Images, visibility and the prospects of soft power of the EU in Asia: the case of China

Europe’s ability to project power is said to have depended on a unique combination of normative influence with a specific mix of policy instruments that help increase its political and economic influence all around the world. For the purpose of this analysis, the images and the perceived importance of the EU in China, including Hong Kong and Macao, are subject to empirical examination. An evaluation of the effectiveness of the EU’s action in forging a partnership not only with the leaders but also with the people is presented. Although both sides take pride in forging a ‘comprehensive strategic partnership’, with highly positive public perceptions of the EU and its actions in China, the EU’s soft power is found to be inadequate in dealing with the rise of China. Under such circumstances, whether or not the EU can advance its foreign policy agenda in China would ultimately depend on its leaders’ willingness to speak truthfully to the rising power.