Fan Bingbing: Tourism Ambassadorship and China’s Soft Power

Popular Chinese actress Fan Bingbing’s appointment as Melaka’s tourism ambassador represents a new form of Chinese soft power, one increasingly driven by the private sector. Historically, China’s soft power efforts have been primarily state-led, with projects like the Confucius Institute and cultural programming by state-run broadcasters such as China Central Television (CCTV) leading the charge.

However, over the past decade, China’s corporate sector has assumed a more prominent role in cultural diplomacy. These efforts, led by individuals and the private sector, are expected to play a central role in advancing China’s soft power moving forward. Soft power manifests in diverse forms, including privately driven productions such as K-pop and Hollywood films, which can enhance a country’s international image. These initiatives are not always coordinated with state policies; their independence allows for a more nuanced portrayal of a nation’s culture and identity.

To revive its tourism industry post-Covid-19, the Melaka state government launched the “Visit Melaka Year” campaign in 2024 and appointed Fan as its tourism ambassador in April. Two months later, Fan visited Melaka for a three-day promotional tour, visiting iconic landmarks for photoshoots, wearing a traditional Nyonya kebaya, sampling local delicacies, and hosting meet-and-greet sessions with fans. Her trip also included high-profile meetings with Melaka’s Chief Minister Ab Rauf Yusof, state Governor Ali Rustam, and Malaysia’s Agong, Sultan Ibrahim Iskandar.

Fan’s appointment was a strategic move to draw Chinese visitors back to Melaka, leveraging her international fame. With China emerging as one of Malaysia’s primary sources of international tourists, the state hoped her ambassadorship would boost tourism and revitalise the local economy. However, the decision was not without controversy.

Critics, including the Pan-Malaysian Islamic Party (PAS), have voiced opposition to the choice of a foreign celebrity over a local icon. PAS specifically called for a local Malay representative to promote Melaka’s historical significance as an Islamic hub during the Melaka Sultanate. Adding to the controversy, Fan’s reputation was marred by tax evasion charges in China in 2018, which raised questions about her suitability for the role.

Nevertheless, Fan’s appointment appears to be yielding results. During her three-day visit to Melaka, reports indicate that the terms “Melaka” and “Fan Bingbing” generated nearly 320 million and 800 million searches, respectively, on the Chinese platform Weibo. In addition, the Melaka state government revealed a surge in tourism, with visitor numbers exceeding initial expectations. By end September, nearly 10 million visitors were recorded, exceeding the 2024 annual target of 8.7 million.

Fan’s role as Melaka’s tourism ambassador also symbolises the enduring ties between China and Malaysia.

That said, there is an interesting twist to her position as Melaka’s tourism ambassador. Unlike traditional state-led initiatives, Fan’s ambassadorship was organised with limited state involvement. In July, the Melaka state government disclosed that Fan’s ambassadorship involved a sponsorship worth nearly RM500,000 with only 16 per cent of this cost covered by the state. The remaining funding came from various Malaysian business enterprises. In fact, the idea for Fan’s ambassadorship was proposed by her Malaysian manager, Jersey Chong.

The Chinese state’s involvement also appears to be minimal. Although Fan visited Melaka just days before China’s Premier Li Qiang arrived in Malaysia on 18 June for the 50th anniversary of China-Malaysia relations, there is no indication that the two visits were coordinated. Furthermore, during Fan’s promotional tour, there were no representatives from the Chinese embassy present; the event was organised entirely by the private sector and the Melaka state government. Herein lies an intriguing aspect of Fan’s role as Melaka tourism ambassador — she serves in this capacity as a private Chinese citizen. Such cultural diplomacy reflects a key development of China’s soft power being increasingly driven and funded by the private sector.

This trend echoes the earlier efforts of prominent Chinese figures like basketball legend Yao Ming, and film stars Gong Li and Zhang Ziyi, who have adopted a celebrity-driven approach to soft power, complementing formal diplomatic initiatives. By bridging cultural divides and presenting a more nuanced image of China to global audiences, these personalities are playing a crucial role in advancing China’s influence.

Indeed, Fan’s role as Melaka’s tourism ambassador extends beyond tourism. It also symbolises the enduring ties between China and Malaysia. Her appointment and visit coincided with the 50th anniversary of diplomatic relations between the two countries, a relationship that dates back to the 15th century when Ming Dynasty Admiral Zheng He visited the Melaka Sultanate. At the heart of this history is the legendary tale of Zheng He’s visit and the story of Princess Hang Li Po, who was said to have married Sultan Mansur Shah of Melaka. This story continues to leave a lasting impression on Melaka’s historical and collective memory. For some, Fan’s ambassadorship evokes this romanticised connection, adding an element of mystique to Malay-Chinese history.

As Melaka’s tourism ambassador, Fan Bingbing has not only boosted tourism to the historic city but also promoted cultural exchange between China and Malaysia. Her ambassadorship reflects a new form of Chinese soft power, one increasingly steered by the private sector and individuals rather than state-led initiatives. Fan’s popularity, combined with her role in promoting Melaka, illustrates how celebrity-driven, commercially-motivated initiatives can achieve soft power goals. This approach will likely play a prominent role in advancing China’s cultural diplomacy in the future.

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