Newsletters of Confucius Institute [Maverick Chen / China.org.cn]

China itself is very sensitive about foreign cultures' influence in its own, and has stepped up measures in fending off the so-called cultural imperialism, such as the impact of Hollywood blockbusters' on its own filming industry.

"Although we know Hollywood represents a strong culture, we still wish to limit its influence and not want it to subdue our own," Zhong said.

Likewise, China's stepped-up effort in promoting its own culture in Africa is likely to leave the impression of China's own cultural imperialism, the ambassador said, as "we seem to take it for granted that all African countries like our culture."

Instead, he said China's cultural exchange with other countries should focus more on exchange, rather than promotion, especially in an unwise way as to make recipient countries forcefully accept what we regard good and right.

South Africa in fact enjoys a high level of culture development. Its dances and a cappella choirs are world-renowned. Each year South Africa sends many artist groups to China, and they have all been well received, Zhong said. "But we seldom send ours to South Africa," he noted.

China's expanded investment in Africa did partly resulted in the urge to promote our own culture and thoughts, to make Chinese business in Africa better accepted.

But cultural exchange would be achieved in many ways, ambassador said, and brainwashing others was the last thing China wants to do.

Confucius Institute at Stellenbosch University, Cape Town, South Africa claims to have played a bigger role recently in promoting the Chinese language and culture. [Maverick Chen / China.org.cn]