China’s soft power from the BRICS to the BRI

<jats:p> This article considers the opportunities and difficulties in extending China’s cultural influence, usually termed ‘soft power’, among those of its close neighbours through which it is envisaged the construction of the ‘New Silk Road’ will pass. The article considers three variables that can be argued to have an effect on the degree of cultural influence a nation can wield: the degree of media independence from the state, the overall size of the economy and the relative prosperity of the individual members of a society. It argues that in those countries that are near neighbours to China, it does have some resources that can promote its cultural influence but that it also faces local and global competitors who can deploy alternative resources. </jats:p>