Protecting fundamental values through the global human rights sanction regime: China's challenges to the EU's normative power

In 2021, the European Council, implementing the Global Human Rights Sanctions Regime, imposed sanctions on four Chinese officials and one entity believed to be responsible for human rights violations in the Xinjiang Uyghur Autonomous Region. These sanctions marked the EU's resumption of a hard normative approach towards China, which responded with strong countermeasures. The exchange of sanctions and countersanctions, along with the ensuing debates, offered a valuable opportunity to observe the EU's normative power in international politics. A qualitative content analysis of documents from both China and the EU reveals that while the EU aims to uphold its moral objectives, it faces significant internal and external challenges. The EU's ability to effectively counter China is limited by institutional weaknesses, inconsistent policies, and diminished credibility. Furthermore, the EU is institutionally unprepared for the consequences of imposing sanctions on such a powerful partner and competitor. On the other hand, China has become increasingly assertive in defending its political system and values, responding to EU sanctions with strong countermeasures, thereby complicating the EU's efforts to maintain leverage in this diplomatic struggle.