ABSTRACT
This chapter looks at a case study of a non-government-initiated student exchange programme to see how citizen diplomacy and people-to-people interactions can help improve effects of cultural diplomacy in shaping perceptions. As English is part of the curriculum taught in China at primary school level and above, and the UK has been a populous destination for Chinese students and tourists, British culture is more accessible to average Chinese citizens through literature, film and other forms of popular culture such as music and football. When China’s political system often becomes a barrier to the full effects of government-led cultural diplomacy, citizen exchange at the grassroots level becomes all the more important. China, its cultural tradition and its people, is infinitely greater than the Beijing government. Since China openly engaged in projecting soft power, its endeavours have been constantly facing challenges. A more effective cultural diplomacy should look to its own people as the best place to start.
