The Zhejiang International Communication Center (浙江省國際傳播中心) was established in Hangzhou on May 31, 2024, as the province’s response to a national strategy by Xi Jinping to enhance the country’s external propaganda and “discourse power” by leveraging the resources of provincial, city and even county-level media and propaganda offices. The center, which is under the guidance of the Zhejiang Provincial Propaganda Office, said during its launch ceremony that it aims to “full-heartedly tell the story of General Secretary Xi Jinping” (用心講好習近平總書記的故事) and showcase “China’s governance” (中國之治) through a “Zhejiang window” (浙江之窗). The center operates the “In Zhejiang” English-language news website covering news from the Zhejiang province, alongside television channels that organizers claim reach more than 50 million viewers across 200 countries and regions, and social media accounts totaling more than 8 million followers. The center is directly overseen by Zhejiang Daily Press Group (浙江日報報業集團) and has signed cooperation agreements with central state media, including the People’s Daily, Xinhua News Agency, and China Daily, as well as Hong Kong and overseas outlets. Zhejiang has become home to 16 municipal-level international communication centers, five times the national average.