Temur Umarov: Actually, when talking about Lunar New Year, it's important to remember that it's not celebrated only in China, but also in some South-East Asian countries. Anyway, it's apparent that in the world there is little understanding of what Chinese culture is. People talk much about China, there is so much buzz in the news about Chinese economic miracle or building something-the-highest-in-the-world, but it's still difficult to associate China with something particular. Speaking about Russia, everybody already knows about matryoshka, balalaika, ballet or the Bolshoi, but if you say "China", people often just don't know what to imagine.
China is an extremely huge and sophisticated country inside, and secondly, China was rapidly changing within the last hundred years. So, it's complicated to find this one thing that comes to your mind when you mentioning China. This plays the role of the obvious obstacle to growing Chinese influence and soft power in the world. On the one hand, when you talk to the people who don't interact with China, usually you get two radically different opinions. One part of people think that China is a mysterious place where it's always foggy and people do kung-fu or drink tea while discussing Confucius all the time. Then you have another part of people who think of China as this technologically savvy state where everything is modern and the cars are flying. So, people rarely depict the real picture of China.
The problem for Chinese soft power is on the surface here. Chinese diplomats and businessman are trying their best to struggle with misunderstanding China and to increase awareness of what China is. They are learning to use such modern tools of promoting China as social media, despite the fact a lot of them are banned in China/. However, I can't say China shows great success.