Motivations, Policies and Performance: A Review of China’s Culture ‘Going Out’ Strategy

Few countries have advanced their culture globally as China has done in the last two decades with its culture ‘going out’ strategy. Promoting cultural goods and services overseas and fostering cultural exchanges, the strategy is also part of the country’s efforts to advance its soft power abroad. Broadly, there are two contrasting perspectives on the strategy’s performance. Because of its stability and financial muscle, local analysts generally praise it, while the overarching official involvement provokes suspicion in some international contexts. This article provides a neutral assessment of the implementation, achievements, and impact of China’s culture ‘going out’ strategy, investigating its successes and shortfalls.