Reference News Network, December 19 report: The Reference News Research Institute recently released the "Monthly Analysis Report on Overseas Communication Power of 100 Chinese Cities (November 2025)."
This report covers the monitoring period from November 1 to November 30, 2025, and includes 100 Chinese cities, such as municipalities, provincial capitals, sub-provincial cities, special cities, and border cities (excluding Hong Kong, Macao, and Taiwan).
In general, during this monitoring period, the international communication strategies of Chinese cities showed overall characteristics of refinement, systematization, and sustainability. In terms of topic setting, Chinese cities have demonstrated an international strategic perspective, effectively identified target audiences, cultivated audience groups, and achieved effective city image dissemination through expressions that conform to international common language contexts.
Specifically, first, international forums or exhibitions bring together professionals in specific fields, promote in-depth exchanges and cooperation, effectively drive industrial innovation and development, and inject continuous momentum into the construction of city soft power. Second, technology and cultural exchange activities build a three-dimensional network for city international communication through emotional connection, professional empowerment, and talent cultivation. Third, major scientific and technological breakthroughs not only reflect the country's comprehensive strength but also provide new driving forces for the international communication of related cities. Fourth, sports events serve as a strategic resource for international communication, effectively enhancing the global visibility and recognition of cities. Additionally, during this monitoring period, topics related to direct flights between Chinese and foreign cities have generated some热度 on overseas traditional media and social media, helping to deepen the internationalization of Chinese cities.
One, Overall Situation
The monthly index of overseas communication power of the 100 Chinese cities consists of two first-level indicators: overseas communication degree and overseas reputation. It aims to evaluate the comprehensive influence of Chinese cities' international communication. During this monitoring period, cities with relatively better performance in overseas influence span north and south, cross east and west. In terms of communication strategy, cities that perform relatively well have enhanced their overseas influence and reputation through diversified topic settings, achieving the construction of long-term brand value from short-term attention.
Overall situation of overseas influence of the 100 Chinese cities
The specific situations are as follows:
First, by hosting high-level international forums and exhibitions, cities can showcase their open image and development vitality, enhance cultural dissemination and international recognition. For example, from November 19 to 21, the "2025 World Mayors Dialogue · Nanjing" event was held. Mayors from 10 countries including Brunei, Egypt, Germany, and Italy shared their experiences in urban governance and discussed ecological restoration and green transition, contributing wisdom for sustainable development. Another example is the 2025 Global Panda Partners Conference held in Chengdu from November 20 to 22. The conference aims to further consolidate global consensus on ecological protection and green development, and expand international cultural and people-to-people exchanges. Also, the 14th China-Latin American Senior Academic Forum was held in Guangzhou from November 24 to 25; the 23rd Guangzhou International Auto Show was held from November 21 to 30.
Exhibitions have significant "multiplier effects," which can drive the development of related industries such as tourism, transportation, and catering, attract investment and talents to the city, convert short-term "traffic" into long-term "increment," and help improve the city's international reputation and soft power.
Second, technology and cultural exchange activities become the "emotional bond" for city international communication, effectively shaping a friendly and inclusive city image. For example, on November 10, the second batch of the Pakistan Agricultural "Thousand People Plan" training program was launched in Wuhan. From November 14 to 16, the 27th China International High-Tech Fair was held in Shenzhen. Another example is the 2025 Chongqing International Travel Agents Conference, which kicked off on November 5.
Such activities transmit the city's cultural heritage in a "soft" way, breaking down cultural barriers, allowing overseas audiences to develop a sense of identification with the city through emotional resonance.
Third, cutting-edge technologies such as space exploration and artificial intelligence provide vivid materials for city international communication, promoting the transformation of grand narratives into concrete stories. For example, on November 25, the Shenzhou 22 spacecraft was launched from the Jiuquan Satellite Launch Center. Another example is the official launch of the 7S store of humanoid robots in Wuhan's Optics Valley on November 11.
Major technological advances are natural business cards for city international communication. In the future, cities can further strengthen the integration of technological applications and humanistic storytelling, using the "technology + culture" dual engine to showcase real, stereoscopic, and vivid images of Chinese cities on the global stage.
Fourth, popular sports events, such as the National Games and marathons, serve as efficient platforms for city international communication. Through sports events, the city's image, cultural heritage, and development achievements are intuitively conveyed to global audiences. For example, the 2025 World Snooker Tour International Championship was held in Nanjing from November 2 to 9.
Holding high-standard events requires the support of complete infrastructure, ecological protection measures, and social organizational capabilities, which indirectly demonstrate the city's modernization process and help enhance its international recognition.
Additionally, topics related to city exchanges and connectivity have also attracted foreign media attention. For example, on November 30, the Beijing Daxing-Muscat direct flight route was officially opened; on November 18, the Chongqing-Moscow direct flight route was officially resumed; on November 22, the Chongqing-Brussels international route was opened. These have enhanced the convenient travel between relevant cities and overseas cities, thus accelerating the international development of the cities.
