China's panda diplomacy : Evaluation, public perception and soft power challenges in the 21st century

This thesis examines the evolution, reception, and limitations of China’s panda diplomacy (PD) as a soft power instrument in contemporary international relations. It addresses three core research questions: (1) How has PD evolved across different political eras? (2) How has PD influenced public perceptions of China in selected host countries? (3) What are the main challenges and limitations that undermine its effectiveness? The study adopts a mixed-methods approach, combining historical analysis, public perception surveys, and cross-national case studies of Malaysia, Japan, and the United States. The discussion begins by outlining the evolution of PD, starting with its use as a diplomatic gift during the Mao era, moving through its commercialization and emphasis on conservation and scientific collaboration in the post-reform years, and resulting in its strategic application under Xi Jinping. Findings reveal that PD continues to generate symbolic and emotional appeal, particularly in contexts with favourable bilateral relations. In Malaysia, PD contributed to positive public sentiment and reinforced diplomatic ties. However, in Japan and the United States, deep-rooted mistrust and geopolitical rivalry limited its ability to reshape national perceptions of China. In addition, this thesis identifies critical challenges to PD's long-term viability. These include growing politicization, high financial and logistical costs for host countries, and ethical concerns about conservation credibility and animal welfare. This study concludes that, while PD remains a potent symbolic gesture, its soft power effectiveness is contingent upon strategic reading and bilateral context. Thus, PD’s future depends on whether or not it can adapt to local contexts, emphasize authentic conservation and cultural exchange, and remain detached from overt political agendas. All in all, this study contributes to the broader literature on soft power and the evolving dimensions of China’s global engagement