China steps up media outreach in Central Asia

China has launched a wide-ranging campaign across Central Asia aimed at improving its public image and strengthening its influence in the region.

The initiative, coordinated by Chinese embassies, involves Beijing-created content being published in prominent media outlets in Kazakhstan, Uzbekistan and Kyrgyzstan.

The content promotes China as a reliable trade partner, emphasising economic cooperation, regional stability and shared development goals.

Chinese diplomats argue that Western influences risk sowing division in Central Asia, while China presents itself as a neighbour focused on mutual benefit rather than political interference.

In one publication it warns Central Asian countries to avoid a “Cold War mindset”, which has previously been a way China refers to U.S. President Donal Trump’s administration.

In Kazakhstan’s Tengrinews, the country’s most viewed news site, Chinese-authored articles have highlighted what they say is the benefits of bilateral trade between China and the region. Similar material has been published or broadcasted by major state-linked outlets in Uzbekistan and Kyrgyzstan.

Alongside this media push, a Chinese organisation known as the Academy of Contemporary China and World Studies has sponsored public opinion surveys in several Central Asian countries.

China’s image-building campaign comes as its economic presence in Central Asia continues to expand. Trade between China and the region has increased sharply in recent years, and Beijing is a major investor in infrastructure and energy.

While Western countries have attempted to deepen engagement with the region, China’s latest campaign suggests it is determined to secure its position not only through economic ties, but by actively shaping public narratives.

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