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The attention and global reaction sparked by CNN's coverage of the "Made in China" theme continue to grow. This marks a historic moment for China, as it is the first time the country has used advertising to promote its national image on an international scale. While some have praised the move, others remain skeptical, reflecting the mixed perceptions surrounding China’s evolving role in the global economy.
In the current context of lingering financial instability and rising trade protectionism, this proactive effort to showcase China’s image is a bold and strategic step. It not only highlights the nation’s growing influence but also contributes to enhancing its soft power, building a more positive and nuanced global perception.
The advertisement reflects China’s growing confidence. As Zhang Jingjing, president of the China Chamber of Commerce for Import and Export of Mechanical and Electrical Products, explained, “The broadcast of this commercial film aims to change the previous perception that 'Made in China' was made overseas.†She emphasized that "Made in China" is actually the result of international division of labor and collaboration.
According to the ads, over half of China’s current exports consist of processing trade products, which are produced based on foreign orders and standards. Additionally, nearly 60% of China’s total exports come from foreign-invested enterprises, highlighting the deep integration of global supply chains with Chinese manufacturing.
Liu Libin, executive vice president of the China Business Advertising Association, stated that the advertising campaign has a clear message: to showcase "Made in China" and demonstrate that Chinese products meet high-quality standards. The campaign aims to reshape the narrative around Chinese goods, moving beyond outdated stereotypes.
While many netizens in China expressed strong support for the ad, with one user from Hunan saying, "It's a great ad. We finally did something creative and imaginative—creativity is the driving force for development," some domestic media voices raised concerns. They argued that the inclusion of French design and Silicon Valley technology in the ad suggests that China still occupies the lower end of the global industrial chain, merely acting as a factory for the world.
Despite these differing opinions, the campaign represents a significant shift in how China is presenting itself to the world—one that seeks to balance pride in its achievements with an acknowledgment of its complex global role.