Existing work on soft power and Chinese media tends to focus on the actions of the Chinese state. But we still do not know how China’s expansion and globalization of Chinese media interact with specific diasporic Chinese media institutions and their publics to produce new cultural practices among the Chinese diaspora. This chapter discusses how myriad political, economic and cultural forces intersect to shape the contour of Chinese-language media in Australia. It first analyses how the Chinese government justifies the reconfiguration of the diasporic Chinese communities and their media in moral discourses and policy statements. It then maps the patterns and strategies of the Chinese-language media in various global destinations in response to China’s rise and its overtures of partnership.