Political advisor urges targeted soft power approach

China must identify what aspects of its culture best appeal to foreigners if it is to build soft power abroad, a Chinese political advisor said on Friday.

"The global community will only listen to a story of China that meets its needs," said Lee Ka Kit, vice chairman of Hong Kong property developer Henderson Land Development, at the annual session of the Chinese People's Political Consultative Conference National Committee.

He singled out green credentials, economic success and traditional values as national strengths.

For example, China should promote the fact that its annual per capita oil consumption is about two barrels, while it is 22 barrels in the United States, according to Lee.

The economic prosperity and social stability achieved since the reform and opening up process began in the late 1970s are also likely to impress people abroad.

And old-fashioned Chinese principles like "duties over rights, groups over individuals, and harmony over conflict" are more spiritually relevant today than Western values, Lee said. Endi