Beijing 2022 Winter Olympics: An Endeavor to Rebrand China
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Abstract
This research article aims to study China's hosting of the 2022 Winter Olympic Games as a tool of foreign policy. The research questions concern how China strategizes to promote soft power enhancing its national branding and how it deals with the challenges impeding the achievement of this goal. The research framework is soft power and sport, especially hosting of a sports mega-event, as a vital resource for foreign policy. This article also utilizes a qualitative approach, analyzing both primary and secondary data to address the issues. The findings indicate that China continues to emphasize values like being eco-friendly and utilizing cutting-edge technology, both of which have been consistent since the 2008 Olympics. This is evident through its motto, flame design, mascot, and related infrastructure development, all based on the principles of peaceful coexistence, environmental friendliness, and advanced technology. However, China’s policy contradictions, particularly in its governance within the Xinjiang Uyghur Autonomous Region and cooperation with the global community to cope with climate change, remain contentious issues. These contradictions pose significant challenges in China's efforts to promote soft power through the latest hosting of a global sports event.
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