New in paperback. Hardcover was published in 2012. In international relations today, leaders promote favorable images of the state in order to attract allies and win support for their policies. This book refers to such soft power campaigns as "charm offensives". Sun focuses on the competition between China and Japan for the allegiance of South Korea, Taiwan, and other states in the region, finding that the Chinese and the Japanese deploy customized charm campaigns for each target state, taking into consideration the target's culture, international position, and political values.