Why does Xi Jinping instruct his government to produce better soft power? If it's all the same thing he would just say improve our "economic and technological capability", but he specifically singles out soft power.
China to promote cultural soft power - Chinadaily.com.cn
Why? It's because "economic and technological capability" alone is insufficient to get high soft power. You'll get some soft power for sure as the XHS situation proves. But how do you get people infatuated? How do top scientists desire to move and contribute to China? How do you get people willing to pay high prices for Chinese luxury? How do you get people to cry and donate when a natural disaster strikes China?
I'll try to explain this using an example.
American entertainment had a pre woke era and a woke era. As you should know, lots of people hate woke entertainment. And, it's not just the white racists who hate it.
Isn't that odd? America has more or less the same hard power in both eras. So, clearly, "soft power is a non-violent extension of hard power" is a weak theory.
I've explained this before. Producing soft power, at least, in the media takes skill. Pre woke American entertainment had lots of skill combined with hard power. So it create huge soft power - Jurassic Park, Terminator 2, The Matrix, Titanic, Transformers, Lord of the Rings, etc.
Woke era American entertainment has much lower skill combined with the same or even better hard power (better technology) but people reject it. People hate the injection of ugly people, LGBTQ+, they hate the shoe horned race swapping, the boss girl who hates men, etc.
Chinese media is like American woke era entertainment. All the hard power is there but the skill is very low. So instead of joining forces to produce a Terminator 2 level masterpiece, we produce ugly shit like this
I honestly don't know how this crap gets made. What does it look like? A boy? A girl? No one can tell. It's not cute, it's not sexy, it's just gross like that sissy pants mutants.
Some of the things that people brag about are crazy. The latest thing is the Donbei floral patterns on men's clothing, I think. That stuff is gay looking. Not cool at all. Yet, people appear oblivious.
The little fresh meat / sissy pants look is repulsive to women globally outside of East Asia and South East Asia. Foreign women simped for Chinese men. Did you notice how NONE of those Chinese men look like a little fresh meat / sissy pants mutants?
But bad taste is everywhere across the media. It's not just bad visuals. It's bad cringe messaging. It's bad foreign worship attitudes. It's boring presentations.
The hard power is already sufficient. They need to increase their skill level now.