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With the outbreak of the novel coronavirus, the PRC experienced one of its worst internal and international crises, in economic terms but above all in terms of image and prestige. The COVID-19 pandemic, in fact, came at a critical juncture in both China's internal and international relations, given that in recent years the communist Government has become a target of criticism on various internal and international issues. At the same time, it represented a crucial challenge for the CCP, while preparing the celebrations for its 100th anniversary and the achievement of its first «centenary goal». Beyond the undeniable effects on the country's economy, undoubtedly the most relevant effects were recorded in terms of image and reputation, as has emerged in different global opinion polls. Despite the Chinese authorities' highly effective management of the health emergency crisis after a first period of inaction, Beijing's authoritarian rule has again been an object of consistent criticism from liberal Western democracies, both on the intrusive methods adopted to cope with the crisis and its aggressiveness in imposing its official narrative regarding events. After analysing the effects of COVID-19 on China's global image, the paper focuses on the importance of «image» for China and its quest for prestige and image-building throughout history, with special reference to the communist experience. In the last part, it reflects on the opportunity that vaccine diplomacy may represent for China to recover its reputation. [ABSTRACT FROM AUTHOR]

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