1. Introduction

Since its inception in 2013, the Belt and Road Initiative has rapidly grown into one of the world's largest economic cooperation platforms. The initiative aims to improve the international competitiveness of Chinese infrastructure companies through infrastructure construction, trade, and cultural exchanges, while also contributing to the economic development of participating countries [1].

The construction and communication of a positive national image have become key concerns in international relations. Infrastructure projects and brand image are not only the symbols of enterprises themselves, but also important components of national image [2]. Therefore, under the Belt and Road Initiative, Chinese infrastructure enterprises need to build a positive national image by enhancing brand influence.

However, Chinese infrastructure companies operating in Belt and Road countries face several challenges, including cultural differences, lack of transparency and local suspicion of foreign investment. In addition, asymmetry of information dissemination may also lead to misunderstanding and bias, which may affect the brand image. Therefore, how to overcome these challenges through adaptive communication strategies is an important focus of this study.

The primary goal of this research is to explore how Chinese infrastructure enterprises shape a positive national image in Belt and Road countries through successful communication strategies and culturally adaptive practices. Through in-depth analysis of specific cases, the researchers hope to reveal the importance of cultural adaptive communication and provide new perspectives and ideas for the brand communication of Chinese infrastructure enterprises in the international market.

2. Scope and Strategic Objectives of the Belt and Road Initiative

The Belt and Road Initiative (BRI) is built on several key policy objectives. The BRI aims to build an extensive infrastructure network, including roads, railways, ports, and energy pipelines, to facilitate trade and investment among participating countries[3]. China has devoted significant financial resources, estimated at between $4 trillion and $8 trillion, to developing infrastructure in more than 150 countries[4]. The BRI also seeks to promote unimpeded trade by reducing barriers between member countries and improving logistics efficiency [3]. This is expected to create a large unified market utilizing both international and domestic commerce. Moreover, the BRI encourages financial cooperation among participating countries and creates investment opportunities to support infrastructure projects, while also aiming to achieve common economic growth.

The Belt and Road Initiative is reshaping international trade and investment in multiple ways, and by developing new trade routes, the Belt and Road Initiative has provided easier market access for participating countries, especially those in Central Asia and Eastern Europe[5]. The initiative is also perceived as a strategic tool for China to expand its geopolitical influence.

Critics argue that this could lead to "debt trap diplomacy", where countries become overly dependent on Chinese loans for infrastructure projects that could compromise their sovereignty. However, for many developing countries, the Belt and Road Initiative provides an opportunity for much-needed infrastructure development that can stimulate economic growth[6]. Despite these benefits, concerns have arisen over environmental sustainability and the risk of unsustainable debt levels. The Belt and Road Initiative could lead to a realigning of global supply chains as countries seek closer economic ties with China. This may reduce reliance on traditional Western markets and promote new economic partnerships.

The Belt and Road Initiative is not only a large-scale infrastructure project, but also an important branding strategy for China, aiming to enhance its global influence through various communication channels and culturally adaptive messages. This multifaceted approach includes a blend of traditional and new media, strategic use of social media platforms, and effective storytelling that resonates with local cultures.

3. Channels of communication

China disseminates information about the Belt and Road through a combination of traditional and digital media. Traditional media includes television, newspapers and radio while digital media encompasses websites, blogs and mobile applications. The significant communication platform under the BRI is the Belt and Road News Network (BRNN)[7]. BRNN aims to spread positive narratives about the BRI, hold seminars, and act as a centralized information center. It plays a critical role in promoting the BRI and ensuring consistent information transmission across different regions. This combination allows for expanded audience reach and more effective interaction with diverse audiences.

Traditional media often adds credibility to the narratives promoted, while new media facilitates real-time interaction and feedback from stakeholders in different regions[8]. Social media platforms are particularly important in shaping the narrative of the BRI. Platforms such as WeChat, Facebook, and Twitter are used to share success stories, engage with local communities, and respond to criticism. Such direct involvement helps to mitigate negative perceptions and create a more favorable image for China's initiative abroad[9]. Public diplomacy plays a crucial role in the BRI communication strategy[10]. This includes direct engagement with foreign populations through educational exchanges, youth programs, and cooperative programs that emphasize people-to-people exchanges. These initiatives are aimed at increasing understanding of the intentions behind BRI and building long-term relationships based on trust and mutual benefit. The Belt and Road Initiative promotes dialogue through various channels, including government agencies, think tanks, non-governmental organizations and religious groups[11]. This multi-level approach facilitates a comprehensive discussion that addresses regional issues while furthering the objectives of the initiative[12]. Through bilateral dialogues with specific countries and multilateral discussions within international organizations, China aims to foster cooperative relationships that support the BRI's goals.

4. Storytelling and Cultural Adaptation in Communication

Storytelling as a key aspect of China's communication strategy for the Belt and Road Initiative[13]. The initiative highlights successful cases such as the China-Pakistan Economic Corridor (CPEC), demonstrating tangible benefits such as infrastructure construction, job creation, and economic growth in partner countries. By highlighting these stories, China aims to portray itself as a benevolent partner contributing to global development, rather than solely pursuing its geopolitical interests.

