Marketing ‘Brand China’: Maintaining the Momentum – ‘The Middle Kingdom’ Resurgent and Resplendent
The multiplicity of manoeuvres that characterise modern China's geopolitical ascendancy and ambition illustrate political ingenuity used calculatedly with the clear intention of becoming invulnerable. Past recent humiliations are not to reoccur. In addition, ‘The Middle Kingdom’ is to be reincarnated: invincible imperialism pursued. The strategic plurality employed in complex compositional patterns is both imperial and historic in nature: the past is to be projected into the present and the future. The once ‘Great Game’ is now ‘The Great East Asia Game’! In the light of the Guangzhou Asian Games Triumphalism, there could be a ‘double entendre’ employed here of sizable significance. This essay considers the possibility.