Discovering new meanings for 'soft power'

Spring Festival has shown there are many facets to "soft power" - and China is mining them amid perceptions that it aspires to be the 21st century's global hegemon.

In the digital age, communication is the key to soft power. A digital campaign on Chinese social media by Edinburgh, Scotland, resulted in a 40-percent rise in mainland tourists to the city, which boosted local businesses.

Similarly, several countries have been attracting newly affluent Chinese tourists by using the Chinese language and Chinese guides, and by making available Chinese mobile payment tools and even Chinese cuisine.