was in charge of marketing and branding London for eight years, from 2000 to 2008. During that period the success of our work was recognized by international surveys that fre- quently ranked London as the world’s number one city.