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Soft power rests on the ability to shape the preferences of others. It is a relatively new entrant in the national power potential calculus. Most of the tools used for harnessing soft facet of power are capital intensive. Soft power has long been operative in the inter-state relations but its recognition as an independent discipline came in the 1990s. China has specially focused its attention towards enhancing its soft power since 2003. China has made significant inroads into South East Asia, Latin America and Africa. However, there is still great untapped potential for the development of China's soft power, particularly the cultural industry. America occupies over 40 percent of the world’s cultural market share, while China is yet to hit the 4 percent mark.

Air Commodore Khalid Iqbal (retd). (2012) China’s Soft Power, IPRI Journal, Volume-12, Issue-2.
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