‘Telling China’s Story Well’: China’s Media Narratives of Ukraine’s Cultural and Historic Heritage at Times of Russia’s Full-Scale Invasion and of the EU in This Context

This article examines how leading Chinese media narrate Ukraine’s cultural and historical heritage during Russia’s full-scale invasion, with particular attention to the role of the European Union (EU) and its Member States. A thirty-month sample reveals the relative invisibility of Ukraine’s heritage, which, when mentioned, is framed in sympathetic yet passive terms: Ukraine appears as a victimized repository of culture rather than an active political subject. Narratives avoid condemning Russia, instead emphasizing shared cultural loss in order to sustain China’s image as a neutral, morally superior observer. The EU is portrayed sporadically and depoliticized, with Member States highlighted individually rather than as a collective actor. By contrast, China is consistently cast as the confident, heroic facilitator of cultural dialogue and global heritage discourse. Ultimately, these framings serve the broader objective of ‘telling China’s story well’, reinforcing China’s self-presentation as a civilized, stable, and globally respected power.