China’s pandemic-time public diplomacy in the Balkans and the challenge to the EU’s regional leadership

This paper explores how China’s assistance to countries in the Western Balkans during the pandemic boosted their reputation in the region, through the case studies of Serbia, Macedonia, and Albania. The COVID-19 crisis has tested EU’s reputation of solidarity and partnership to the Western Balkans, with Balkan political leaders accusing the bloc of selfishness due to its decision in 2020 to restrict exports of medical equipment to candidate states and the perceived neglect of the region during the vaccine distribution in early 2021. Simultaniously, China sent planes containing tonnes of medical supplies, respirators, medical personnel, and later vaccines, that would be received with great pomp and live media coverage, in a powerful public diplomacy and vaccine diplomacy offensive. This paper argues that this helped improve public opinion and reshape narratives on China in the Western Balkans. Still, attitudes vary between states, with Serbians having the most favourable views on China as a foreign partner. On the other hand, while public perceptions on China have seen a positive shift in Macedonia and Albania, this has not translated in a change in their pro-EU stance.