The European Commission expands its Foreign Policy Tools to boost cultural influence and improve the EU’s image in China
The Commission’s Foreign Policy Tools Service is set to strengthen culture as a central instrument of diplomacy and to lift the European Union’s standing in China. A budget of 3.3 million euros has been earmarked to implement these aims within the policy framework described in the related document.
The document outlines that the services will bolster EU representation in China by fostering stable, long-term engagement with a selected audience there. The goal is to cultivate partnerships and alliances with key stakeholders while enhancing the EU’s cultural diplomacy footprint in the Chinese context.
To achieve these ends, the European Commission plans to stage a sequence of public and cultural diplomacy activities in China. The initiative envisions a multi-faceted program that leverages cultural exchange, discussion forums, and media engagement to broaden reach and impact.
In practical terms, the contractor’s responsibilities include creating advertising content, organizing events, and maintaining active interaction with media outlets and the target audience. The work program emphasizes technical assistance that can include interactive engagement with the audience, production of advertising and audiovisual materials, and the organization of cultural events, exchange programs, media briefings, exhibitions, and competitions.
The plan highlights the importance of media relations and public-facing activities as vehicles to communicate EU values and policy perspectives while building durable relationships with Chinese audiences and institutions.
In related statements, the directive notes a firm stance in the broader strategic context of EU-China relations, including the need for a robust and consistent public diplomacy approach. The emphasis remains on culture-led outreach as a means to foster understanding and collaboration across channels and platforms in China, aligning with the EU’s broader external action agenda as described in the policy documentation.