Branding China – I wonder what Wally Olins is thinking

ZEENEWS (the Indian Edition) has an interesting piece of news about China and the new branding campaign.

Last night I saw on CNN many reports on China – some of them made it in the local news and some of them really made me think (Chen Lu Yu – ‘China’s Oprah’ is such an example).

Now I read that the Chinese Premier calls for new image for Communist China as “peaceful, democratic, and progressive country”. When the premier Wen Jiabao said this today many dots connected in my head. I guess that the PR strategy is ready an this is just the beginning. In 2006 I saw a very good media coverage from China (CNN had a whole week called “Eyes on China”) but I think that this year they’ll really hit the mainstream media.

Why now?
I have no clue.