The addition of external propaganda bases in Zhejiang and Tianjin over the past two weeks brings the total number at the provincial level to 23. These International Communication Centers (ICCs), also being launched at the city level, are meant to remake China’s approach to delivering its message externally.

On June 7, the municipality of Tianjin became the latest provincial-level jurisdiction in China to launch a central office for disseminating foreign propaganda. According to coverage in Tianjin’s flagship CCP-run newspaper, the Tianjin Daily, the center will focus on television, radio and multimedia products for foreign distribution, as well as “major international events,” all to “present a true, multidimensional, and lively image of Tianjin.”

The formation of the Tianjin ICC follows closely on the heels of the set up on May 31 of Zhejiang International Communication Center (浙江国际传播中心), or ZICC. A release from provincial media in Zhejiang called ZICC “an all-in-one communication platform.” The center, which consolidates state media resources at the provincial-level, comprises websites, dedicated news channels, and an “overseas social media platform account matrix” with a total follower base of over 8 million.

With the addition of the Tianjin and Zhejiang centers, the number of provincial-level ICCs in China now stands at 23.

Over the past two years, responding to instructions from the central CCP leadership, local “international communication centers” have been established in 27 provinces.

China’s provincial and city-level international communication centers, or ICCs, are spearheading efforts promoted by the leadership since 2018, and accelerating over the past two years, to “innovate” foreign-directed propaganda under a new province-focused strategy. In June 2023, provincial and city-level ICCs in China created a mutual association to better coordinate work nationwide. The process of integrating the ICCs both horizontally and vertically, including with central state media, has begun to emerge as a core strategy in the CCP’s remaking of its overall propaganda matrix.

[Slightly changed the headline for better clarity.]