Photo: China Radio International, Italia
What is happening?
Italy and China recently marked 55 years of diplomatic relations with a special event in Rome on June 25. The highlight was the launch of a new TV series, The Guardian of Heritage (Chinese title: 習近平的文化情緣), produced by the China Media Group (CMG). The program portrays Chinese President Xi Jinping (as a protector of cultural and historical heritage and has been broadcast across more than 30 Italian media outlets, including Alma TV, Donna TV, Lazio TV, Lombardia City TV, Roma Corona TV, Milan Pavia TV, and the website of Milano Finanza. CMG announced that more China-focused programming will follow.
What is the broader picture?
Shaping China’s image abroad has long been a core strategic priority for the Chinese Communist Party (CCP), which invests heavily in international media campaigns. Italy has become a significant focus of these efforts, particularly since Xi Jinping’s 2019 visit when the country joined the Belt and Road Initiative.
The new TV series is part of a broader narrative strategy, highlighting China’s ancient civilization while legitimizing CCP rule by portraying Xi as a cultural steward. Shen Haixiong (慎海雄), Deputy Director of the CCP’s Central Propaganda Department and Chairman of CMG, stated that the TV series will enable Italian audiences „to experience the China of the new era and understand modern China through images.“ He also announced 2025 as the “Year of Chinese TV” in Italy, promising more China-themed content.
China’s media influence in Italy has grown significantly since 2019. State broadcaster RAI and news agency ANSA signed memoranda of understanding with their Chinese counterparts, leading to systematic content-sharing with outlets such as Xinhua and CMG. Beyond official partnerships, Beijing’s influence operations in Italy mirror global tactics: engaging local influencers, collaborating with the Chinese diaspora, leveraging social media platforms, and organizing sponsored press tours. During the COVID-19 pandemic, Italy experienced a surge of China-originated disinformation.
The term “Marco Polos of the new era” （新時代的馬克·波羅）has emerged to describe influencers, students, and academics promoting positive narratives about China within Italy. However, China’s inroads into Italian media are also facilitated by financial vulnerabilities in Italy’s journalism sector. Journalist Giulia Pompili has highlighted how economic pressures—exacerbated since Silvio Berlusconi’s transformation of media into “infotainment”—have left many outlets and journalists more susceptible to foreign funding and influence.
Why does it matter?
As one of the EU’s largest and most influential member states, Italy’s public opinion shapes broader European perspectives on China. While Beijing continues to invest in propaganda efforts, skepticism among Italians remains high due to concerns over China’s human rights record, authoritarian governance, and environmental practices. Yet, China retains a mixed image as both a repressive regime and a significant economic and technological player. Notably, Chinese assistance during the COVID-19 pandemic generated some positive sentiment among parts of the Italian public.
Despite financial challenges, Italy’s media remains relatively free and diverse, capable of offering critical perspectives on foreign influence. Yet, with 2025 declared the “Year of Chinese TV” in Italy, further attempts by Beijing to sway Italian narratives seem inevitable—and will test the resilience of Italy’s media landscape and its democratic discourse.