Two, Overseas Communication Degree
In terms of the overseas communication degree indicator, the cities that performed relatively outstanding were basically consistent with those that had relatively better overseas influence. Among them, Beijing had obvious advantages, while Shanghai, Shenzhen, Guangzhou, Chengdu, Hangzhou, Nanjing, Chongqing, Wuhan, Tianjin and other cities also showed outstanding performance.
Overseas Communication Degree Index of the 100 Chinese Cities
During this monitoring period, cultural exchange topics were relatively concentrated, with hot topics emerging in overseas traditional media and overseas social media, effectively improving the international communication efficiency of the relevant cities. Among the cities with relatively outstanding overseas communication degree, Beijing, Shanghai, Shenzhen, Guangzhou, Hangzhou, and Nanjing stood out particularly, and they also ranked prominently in both secondary indicators of media attention index and overseas media attention index.
These cities combined cultural exchange with the win-win development of Chinese and foreign cities for international communication, achieving notable results. This is reflected in the five tertiary indicators under the media attention index, namely the number of overseas media articles, the number of countries covered by overseas media, the number of languages covered by overseas media, the number of overseas media outlets, and the number of articles published by overseas mainstream media. Beijing, Shanghai, Shenzhen, and Guangzhou showed obvious advantages in these cities.
Media Attention Index
Overseas Media Attention Index
(1) Media Attention Index
During this monitoring period, Chengdu performed outstandingly in the media attention index.
The 2025 Global Panda Partners Conference was held in Chengdu from November 20 to 22. This conference used panda protection and cultural exchange as a carrier, continuously gathering global wisdom, promoting panda protection and protecting the Earth's ecology, further promoting ecological protection construction, green and low-carbon development, and cultural exchange and mutual learning, and gathering strength to build a community of shared future for mankind. This news has triggered concentrated attention from overseas media. Agencies such as Associated Press, Japan's Okinawa Times, Philippines' Manila Times, Malay Mail, Lao Times, and Brunei News became main sources and disseminators, with a positive and forward-looking reporting tone, effectively enhancing Chengdu's overseas media exposure.
For example, Associated Press reported on November 25: "Chengdu's Shuangliu District, as the venue of the conference and the location of Chengdu Shuangliu International Airport, is known for its profound historical and cultural heritage, rapid economic development, and thriving aerospace industry. At the same time, Shuangliu District has been rated as one of the "Most Happy Districts in China" for five consecutive years. 'Smart aviation hub, happy garden city' has become the new city card of this district."
Associated Press related report screenshot
Another example is the article from the Philippines' Manila Times website on November 25: "The 2025 Panda Carnival Evening, as the first part of the 2025 Global Panda Partners Conference, was opened in Chengdu, the capital of Sichuan Province in southwest China, on the evening of November 21. The evening aims to showcase the latest progress in panda protection, promote the development of cultural tourism centered on pandas, and strengthen international cultural exchange."
During this round of communication, the panda, as a globally recognized super IP, became the cultural link connecting Chengdu to the world. This activity significantly strengthened Chengdu's city brand building through three paths: symbolic communication, platform operation, and industrial linkage, helping Chengdu shape the international image of an "ecological civilization practice highland."
(2) Overseas Media Attention Index
One of the cities with outstanding performance in the overseas media attention index during this monitoring period is Nanjing. Notably, in the two tertiary indicators under the overseas media attention index—likes and comments—Nanjing performed relatively well. These data indicate that Nanjing has received high attention on overseas social media platforms.
Likes
Comments
During this monitoring period, cultural integration and exchange topics promoted Nanjing's overseas communication degree. Nanjing is located at the intersection of northern and southern Chinese culture, not only carrying a long history of culture, but also being an important witness to the modern history. This historical depth has become an important window for the international community to understand Chinese civilization, and there were frequent hot topics about Nanjing on overseas social platforms.
For example, on November 28, the Nanjing account posted a video post on Instagram about a French doctoral student, Da Naijia, who is currently researching the cultural and historical districts of Nanjing in the modern period. As of the date of statistics, this post received over 14,000 likes. Foreign students experience the unique cultural heritage of Nanjing through immersive research on historical districts, becoming an invisible bridge for cross-cultural communication. This cross-cultural perspective effectively helps enhance the perception of Nanjing's international image.
Related post screenshot
Another example is the post on Facebook by Nanjing account on November 25, which said: "The Su Yuan campus of Nanjing Normal University, originally the old site of the Jinling Women's University. The campus was designed by American architect Murphy and Chinese architect Lu Yanzhi, completed in 1923. Known as the 'most beautiful campus in the East,' it is a perfect combination of elegance and history." As of the date of statistics, this post received more than 10,000 likes and 220 comments. Historically, the culturally integrated buildings of East and West are not only Nanjing's historical heritage but also strategic resources for international communication. By exploring their cultural symbolic value, Nanjing can build a city image with greater distinguishability and approachability on the international stage.
