With sustained economic growth propelling China into the number two spot in global economic rankings, the country's new leadership must now focus on promoting China's national image overseas, according to Zhou Mingwei, a CPPCC National Committee member and president of China International Publishing Group (CIPG).

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Zhou Mingwei, member of the 12th National Committee of the Chinese People's Political Consultative Conference (CPPCC) and president of China International Publishing Group (CIPG) [Chen Weisong/China.org.cn]

Zhou made the above remark while participating in a panel discussion at the ongoing annual session of the Chinese People's Political Consultative Conference (CPPCC) National Committee, China's top political advisory body.

Zhou argued that using the media to promote China abroad does not work as well as many think, primarily because China's national image is more related to the "Made in China" label and the Chinese people themselves, rather than to journalists and column inches.

For years, the "Made in China" label has been one of the most recognizable labels in the world due to China's rapidly developing manufacturing industry; however, many worry that these products tend towards low-quality.

"No matter the brand, they represent China's image," Zhou said. "Improving international perceptions of Germany and Japan are largely attributed to their products," he added.

Also, as more Chinese begin travelling abroad, these travelers become people's ambassadors and represent China's national image overseas, Zhou revealed.

Statistics indicate that there were more than 80 million Chinese outbound tourists in 2012, with China growing to become the world's third largest source of outbound travelers by the end of last year, just behind Germany and the United States.

"Chinese individuals, as well as overseas Chinese enterprises, should take care to show China in a positive light," Zhou said.