INTRODUCTION

The cultural impact of China's growing presence and involvement in the region has generated significant discussion. Beijing's official narratives, particularly in the promotion of the Belt and Road Initiative (BRI), have consistently emphasized not only physical connectivity but also cultural exchanges through people-to-people interactions (Kuah 2019). This highlights the importance China places on the deepening of cultural ties as part of its global engagement strategy. This is further demonstrated in China's recent launch of the Global Civilization Initiative (GCI), which purportedly features an alternative to Western modernization (Hoon and Chan 2023).

President Xi Jinping's vision of creating a “Community of Shared Future for Mankind” is designed to closely intertwine with China's soft power approach, wherein cultural exchanges with partner nations and people-to-people connections play a pivotal role. The emphasis on human and cultural exchanges also extends to the discourse presented by both the Indonesian and Chinese governments when managing their bilateral relations. The overarching strategy is encapsulated in the phrase proposed by Xi Jinping to “tell China's story well” (讲好中国故事).

However, the remarkable ascension of China in recent decades has also engendered a proliferation of anti-China sentiments, particularly galvanized within the crucible of the “discourse war” with Western powers (Shambaugh 2015). This frequently finds expression under the aegis of the “China threat” narrative (Pradt 2016). In response to this conundrum, China has invested substantially in cultural diplomacy and sought to augment its soft power through orchestrated global outreach initiatives (Chen, Colapindo, and Luo 2012).

Operating as an instrument of international relations, soft power conveys a modality of influence characterized by subtlety and allure, in contradistinction to coercion (Nye 1990). In tandem with material assistance and the China model of development paradigms, China's soft power strategy encompasses multifaceted endeavours. These include the establishment of the much-debated Confucius Institutes (CI) across the globe, the endowment of international academic exchange programmes, the instigation of international outreach endeavours and the expansion of its premier state television broadcaster, CCTV, across diverse linguistic contexts worldwide (Rawnsley 2012).

Concurrently, China's cultural diplomacy initiatives extend into the realm of entertainment as well. In the past two decades, the Chinese state has authorized the creation of patriotic and nationalistic television series, singing competitions and variety shows that coalesce artists from the broader cultural tapestry of China, spanning Taiwan, Hong Kong and the global Chinese diaspora.