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The ongoing attention and reactions sparked by CNN around the theme of "Made in China" continue to build momentum. This marks the first time that China has used advertising as a tool to promote its national image. While some have praised it, others remain skeptical, reflecting a mixed public response.
In a global climate where the financial crisis is still lingering and trade protectionism is on the rise, this proactive move to showcase China's image is a smart and strategic initiative. It not only helps improve China’s international perception but also enhances its soft power, reinforcing its role as a responsible and dynamic player on the world stage.
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, “This commercial aims to show that 'Made in China' used to be associated with overseas production and a less favorable industry image.†She added, “In reality, 'Made in China' is the result of global division of labor and international collaboration.â€
According to the ads, over half of China’s current exports consist of processing trade products, made according to foreign specifications and standards. From an export perspective, foreign-invested enterprises account for nearly 60% of China’s total exports, highlighting the deep integration of Chinese manufacturing into the global supply chain.
Liu Libin, executive vice president of the China Business Advertising Association, emphasized that the campaign’s core message is clear: to promote "Made in China" and demonstrate that Chinese products meet high-quality standards.
While many netizens in China have expressed strong support for the ad, with one from Hunan saying, “It’s a great and creative effort. Imagination and innovation are the real engines of progress,†some domestic media have raised concerns. They argue that the inclusion of French design and Silicon Valley technology in the ad suggests that China remains at the lower end of the industrial value chain, merely acting as the world’s factory.
Despite the debate, the campaign represents a bold step forward in reshaping how China is perceived globally—moving beyond stereotypes and showcasing a more confident, innovative, and integrated economy.