Chinese Star Fuels Malaysian Tourism Surge: A Controversial Win?
The appointment of renowned Chinese actress Fan Bingbing as Melaka, Malaysia’s tourism ambassador has ignited a firestorm of debate, yet delivered surprisingly strong results. This marks a shift in China’s soft power strategy, moving beyond state-led initiatives to embrace private sector partnerships.
Historically,China’s influence abroad has been largely orchestrated by government entities like the Confucius Institute and state-run media. However, the past decade has witnessed a rise in privately driven cultural diplomacy, exemplified by Fan’s high-profile role. This approach offers a more nuanced portrayal of Chinese culture, independent of strict government control, similar to the impact of K-pop or Hollywood films on global perceptions.
Melaka, aiming to revitalize its tourism sector following the COVID-19 pandemic, launched its ”Visit melaka Year” campaign in 2024. Fan’s appointment in April,followed by a highly publicized three-day promotional tour in June,was a key component of this strategy. Her visit included photo shoots at iconic landmarks, sampling local cuisine, and meetings with high-ranking officials, including Melaka’s Chief Minister and the Malaysian King.
The strategy proved remarkably effective in attracting chinese tourists, a crucial market for Malaysia.Though, the choice of fan, given her past tax evasion issues in China, sparked significant controversy.The Pan-malaysian Islamic Party (PAS), as an example, openly criticized the decision, advocating for a local Malay representative to highlight Melaka’s Islamic heritage.
Despite the criticism, the numbers speak for themselves.Reports suggest that mentions of “melaka” and ”fan Bingbing” generated nearly 320 million and 800 million searches, respectively, on the Chinese social media platform Weibo. The Melaka state government also reported a significant increase in tourism following Fan’s visit.
This case study presents a compelling example of the evolving landscape of international cultural diplomacy. While the controversy surrounding fan’s appointment raises questions about ethical considerations and the potential pitfalls of leveraging celebrity endorsements, the undeniable success in boosting tourism underscores the growing importance of private sector engagement in shaping a nation’s global image.
Chinese Star Fan bingbing Fuels Malaysian Tourism Surge
Melaka, a historic Malaysian city, has experienced a remarkable tourism boom, exceeding all expectations thanks in part to a surprising ambassador: Chinese actress Fan Bingbing. By the end of September, nearly 10 million visitors flocked to Melaka, surpassing the 2024 annual target of 8.7 million.
Fan’s appointment as Melaka’s tourism ambassador is more than just a publicity stunt; it represents a interesting shift in how China projects its influence globally. “fan’s role as Melaka’s tourism ambassador also symbolises the enduring ties between China and Malaysia,” a source close to the initiative noted.
Unlike customary government-led campaigns, Fan’s ambassadorship is a unique blend of public and private sectors.The Melaka state government revealed in July that the sponsorship deal for Fan’s four-day visit was valued at nearly RM500,000 (approximately $108,000 USD), with only 16 percent funded by the state. The remaining funds were secured through various Malaysian businesses. Interestingly, the idea originated not from government officials, but from Fan’s Malaysian manager, Jersey Chong.
The Chinese government’s involvement appears minimal. While Fan’s visit preceded chinese Premier Li Qiang’s trip to Malaysia for the 50th anniversary of China-Malaysia relations, there’s no evidence of coordination. furthermore, the promotional events lacked any Chinese embassy representation, highlighting the private sector’s leading role. this underscores a key advancement: China’s soft power is increasingly driven by private citizens and businesses.
This approach mirrors previous efforts by other prominent Chinese figures, including basketball legend Yao Ming and actresses Gong li and Zhang Ziyi. These celebrities complement formal diplomatic initiatives, offering a more relatable and nuanced image of China to international audiences. Their contributions are considerably advancing China’s global influence.
Fan’s ambassadorship transcends simple tourism promotion. It symbolizes the enduring relationship between China and Malaysia, a connection dating back centuries. Her visit coincided with the 50th anniversary of diplomatic relations, a bond rooted in the 15th-century voyages of Ming Dynasty Admiral Zheng He and the legendary tale of Princess Hang Li po, who is said to have married the Sultan of Melaka. This ancient narrative resonates deeply within Melaka’s cultural memory, adding a layer of romanticism to Fan’s role.
Fan Bingbing’s ambassadorship has not only boosted Melaka’s tourism but also fostered cultural exchange between China and Malaysia. It exemplifies a new era of Chinese soft power, one increasingly driven by private initiatives and celebrity influence.The success of this commercially-motivated approach suggests that celebrity-driven campaigns will likely play an increasingly significant role in China’s future cultural diplomacy.
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