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I feel in terms of information warfare, CCP are bit outdated dinosaurs.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.