On May 31, Chinese President Xi Jinping told a Politburo group study session that officials needed to “better construct China’s stories and tell China’s discourse and narratives” and promote a more “reliable, admirable and respectable” image.
After instructing its diplomats to have an aggressive approach to diplomacy similar to the heroes of Wolf Warrior, the centralized government of the People's Republic of China wants to use a softer approach to public diplomacy. Uncomfortable with the issues of Tibet, Taiwan, Hong Kong, or its internal communities, Beijing wants to manage the international perception of the Uyghur with a seductive campaign of videos:
CCTV News on Sunday posted a video on Weibo featuring Uyghur celebrities Nigermaidi Zechman and Dilraba Dilmurat, as well as Tong Liya, an actress of Xibe ethnicity who was born in Xinjiang. The video was three and a half minutes long and introduced Xinjiang’s geography, culture and specialty foods.
It is difficult to evaluate whether or not this change of tone is radical or part of a strategy to control the narrative about China and its right to deal with any questions related to its sphere of influence. What remains is the amateurism of China in Public diplomacy, especially after denying the existence of concentration camps for its muslim minorities, before acknowledging them as "vocational training facilities".
Apple Daily is also threatened by the expanding power of Beijing over the former British colony of Hong Kong.