"It is important to mould the image of our country," wrote Xi Jinping in his best-seller, ' The Governance Of China '. "We should create the image of a great civilised country with a long history; of a united multiethnic state, in which different cultures live side by side in harmony; of a great Asian power with an upright and honest policy, a relatively developed economy, a thriving culture, a stable society, a people living in harmony, and beautiful landscapes; of a great responsible country that defends international justice and fairness and gives its contribution to the development of humanity; and of a great socialist country full of charm, hopes and vitality, which continues to open itself up to the world." Papa Xi (ä¹ å¤§å¤§) , as he is now called by the subservient state media that glorify him like no other Communist leader after Mao Zedong, describes this strategy as "raising China's cultural soft power". Upon taking over from his pred