Related post screenshot
Three, Overseas Reputation
In terms of the overseas reputation index, the cities with excellent performance differ slightly from those with good overseas communication degree. Among them, Beijing and Shanghai still performed relatively well, and Chongqing, Guangzhou, Shenzhen, and Nanjing also showed outstanding performance.
Overseas Reputation Index of the 100 Chinese Cities
International exchanges and cooperation can directly promote the win-win development of Chinese and foreign cities, and also act as an "accelerator" and "amplifier" for city international communication, making city stories more vivid, more effective, and more far-reaching in influence.
During this monitoring period, Chongqing, Nanning, and other cities showcased their innovative capabilities and open attitudes through the opening of direct flights and specific field exchanges, making international communication more accessible and easier to resonate, thereby enhancing their international voice and overseas reputation.
For example, on November 22, the Chongqing-Brussels international route was officially launched. This is the first direct flight from western China to Belgium. The news triggered concentrated coverage by overseas media. For example, Malaysia's Star website reported on November 22: "China Hainan Airlines launched a direct passenger flight from Brussels to Chongqing in southwest China, adding a new air channel between Belgium and western China. First flight passenger Iwona Jakubczyk said this was her second visit to Chongqing. Previously, she came because of a transfer, which took over 20 hours. 'This direct flight takes about 10 hours, very convenient,' she said."
Malaysia's Star website related report screenshot
On overseas social media platforms, Chongqing actively carried out proactive communication, showcasing an open and cooperative overseas image. For example, on November 17, the Chongqing account posted a图文 post on Facebook stating: "Chongqing Tourism and Culture Group launched the 2025 Global Partners Conference. Local delicacies and tourist attractions booths attracted public attention, and domestic and foreign tourism partners jointly promoted Chongqing's global outreach."
Related post screenshot
On November 14, the final round of the 14th China Innovation and Entrepreneurship Competition 2025 China-ASEAN Specialized Finals was held in Nanning with the theme of "Innovation Linkage, Empowerment of Regional Development." This event promoted technological progress in Nanning and effectively empowered its city international communication.
The Lao Times website reported: "This year, the China-ASEAN special competition was established, relying on Guangxi's strategic position as the front line facing ASEAN, aiming to promote technology transfer, transformation of results, and industrial cooperation between China and ASEAN."
The Lao Times website related report screenshot
Four, Research Notes
The "Monthly Analysis Report on Overseas Communication Power of 100 Chinese Cities" mainly evaluates the communication effect of Chinese cities in overseas mainstream media and social media, and has two first-level dimensions: overseas communication degree and overseas reputation.
The overseas communication degree has two secondary indicators: media attention index and overseas media attention index, and includes tertiary indicators such as the number of overseas media articles, the number of countries covered by overseas media, the number of languages covered by overseas media, the number of overseas media outlets, the number of articles published by overseas mainstream media, likes, comments, shares, and the number of languages covered by social media.
The overseas reputation also has two secondary indicators: overseas image index and overseas media evaluation index, and includes tertiary indicators such as the number of positive public opinion articles that are reprinted (cited), the number of positive public opinion articles reprinted (cited) by overseas mainstream media, the number of positive public opinion articles published by overseas media, the proportion of positive public opinion articles published by overseas media to the total number of articles, the number of positive posts, and the proportion of positive posts to all posts.
This report draws conclusions by weighting and normalizing the data of each dimension and indicator. It should be noted that the selection of quantitative analysis indicators, model building, and parameter settings inevitably carry a certain subjectivity. Different indicator selections and parameter settings may lead to different quantitative results. The purpose of using quantitative analysis in this report is to more accurately display the specific situation of overseas communication attention of Chinese cities. The analytical conclusions do not have a "ranking" result, but rather provide more detailed reference for the outside world.
Five, About Us
The "Monthly Analysis Report on Overseas Communication Power of 100 Chinese Cities" by Reference Research Institute relies on the Reference News overseas public opinion big data database and information monitoring system. The research scope covers multiple main language sources, such as English, Russian, French, German, Spanish, Portuguese, Japanese, Arabic, covering thousands of overseas media and several major overseas social media platforms. Based on the public opinion data of 100 Chinese cities (excluding Hong Kong, Macao, and Taiwan) with higher overseas attention, it aims to comprehensively evaluate the international communication and international brand building effect of Chinese cities, providing business references for city decision-makers and researchers in the field of international communication.
Reference Research Institute was established in May 2020, and is a member unit of the Xinhua News Agency's national high-end think tank. It is also the think tank platform of Reference News, with rich overseas public opinion resources and an industry-leading team of overseas public opinion analysts. Through advanced technologies such as artificial intelligence and big data, it regularly releases reports on city international communication and overseas public opinion analysis. Reference Research Institute has continuously published the "Analysis Report on the Overseas Influence of Chinese Cities," providing diagnostic and treatment for the international communication and building of city soft power of Chinese cities.
Original: toutiao.com/article/7585378558298702390/
Statement: The article represents the personal views of the author.