Every year, China’s minister of foreign affairs embarks on what has now become a customary odyssey across Africa. The tradition began in the late 1980s and sees Beijing’s top diplomat visit several African nations to reaffirm ties. The most recent visit, by Foreign Minister Wang Yi, took place in mid-January 2025 and included stops in Namibia, the Republic of the Congo, Chad and Nigeria.

For over two decades, China’s burgeoning influence in Africa was symbolized by grand displays of infrastructural might. From Nairobi’s gleaming towers to expansive ports dotting the continent’s shorelines, China’s investments on the continent have surged, reaching over US$700 billion by 2023 under the Belt and Road Initiative, China’s massive global infrastructure development strategy.

But in recent years, Beijing has sought to expand beyond roads and skyscrapers and has made a play for the hearts and minds of African people. With a deft mix of persuasion, power and money, Beijing has turned to African media as a potential conduit for its geopolitical ambitions.

Partnering with local outlets and journalist-training initiatives, China has expanded China’s media footprint in Africa. Its purpose? To change perceptions and anchor the idea of Beijing as a provider of resources and assistance, and a model for development and governance.

The ploy appears to be paying dividends, with evidence of sections of the media giving favorable coverage to China. But as someone researching the reach of China’s influence overseas, I am beginning to see a nascent backlash against pro-Beijing reporting in countries across the continent.

China’s approach to Africa rests mainly on its use of “soft power,” manifested through things like the media and cultural programs. Beijing presents this as “win-win cooperation” – a quintessential Chinese diplomatic phrase mixing collaboration with cultural diplomacy.

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