China’s global propaganda efforts, often referred to as “external propaganda” or 大外宣 “da wai xuan,” are stirring up scrutiny and online chatter following reports that Beijing spends tens of billions of dollars every year to shape international narratives and shape public perception.
According to recent claims circulating online and cited by Taiwan’s Liberty Times, China’s yearly spending on overseas messaging may range from $7 billion to $10 billion, with content distributed through more than 20 major media outlets across North America, Europe, and the Asia-Pacific region.
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Paid content disguised as news
A social media user focused on exposing communist propaganda recently noted that Chinese state-backed content has appeared in prominent international publications in the form of paid inserts designed to resemble independent journalism.
These materials, typically labeled as supplements such as “China Watch,” are typically written and funded by Chinese state media but presented in a format that mirrors legitimate reporting. The aim, analysts say, is to promote Beijing’s narratives, downplay sensitive issues, and project a favorable image of China to global audiences.
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Western outlets that have carried such content in the past include major U.S. publications such as The New York Times, The Wall Street Journal, The Washington Post, Los Angeles Times, Chicago Tribune, Houston Chronicle, The Seattle Times, and The Boston Globe, as well as Time magazine. Similar inserts have appeared in European and Asia-Pacific outlets, including The Daily Telegraph, The Guardian, Le Figaro, Süddeutsche Zeitung, and The Sydney Morning Herald.
Non-traditional advertising
Analysts emphasize that these inserts differ significantly from conventional advertising. While commercial promotions typically focus on tourism, investment opportunities, or cultural exchange, the content of these supplements often addresses political themes, highlighting China’s governance model, countering Western criticism, and reinforcing its image as a “responsible global power.”
By embedding such material within reputable newspapers, the strategy leverages the credibility of established media institutions, subtly influencing millions of readers.
Public filings under the U.S. Foreign Agents Registration Act (FARA) provide some insight into the scale of these efforts. Records show that China Daily, one of China’s official English-language newspapers, spent nearly $19 million on advertising and printing in U.S. media between 2016 and 2020 alone.
Among the recipients, The Wall Street Journal reportedly received close to $6 million, while The Washington Post received over $4.6 million. Other outlets, including Time and Foreign Policy, also received payments.
Documented spending
Since 2017, total spending tied to advertising and inserts in U.S. media has exceeded $20 million, though analysts note that this represents only a fraction of China’s broader global messaging budget.
Experts caution that publicly disclosed figures capture only a small portion of the overall effort. Reports from institutions such as the U.S. State Department’s Global Engagement Center suggest that China’s total spending on global information operations, including media influence, content partnerships, and digital outreach, may reach into the tens of billions annually.
Beyond print media, these efforts include content-sharing agreements with foreign outlets, extensive use of social media platforms such as Facebook and X, partnerships with think tanks, and cultural exchange initiatives designed to amplify China’s global image.
State media organizations such as Xinhua News Agency and People’s Daily also play a central role in disseminating official narratives internationally.
A much larger global strategy
While Beijing’s strategy has been described as efficient, particularly in reaching influential, elite audiences through established Western publications, its effectiveness is increasingly being questioned.
Several major outlets have scaled back or discontinued such partnerships, and public awareness of paid content masquerading as news has grown. Regulatory scrutiny has also intensified, with U.S. authorities strengthening FARA disclosure requirements and designating certain Chinese state media entities as foreign missions.
Analysts argue that while financial investment can secure placement, it cannot guarantee credibility. As one commentary noted, “Money can buy space on the page, but it cannot buy lasting trust.”
A shifting media landscape
A document reportedly circulating within China’s internal security system in late 2025 suggested that traditional overseas propaganda methods are becoming less effective, consuming significant resources without achieving desired outcomes.
In response, Chinese authorities are said to be shifting strategies by placing greater emphasis on digital influence by engaging prominent social media personalities and expanding online outreach.
This evolving approach reflects the broader challenge Beijing faces: Maintaining influence in an increasingly decentralized global information environment, where independent voices and digital platforms play a growing role.