China’s state media is expanding its narrative influence in Italy through a new documentary glorifying Xi Jinping’s cultural agenda, backed by local partners. As Beijing builds ties with Italian outlets and officials, questions arise over propaganda, transparency, and strategic intentions

Documentary debut. On 25 June, Xi Jinping’s cultural story—a “vivid” portrait of Chinese President Xi Jinping’s cultural‑heritage campaign—premiered in more than 30 Italian media outlets, including those under Gruppo Netweek Spa, long a Beijing partner for narrative content.

• According to China’s State Council Information Office, “it vividly presents China’s practical efforts in the new era to trace the origins of civilisation and protect cultural heritage, highlighting the profound, far-reaching, inclusive and ever-evolving nature of Chinese culture”.
• It’s worth remembering that in early 2024, the Meloni government chose not to renew the 2019 Belt and Road Initiative MoU signed under Prime Minister Giuseppe Conte, while still agreeing with Beijing on relaunching their Global Strategic Partnership.

Lincei screening. The film was formally unveiled at Rome’s Accademia Nazionale dei Lincei during an event co‑hosted by China Media Group and Italy’s Culture Ministry.

• Guests included Shen Haixiong (head of China Media Group), who announced a content‑sharing deal with Italian news agency Italpress.

Lights on Shen. Shen is the architect of several deals with Italian media outlets, especially the Berlusconi family’s Mediaset media company.

• Last week, he announced new collaborations between China and Italy to enable the Italian public to “understand modern China”.
• In Beijing’s propaganda strategy, however, “understanding China” often means omitting the aspects of the country that warrant criticism or concern.
  • A new agreement was signed between the Chinese video news agency CCTV+ and the Italian outlet Italpress.
  • As Il Foglio underlined, Italpress is based in Palermo and often serves as a technical partner for distributing content to local newspapers.
  • Beijing’s propaganda, via official agency Xinhua, is already being translated and circulated in Italy by the news agency Nova.

Education Minister speaks. According to Chinese media, Education Minister Giuseppe Valditara praised Italians’ appetite for “understanding China’s dynamic culture. “

• In a letter to Il Foglio, Valditara later denied any link between his remarks and the documentary’s promotion, emphasising the event’s focus on Olympic values and Italian excellence in China.

Embassy claim denied. On 26 June, Ambassador Jia Guide wrote in Il Sole 24 Ore that Italy had joined China’s “International Organisation for Mediation” (IOMed)—an alternative to the International Court of Justice.