China’s charm offensive reaches new heights – a display of internal power with the Asian Games functioning as a global ‘name card of China’ for Asia.
Brand China had a virtual monopoly of the event’s sponsorship, giving the world a clear view of its growing economic prowess… Domestic companies made up 88 per cent of the Games’ sponsors and suppliers, even higher than the 59 per cent they achieved at the 2008 Beijing Olympics.
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The real winners in Guangzhou: Brand China
By Peh Shing Huei, China Bureau Chief
Source – Straits Times, published November 28, 2010
Beijing – China’s dominance at the Guangzhou Asian Games has been overwhelming, and not just in its haul of gold medals. While its athletes have been breaking records in the field, the country’s commercial brands have been wiping the floor with their advertisements and endorsements.
Brand China had a virtual monopoly of the event’s sponsorship, giving the world a clear view of its growing economic prowess.
Domestic companies made up 88 per cent of the Games’ sponsors and suppliers, even higher than the 59 per cent they achieved at the 2008 Beijing Olympics. Read the rest of this entry »
Filed under: Asian Games 2010 - Guangzhou, Asian Games Guangzhou 2010, Beijing Consensus, Charm Offensive, Chinese Model, Communications, Culture, Domestic Growth, Economics, Greater China, Influence, International Relations, Lifestyle, Media, Nationalism, Politics, Population, Public Diplomacy, Social, Soft Power, Sport, Straits Times
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