View of Etihad Towers, Abu Dhabi, United Arab Emirates. China is expanding media presence in the Gulf, a region that is of increasing strategic importance to Beijing. Photo: AFP

A recently launched Chinese media partnership in the Middle East highlights efforts to better communicate messages from Beijing to the world.

China Intercontinental Communication Center, along with Abu Dhabi-based Image Nation have launched Quest Arabiya USILK, featuring programming centered on Chinese society, politics, and development strategies, reports the Diplomat.

The Gulf region, in particular, is important not only because of China’s reliance on energy resources, but also because of the region’s strategic position and importance to the One Belt, One Road (OBOR) initiative. China has also emphasized the importance of “media cooperation” in the OBOR Vision and Action overview released by the National Development and Reform Commission.