Soft Power Rivalry: How China is Challenging U.S. Dominance

After the end of WW2, two major powers, the USSR and the U.S, emerged at the forefront to spread their ideologies. Both rely heavily on hard power. However, when the era of the Cold War ended and the world order shifted to a unipolar system, the U.S dominated through soft power. At this time, it was realized that military power is not enough to maintain its global influence; soft power is also needed. According to the report of Global Soft Power Index by Brand Finance (2025), China has ascended to the world’s second most influential soft power nation, marking a shift toward a bipolar international system. This article aims to analyze how China is challenging the USA’s dominance in soft power and gradually filling the vacuum left by its own faltering diplomacy.

Power is the essential element of states to protect their sovereignty. It cannot solely rely on hard power. In the 21st century, the image of soft power has emerged among states, which contains three main pillars: political values, cultural and foreign policy. Economics and military are also needed.

Professor Joseph Nye explains the soft power that ‘The best propaganda is not propaganda but the natural appeal of culture, values, and policies that attract others voluntarily’. Joseph Nye explains hard power like wielding a stick and soft power like a magnet. He also suggests that certain elements of hard power can be transformed into soft power, such as the provision of naval ships by the US for tsunami relief in Indonesia in 2004, which had a significant impact on the region.

After World War II, the United States consolidated its soft power dominance by winning the hearts and minds of European people under the trauma doctrine and the Marshall Plan. It established international institutions such as the United Nations (UN), the International Monetary Fund (IMF), the World Bank, and NATO, which provided the structural influence over global governance. Beyond institutions, American culture spread globally through Hollywood films, music, and media, while the English language became the lingua franca of science, trade, and diplomacy, further embedding U.S. influence.

After the end of the Cold War, the U.S has been shooting itself in the foot with its undesirable and unattractive foreign policy, which lost its soft power. Firstly, the USA military operations, Operation Iraqi Freedom in Iraq, and Operation Enduring Freedom in Afghanistan can never be termed a success in any meaningful sense of the word. Secondly, the Trump administration further weakened the soft power of the U.S by pursuing tariffs, unilateralism, and the withdrawal of global agreements such as the Paris Climate Accord (2015), UNESCO (2017), JCPOA and the WHO (2020). Thirdly, the USA provides aid to other countries under specific political conditions, such as promoting democracy and respecting human rights that align with U.S. strategic interests. All these situations created the gap and opened space for emerging powers like China to expand their influence.

China has been gaining soft power for a long time. It became a major economic force in the 1990s. However, it continues to be seen by the world as a communist and authoritarian state. During the 17th National Congress of the Chinese communist party, the term soft power was first used in 2007. This soft power gradually increased during the period of Hu Jintao and Xi Jinping.

In the global financial crisis, the economies of Western countries fell. However, China’s economy was seen as steady and expanding. Due to this confidence, Xi Jinping announced the Belt and Road Initiative to expand its influence worldwide. China also focused on its traditional culture and climate diplomacy to increase its impact. All these actions challenged the Western narratives. In 2017, the incumbent Chinese president announced his vision, “Community of Shared Future for Mankind”. By this idea, China has become a responsible global player.

To increase the Chinese culture, China focused on its education diplomacy. 500 Confucius institutes were founded across the globe. The Chinese government offers scholarships to several students worldwide. When these students return home, they have a positive view of China. In this way, China successfully expands its influence all over the world. It is said that China use the instrumental education diplomacy based on mutual respect, while the United States use the value-based soft power. Similarly, China has also employed climate diplomacy as an attraction tactic. To fill the leadership void left by the U.S. withdrawal from the Paris Agreement in 2017, Beijing promoted the idea of “ecological civilization.” President Xi declared in 2020 that China would reach carbon neutrality by 2060 and peak emissions prior to 2030. For this purpose, China positions itself as a “climate leader,” and participates in major climate forums (COP, UNFCCC) and funds green technology in Global South countries.

The other main element is that China helps other countries without imposing political conditions. Under the soft power strategy, China’s digital platforms are reshaping global communication. Chinese culture and language promotion, technological innovation, and quick development in fields like telecommunications, renewable energy, and artificial intelligence, like deep-seek, have made China a global leader. In this way, China strengthened its soft power throughout the Global South and promoted sustainability.

There are also significant obstacles on both sides of the US-China soft power rivalry. Along with internal political divisions and decreasing international trust, the United States’ credibility is declining following the wars in Iraq and Afghanistan. China, on the other hand, faces criticism for human rights, claims of creating debt traps through the BRI, their authoritarian government, and censorship. Both powers struggle to maintain long-term attraction, which reduces the total impact of their soft power despite their widespread influence. Bipolar competition is replacing unipolar competition in today’s globe. The future will rely on which nation can continue to inspire confidence and appeal around the world without causing further rifts.