Lok Bahadur B.K.

In recent years, social media platform has been proven to be an effective medium for China to conduct its public digital diplomacy. After China’s President Xi Jinping encouraged his diplomats to tell China’s story well for promoting China’s global influence, they are increasingly using social media as a tool of public digital diplomacy. In this regard, Chinese diplomats in Nepal are no exception and are actively using social media to disseminate information and interact with local people to advance China’s interests. However, there is a research gap regarding the pattern, content, popularity, and effectiveness of their social media practices in Nepal. This study aims to fulfil this research gap by examining Chinese diplomats’ public digital diplomacy practice in Nepal through the content analysis of their posts in X from the lens of Grunig’s four models of global PR theory. Through the explanatory sequential mixed content analysis method, this study provides practical insights into the effective digital engagement of China’s public diplomacy efforts in Nepal. This study finds that China’s digital diplomacy could be strengthened by localizing content to better align with Nepal’s socioeconomic context, thereby improving audience relevance and engagement. Nepali publics engage more with Nepal-related content.