Perceptions of China Among Educated Malaysian Chinese Youth: A Quantitative Assessment of Country Image

Abstract

This study examines perceptions of China’s country image among educated Malaysian Chinese youth, a diaspora group significant for China’s soft power in Southeast Asia. Using a 2024 survey, the analysis applies a multidimensional framework—functional, aesthetic, and normative. Results show a moderately positive overall evaluation (3.67/5), but with sharp contrasts. Aesthetic perceptions of Chinese culture, cuisine, and heritage score highest (3.94), reflecting strong cultural affinity. Functional views of economic growth, infrastructure, and technology are positive yet more ambivalent (3.70). Normative evaluations are lowest (3.34), with civic rights (3.13), international responsibility (3.42), and environmental protection (3.45) identified as weaknesses. These findings illustrate the layered nature of diaspora perceptions: admiration of culture and development coexists with skepticism toward governance and global responsibility. The study argues that soft power rooted in aesthetics and development cannot replace normative legitimacy, and China’s challenge lies in integrating its cultural and functional strengths with greater normative credibility. For Malaysia, diaspora youth can mediate bilateral ties, but their critical views must be acknowledged. Theoretically, the research shows the value of disaggregated frameworks; practically, it urges China to broaden diaspora engagement beyond cultural diplomacy and Malaysia to leverage youth voices in regional diplomacy.