Ten years of China’s BRI, reassessing China's attractiveness from an Asian perspective: a critical evaluation from the perspective of the East Asian public

This paper explores why China's Belt and Road Initiative (BRI) has not significantly increased its appeal in East Asia over the past decade, focusing on Southeast Asia and Northeast Asia. Despite substantial investments and strategic use of hard and soft power, China has not won the hearts of East Asian people. In Southeast Asia, while countries acknowledge China's growing influence, concerns persist among intellectuals, the public, and the media, with assertive Chinese actions often generating negative perceptions. In Northeast Asia, anti-China sentiments are the highest globally, exacerbated by rising nationalism in Korea, Japan, and China. Despite China's assertive behaviour, particularly in security, heightening anti-China sentiments, South Korean youth show more flexibility and interest in China despite overall negativity. China’s BRI strategies face challenges due to negative perceptions of its system. As Nye suggests, ‘soft power cannot be bought; it must be earned’. For the BRI to succeed, China needs a more inclusive, multilateral approach, transforming the Chinese Dream into an Asian Dream to enhance regional cooperation and appeal.