Entering the race to win hearts and minds, China has begun an image campaign to bolster its global economic and political ambitions. "Beijing has already opened 27 branches of the Confucius Institute around the world in less than a year, and it has a budget of $200-million (U.S.) annually to teach Chinese to foreigners," Canada's Globe and Mail reports. As part of China's "charm offensive" led by President Hu Jintao, the effort includes plans for 70 more culture and language centers in the next five years. "China is starting to develop a public diplomacy [3] strategy, and it includes not just diplomatic finesse but also public relations and the export of Chinese culture and values," Yuen Pau Woo, president of the Asia Pacific Foundation of Canada, told the paper. "It's what you would expect of a rising power. It's the soft architecture of being a global player."