Rethinking China's Soft Power: “Pragmatic Enticement” of Confucius Institutes in Ethiopia

Abstract This article examines China's most controversial soft power export – the Confucius Institute initiative – through the case study of its promotion and implementation in Ethiopia. As one of China's closest partners in Africa, Ethiopia presents a path-breaking case for examining the potential and the limitations of Confucius Institutes. In contrast to the existing literature that depicts Confucius Institutes largely as contested and limited initiatives, this article shows that Confucius Institutes and Confucius Classrooms have thus far been relatively successful in Ethiopia. Specifically, China's fusion of practical or tangible benefits with language and cultural promotion – what I describe as “pragmatic enticement” – invokes support from key participants in this project, including university administrators, students and Chinese teachers. In the long term, however, even in the highly favourable context of Ethiopia, the sustainability of Confucius Institutes is questionable, as there are apparent gaps between the rising expectations of Ethiopian administrators and students, and the limited resources on the ground.