Wielding Soft Power Through the Kong Zi Institute

Abstract

This article examines the effectiveness of Kong Zi Institute University of Malaya (KZIUM) roles as an instrument of China’s soft power from Malaysia’s point of view. Language and culture are undoubtedly one of the most effective soft power’s tools. Over the past decade, the institute expanded its activities and cooperation not only within the main campus but to all parts of Malaysia. Data were retrieved from participant observation, interviews and KZIUM annual reports from 2018 to 2019. This article aims to provide a profound understanding of how China has been using KZIUM to boost its image and soft power through language learning and cultural activities. This article shows that the increasing number of students proves KZIUM had gained recognition as a platform for learning Chinese and as a bridge in linking Malaysia-China cultural exchange. With thorough analysis, it can be concluded that KZIUM has been playing crucial roles in exerting soft power in Malaysia through language and culture. However, the effectiveness of this foreign policy will be regarded in the future.