image and deeds

China's global image problem

THE torch of the Beijing Olympics will not be lit for another year, but the approaching games are already putting a strain on China's diplomats.
Recently, Mia Farrow, a Hollywood actress, began a campaign to name the 2008 extravaganza the 'Genocide Olympics' because of China's alleged backing for Sudanese militias involved in the Darfur genocide.
Amnesty International has also published a report accusing the Chinese authorities of imposing new restrictions on the media.
And China's reputation took another severe knock after US-owned dogs and cats started dying as a result of eating Chinese pet food contaminated with melamine, an industrial chemical used to make plastics and fertiliser. Contaminated food has also turned up in South Africa (where further pets died) and, allegedly, in fish-farm feed in Canada.
Meanwhile, not to be undone, the New York Times ran a front-page story this week about alleged fake Chinese drugs that supposedly caused an 'untold number of deaths' in Third World countries.

All are unrelated events. And many of these scares could turn out to be unsubstantiated. Nevertheless, they took their toll on China's international image. And they were all initially handled badly by the Chinese.

Instead of investigating the allegations, the Chinese started by angrily denying every single one of them, only to announce days later that they were taking measures to prevent their repetition.
But the damage is done. How many pet lovers around the world are now likely to buy 'Made in China' food for their pooches? And how many will be reluctant to buy the Beijing Olympics' cuddly mascots as a result of Farrow's Darfur criticism?

There are indications that the Chinese government is beginning to realise the magnitude of its challenge. Beijing has agreed to send 300 engineers to Sudan in preparation for the deployment of United Nations peacekeepers in Darfur.

More importantly, the Chinese have hired an army of lobbyists in Washington to persuade US congressmen that their involvement in Africa and trade around the world represent a force for good. As one US legislator said this week, the Chinese are 'leaving no stone unturned to protect their Olympics, which they see as setting the seal on China's acceptance as a great modern power'.

For its own reasons, the US government is keen to help. The State Department in Washington was quick to praise China's decision to assist in the Darfur peacekeeping efforts. And the US Food and Drugs Administration did not impose sweeping new restrictions on Chinese exports as a result of the current pet food scandal.

However, if the Chinese wish to avoid similar mishaps of this kind, they will have to go much further. Countries such as New Zealand have done wonders by emphasising the purity of their products, the cleanliness of their environment and the strict quality control of all their exports. They did so by matching skilful marketing with deeds.

China can repeat this performance. But it should never forget that while it may take years to build up a country's reputation, it takes only five minutes to lose it.

(Straits Times, Sat 12 May 07)