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Soft power has traditionally been viewed by China’s leaders as a fulcrum of international competition. The foundations were laid in the 1990s by Jiang Zemin’s  Going Out Strategy  (Chinese: 走出去战略; pinyin:  Zǒuchūqū Zhànlüè ) which encouraged Chinese enterprises to venture overseas to capture new markets. Soft power, however, has much older traditions dating back to the Warring States (Chinese: 戰國時代; pinyin:  Zhànguó Shídài , 475–220  BC ). It is from this era that China draws its theory and praxis of soft power, which it frames as “Cultural Soft Power,” literally meaning “Civilizational Soft Power” (Chinese: 文化软实力; pinyin:  wén huà ruǎn shí lì ). Drawing mostly on Chinese philosophical and strategic thought, this paper discusses the conceptual bases of Chinese soft power, examines the values and tools that shape it, how they are applied in Africa, as well as their limitations. The study finds that “Cultural Soft Power” is the thrust behind China’s strategic engagements in Africa which aim to generate sustained African support for Beijing’s vision to transform global governance institutions and norms. The Confucian concepts of “appeal” and “attraction” are central to Chinese soft power thought which is premised on the assumed uniqueness of Chinese culture and civilization and therefore the Chinese development model. This lies at the heart of the ideological alternative China is promoting on the world stage and its approach to strategic competition. Africa is a vitally important foundation in this quest.

Strategic Application of the Tao 道 of Soft Power: The Key to Understanding China’s Expanding Influence in Africa