Culturally adaptive communication is crucial to effectively reach local audiences. This involves tailoring information to local values, traditions and needs[13]. For example, when promoting BRI projects in different countries, Chinese officials often emphasize culturally resonant aspects, such as community development or environmental sustainability, to foster goodwill and acceptance among local people. The BRI draws on historical narratives related to the Silk Road and uses cultural heritage to create a sense of continuity and legitimacy[14]. By invoking this historical context, China hopes to present itself not only as a modern economic power, but also as a steward of global connectivity and cultural exchange. This approach not only enhances the relevance of the BRI but also strengthens China's soft power by demonstrating respect for local culture.

5. Mechanisms for Building National Image through Infrastructure Projects

The success of infrastructure projects under the Belt and Road Initiative will significantly affect China's international reputation in the following ways:

By investing in infrastructure, China has positioned itself as a key player in promoting trade and economic development in participating countries. Successful projects, such as the China-Pakistan Economic Corridor (CPEC) and Indonesia's High-Speed Rail, embody how infrastructure can enhance regional connectivity and economic growth, thereby enhancing perceptions of China's reliability as a partner[18]. Effective communication of project success cases can enhance consumer perceptions of trust and quality. Positive media coverage of BRI projects can enhance the image of Chinese firms as competent and trustworthy partners, which is critical for building long-term relationships in international markets[15].

The success of the BRI project is directly linked to the rise of China's global standing.

Countries benefiting from well-executed infrastructure projects tend to view China more favorably. For instance, successful road and rail projects can increase the trust of local people, which can lead to better business opportunities for Chinese companies. Conversely, failure or apparent exploitation could harm China's brand[16]. The BRI has been generally welcomed in most regions, except South Asia, where skepticism persists due to concerns about debt sustainability and local governance issues. Achieving positive results in other regions can enhance China's image as a benevolent leader in development[15].

6. Case study: The LAPSSET Project in Kenya

The LAPSSET [17](Lamu Port-South Sudan-Ethiopia Transport) Corridor Project is one of the most ambitious infrastructure undertakings in East Africa. According to the LAPSSET website, the project contains several key infrastructure elements, including: highways, a rail network, and ports with pipelines[17].

The primary highway section extends from Lamu to Isiolo, continuing to Juba in South Sudan and Addis Ababa in Ethiopia. This road network aims to enhance regional connectivity and facilitate trade between these countries.

A strategic rail network is under construction linking the Lamu port to Isiolo and extending into South Sudan and Ethiopia, which will play a pivotal role in facilitating the movement of goods and people, thereby enhancing regional integration.

In addition, the project includes constructing a new port in Lamu and an oil transmission pipeline. The pipeline portion will carry up to 89,000 barrels of oil per day, to make Lamu a major logistics and trade hub. The bulk demand for agricultural products in the port area is expected to reach 70 million tons in 2045.

The LAPSSET project has the potential to significantly transform the local economy by improving access to markets and services. [18] This improved connectivity is expected to stimulate trade, create employment and strengthen regional integration, ultimately boosting Kenya's economic growth.

However, the local community opposed the project because of land rights, environmental impact, and social unrest that construction activities might cause [19]. These concerns have negatively affected public perceptions of the project. While many Kenyans see highways as a gateway to economic opportunities, they are also concerned about the environmental degradation and associated debt burden associated with large-scale infrastructure projects[16]. The fear of habitat destruction, pollution, and debt stress has tempered the excitement surrounding LAPSSET.

In sum, the LAPSSET road construction project exemplifies both the transformative potential of large-scale infrastructure initiatives in Kenya and the complexity of managing public perceptions in the face of challenges such as delays, costs and community opposition. The success of such projects depends not only on development of physical infrastructure but also on effective communication and consistent engagement with the affected communities to ensure their concerns are addressed and their support is gained.

7. Cultural Challenges in Multinational Infrastructure Projects

As part of the Belt and Road Initiative, Chinese infrastructure brands face numerous challenges when operating in a multicultural context. These challenges stem from political, economic, and socio-cultural differences across countries. To cope with these complexities, effective communication strategies and data-driven approaches are essential.

7.1. The Impact of Cultural Differences on Business Operations

The huge differences between Chinese and foreign cultures have led to many misunderstandings and frictions[20]. Chinese companies also often struggle to cope with cultural differences in the host country. Inconsistencies between Chinese business practices and local customs can lead to misunderstandings and conflicts. For example, the prevailing collectivist approach in China may not be compatible with an individualistic culture, leading to frictions in negotiations and project implementation

7.2. Political and Financial Risks

Local governments may resist Belt and Road due to suspicion of Chinese influence, concerns over dependence, or sovereignty[21]. Political instability or changes in government can also disrupt ongoing projects. For example, in Malaysia, former prime Minister Mahathir Mohamad canceled several BRI projects.

