Shifts in Soft Power Post-COVID-19: A Comparison Between the European Union and China

Abstract

This research examines the profound transformations in soft power following the COVID-19 pandemic through
 a comparative study of China and the European Union. The global health crisis marked a turning point in how nations employ non-traditional tools to bolster their standing on the international stage; soft power has evolved from a secondary element into a central instrument for managing global crises and shaping national images in the eyes of the international community.

China has demonstrated a remarkable ability to leverage health diplomacy and its industrial and technological capabilities to expand its influence—through the export of vaccines and medical aid, as well as the expansion of infrastructure projects under the Belt and Road Initiative. However, these efforts encountered a crisis of confidence regarding health transparency, which limited the effectiveness of its international image. In contrast, the European Union focused on highlighting values of solidarity and integration by launching an economic recovery fund, adopting digital transformation policies, and investing in the green economy, in an attempt to position itself as an ethical and responsible model for addressing global challenges.However, the energy crisis that intensified following the Russia-Ukraine war—compounded by disparities among member states—has negatively impacted the effectiveness of the European model and exposed its vulnerabilities in certain respects. A comparison of the two experiences reveals that soft power has emerged as a new arena of competition among major powers; the success of any actor in cementing its international standing through this medium hinges on its ability to address internal and external challenges and to strike a balance between global ambitions and the imperatives of building trust. The study concludes that Chinese and European strategies—despite differing in their tools and underlying philosophies—reflect a growing recognition of soft power’s importance as an instrument for reshaping the international order in the post-pandemic era.