Writing for The Diplomat on 4 June 2013, Trefor Moss, an independent journalist based in Hong Kong, in an article titled "Soft Power? China Has Plenty" criticized Joseph Nye's (the person who coined the term soft power) conclusion that China has largely been unsuccessful in its soft power efforts.
Moss acknowledged that Chinese soft power has not worked well in North America, Western Europe and those parts of Asia that fear or dislike China. In these areas, China probably is wasting its time and resources when it tries to get people to watch CCTV, read English language versions of China Daily or helps fund Confucius Institutes. On the other hand, Moss argues these tactics are working well in places like Africa and Latin America.