It's a bit OT but I'd guess there just isn't much money offered by the government to do more overt propaganda.
Russia and US put a lot of money, they employ and pay salaries to entire groups of ppl like operation earnest voice for example just to pretend to be pro government people online. I remember reading, megacompanies in US (which are all aligned with the govt) actually employ far more bots than the govt itself, so there's a lot of outsourcing or private use going on.
China built it's own net with it's own rules and not USA rules. So they mostly don't need to deal with the western stuff. That means theres not much incentive to touch English speaking spaces. China has after all only recently expanded to truly global force projection.
Now is a good time to start engaging with English speaking audience, which include many who would be strongly pro-China, such as Russian emigrants, Iranians etc.
China, or more accurately, "NGOs of Chinese origin" and "private companies" can form alternative and general news sites, with the goal to excaberate tensions in the west, weaken their political resolve and spread political thought.
I think as China now moves towards seeing the West as an enemy, such initiatives will be formed, and there should be many talented young people who would wish to take such a role on themselves.
Most importantly, the CPC needs to pay high salaries for them, you get what you pay for.
Indeed, there are vast amount of people, thousands and thousands engaging daily in subtle propaganda. It's not in-your-face. E.g. BBC has a weekly or monthly feel-good article about India etc and so on. So over the years, you change perception of the place. Similarly, on reddit, anything bad about India gets downvoted to hell. It's another matter that India overall is so incompetent with everything that bad news hit the headlines and anyone who visits India complains of city-wide poop smell (recently a German I knew went to Mumbai and was 'never again' ).
But CCP is so scared of western social media, there just arent enough Chinese out there to speak on the medium where rest of the world is talking.
There are just so many ways to engage and fight for the information you wish to project. China seems to have given up that space, CCP is just so focused on managing information internally.
Look at Putin, he did quite a job in furthering democratic and republican divide, just focusing on issues that are relevant to them. His investment in information warfare gave him an edge even in war against Ukraine where mainland Europe was caught with its pants down and had to apply sanctions that hit them back hard, that cost is partly due to his information warfare investment.
I feel in terms of information warfare, CCP are bit outdated dinosaurs. This brick and mortar approach makes sense to millitary and economy, but soft-power doesnt work that way. And then comes the vocabulary used, it's so commie and North Korean at many times... 'revolutionary'... 'national rejuvenation', these words may be fine in Chinese for local audience, but the global tiktok generation is gonna laugh at your face.
In all of this episode, China made gains on the ground, yet it feels bitter, because the lost the plot on the information front.