To develop their influence, states promote an image, often around cultural offerings, and resources, framed into a soft power or public diplomacy policy. Since 2012, the discourse of the People’s Republic of China has been articulated around three axes: trade and economic relations are stipulated through the Belt and Road initiative, cultural superiority relates to its ancient civilization, and the influence policy relies on co-optation of elites and on social networking with dedicated relays such as academic institutions and think tanks. How can an authoritarian power propose an attractive or appealing discourse? How can such regimes resolve the oxymoron between the autonomy of non-governmental actors engaged in cultural actions and in co-construction of programs? Moreover, when audiences are reluctant to receive framed and imposed messages and want to decide on their commitment toward a culture, the challenge for an authoritarian regime such as China is concrete.