Many BRI countries face heavy debt burdens. From 2014 to 2017, the peak of Chinese lending, loans totaling more than $120 billion backed projects ranging from highways to railways to power plants. [22]. In some countries, such as Cambodia and Laos, debt related to Belt and Road projects exceeds 20% of GDP, risking economic instability[22].

Transparency in the pricing of OBOR projects is also criticized. The opaque bidding process that leads to cost inflation, necessitating subsequent renegotiation or cancellation[23]. In Malaysia, former Prime Minister Mahathir Mohamad canceled $22 billion worth of Belt and Road projects, after realizing the financial impact.

Environmental costs are significant. Morgan Stanley estimated that the Belt and Road Initiative spending may reach $ 1.20-1.3 trillion by 2027. Investments in the energy sector account for about 44% of BRI spending, with 91% of loans directed towards fossil fuel projects [24]. Despite China pledging to stop financing new coal plants abroad in 2021, existing projects remain environmentally risky [25].

Chinese companies also face operational risks, especially in politically unstable areas like parts of Pakistan, which pose security threats[26]. Security issues can increase operational costs and require additional protective measures.

In many BRI countries, local businesses may feel threatened by the presence of Chinese companies, which often bring their own labor. Chinese companies receive over 60% of Chinese-funded Belt and Road contracts, leading to tensions as local businesses try to protect their market share and jobs. China ’s relative inexperience in global development finance and weak environmental and social risk policies can lead to social displacement and conflicts with local communities over land use[27]. The lack of thorough impact assessments raises concerns about the sustainability of these investments. Additionally, the COVID-19 pandemic has exacerbated debt servicing issues in many BRI countries due to soaring inflation and interest rates.

7.3. Strategies for Effective Community Engagement and Communication

To cope with the complex challenges brought by the Belt and Road Initiative, Chinese enterprises can enhance interaction and understanding with local communities and should strengthen community engagement and stakeholder relationships by enhancing policy support and diversified communication mechanisms. Specifically, the establishment of grievance channels, public forums, and monitoring and evaluation mechanisms can provide a platform for communication, timely resolution of differences, and deeper trust. Strengthen community involvement and focusing on corporate social responsibility is essential. Firstly, firms should better align project design with local needs through consultation and interaction with local communities and establishing regular information sharing and feedback mechanisms. This allows local residents to feel connected to the project and thus reduce their rejection of external projects. At the same time, promoting incentive policies and the establishment of digital free trade zones can provide a more favorable policy environment for enterprises, reduce trade barriers, and promote economic integration within the region. Accelerating the implementation of the Regional Comprehensive Economic Partnership (RCEP) will help optimize the trade environment, promote cooperation and market integration among member states, and create more economic synergies for the Belt and Road projects. At the production and technology level, enterprises need to further strengthen industrial management, optimize resource allocation, focus on technological innovation, and embrace intelligent manufacturing and green technologies for sustainable development. Cooperation with local enterprises can also improve supply chain efficiency and enhance the brand image of Chinese enterprises, establishing a strong foundation for exploring international markets. Furthermore, companies are should tailor communication strategies to the characteristics of the country in which they operate, focus on transparency, and actively use local media. For audiences with different cultural backgrounds, enterprises should adjust the content and form of communication to ensure the clarity and credibility of information. Greater transparency and timely response to public concerns can enhance trust. By cooperating with local media to release project-related information, it can effectively expand the visibility and influence of enterprises.

8. Conclusion

As a pivotal strategy for China to promote globalization and foster deeper international cooperation, the BRI has made remarkable contributions to the economic development, infrastructure construction, and cultural exchanges of the countries along its route. Over the years, it has laid the foundation for a comprehensive trans-regional cooperation network, connecting diverse regions through trade, investment, and mutual understanding. This initiative has not only provided opportunities for participating countries to leverage their resources and comparative advantages but has also created a framework for addressing global economic imbalances.

However, the progress of the BRI is not without its challenges. Issues such as funding shortages, cultural differences, and political uncertainties continue to pose significant risks. These challenges underline the need for more innovative financing mechanisms, improved conflict resolution strategies, and the establishment of resilient frameworks to manage geopolitical tensions. Furthermore, varying levels of economic development among participating countries highlight the necessity of tailored approaches to ensure inclusive benefits for all stakeholders.

To ensure the long-term sustainability of the Belt and Road Initiative, it is essential to adopt several key strategies. Strengthening international partnerships and multilateral cooperation can help build trust and shared responsibility among participants. Implementing robust risk management systems will mitigate financial and political uncertainties, while respecting cultural diversity will foster deeper mutual understanding and collaboration. Additionally, prioritizing green development and sustainable practices will align the initiative with global environmental goals and ensure that its benefits extend to future generations.

By addressing these challenges and building on its achievements, the Belt and Road Initiative will continue to serve as a vital platform for global economic integration and cultural exchange. It holds the potential to redefine international cooperation, advance shared prosperity, and contribute to the realization of a more inclusive and interconnected world.