Beijing became concerned about this issue about ten years ago, when it became clear that its traditional ‘soft power’ approaches were no longer working. Despite generous investments in promoting its image, China was not treated better as a consequence. Indeed, on the contrary, the degree of Sinophobia increased in direct proportion to China’s growing economic power. Confucius Institutes were perceived exclusively as breeding grounds for Chinese propaganda. Even a public relations event as obviously successful as the 2008 Summer Olympics was accompanied by loud accusations of human rights abuses and speeches in support of Tibetan separatists. This is when it became clear to Beijing that what matters is not what is actually happening, but how it is reported on the internet. And online content in today’s world is mostly produced by Westerners and in the English language. As a result, not only the West itself, but also China’s neighbors, look at it through the eyes of the West.