The United Nations Climate Change Conference (COP) was once simply the annual “grand gathering” and “highlight” of the climate field. Today, driven by global decarbonization ambitions and shifting political and energy landscapes, countless eyes are fixed on the COP arena, advocating for humanity’s future.

Image credit: Associated Press

Jichuan has long followed developments at the UN Climate Change Conference (COP) and provided strategic advice to domestic and international organizations and enterprises based on our professional observations.

This year, we took a more systematic approach. Over a two-month period, our in-house data ingight studio conducted an in-depth analysis of Chinese and English media coverage and public discussion surrounding COP27, resulting in the “COP27 Media and Public Discourse Research Report”, officially released today.

This report is the first bilingual, multi-topic study in China dedicated to analyzing COP communications. The research team reviewed nearly 210,000 news stories and social-media posts from the three months before and after COP27, spanning major media outlets and social platforms.

To identify key topics and narratives with greater precision, the study leveraged AI technology and combined quantitative and qualitative methods, creating a dual framework of data analysis and content interpretation.

👆 Contact info@jichuan.org for the full report

01

Why Narratives During COP

In China, the United Nations Climate Change Conference (COP) holds a pivotal position among climate-related events and serves as a vital window for public engagement on climate change. On one hand, it offers an excellent opportunity for climate education, helping the public better understand and support the implementation of the nation’s dual-carbon goals. On the other, it is a key platform for China to showcase its climate actions to the world, strengthening mutual understanding and recognition at the international level.

This report systematically analyzes media coverage and social-media discussions, comparing Chinese and English markets to trace the evolution of the “China Climate Story”.

It examines the perspectives of key stakeholders and opinion leaders, as well as the similarities and differences between Chinese- and English-language media reporting, offering insights to help tell China’s climate story more effectively.

02

Our Key Findings

Chinese Market

• China as a Committed Practitioner and Leader

In the lead-up to COP27, government announcements were notably active, underscoring China’s strong engagement with the UN Climate Conference. Media coverage highlighted the nation’s determination to implement its climate-change strategies — promoting green economic development across industries, finance, and technological innovation — while also emphasizing the importance of global climate cooperation and the fulfillment of international commitments. These efforts present China as a proactive actor in global climate action and reinforce its position as a key participant and leader on the world stage.

• Business Sector Responds Actively to Climate Change, High Engagement in Carbon-Neutral Industries

Enterprises have become key actors in addressing climate change. Chinese-language media coverage shows that an increasing number of companies now view COP as a critical platform to showcase their sustainability achievements, with the volume of related reporting doubling during the conference period.

Businesses are entering a new phase of “responsibility competitiveness”, where demonstrating commitment and concrete action at COP helps build a positive corporate image, attract investors and consumers, and accelerate climate action both domestically and internationally.

In addition, as China’s carbon-neutral industries and market landscape continue to develop steadily — and with strong national efforts to cut emissions — Chinese-language reporting on this topic shows a distinctly active and positive trend. Government agencies, financial institutions, and industry experts emerge as the primary participants and voices driving these discussions.

• Climate Adaptation Storytelling Still Holds Significant Potential

Although discussions of climate adaptation accounted for less than 1% of the reports analyzed, coverage of this topic involved more than 200 organizations. While narrative building around climate adaptation remains in its early stages, policy guidance is fostering strong potential for expansion, creating ample room for the future development of adaptation-focused storytelling.

[1] 一分钟扯碳 #COP27专题

English-Language Market

Within the global climate conversation, the UN Climate Change Conference (COP) serves as a key forum for focused dialogue.

To strengthen China’s climate communication strategies, it is important not only to understand the domestic narrative and its evolution but also to incorporate international perspectives. Introducing global narrative references can accelerate the development of China’s own climate storytelling. At the same time, understanding how international discourse shapes perceptions of China’s climate actions allows for more precise refinement of China’s global narrative strategy—enhancing its positive image and influence in worldwide climate discussions.

• China’s Role in International Climate Dialogue

The international community holds both expectations and doubts about China’s climate actions.
On platforms such as COP27, China has demonstrated a strong commitment to climate responsibility, advocating climate justice and earning trust in its climate governance capabilities. Yet some areas remain contentious, including concerns that certain Belt and Road infrastructure projects may contribute to environmental pollution.

Overall, English-language reporting tends to offer more criticism than praise. Still, China’s stance in the global climate debate is multidimensional and constantly evolving.

In today’s complex international political and energy landscape, presenting a fuller, more nuanced picture of China’s climate achievements and challenges can help the country gain broader support and foster stronger global partnerships.

• India Emerging as a Benchmark for China’s Emission-Reduction Commitments and Actions

The study notes that English-language coverage highlighted India’s distinctive role in the global climate policy negotiations at COP27. As a country both highly vulnerable to climate change and a major greenhouse-gas emitter, India held particular significance in these discussions.
Media reports portrayed India as an active and engaged participant, and its long-term emission-reduction pledges even earned international “recognition.” This clearly shows that the global community is closely watching India’s voice and actions, incorporating them into the broader context of international climate efforts.

Whether India’s rising profile will pose a potential challenge or influence China’s international image on climate action remains to be seen and warrants ongoing observation. In today’s complex global climate landscape, understanding how the international community perceives India’s role — and how it compares China’s and India’s contributions — is critical to refining China’s international narrative strategy.

[2] A guard walks between photovoltaic panels at a solar farm in Pavagada, Karnataka, India, February 24, 2022.

• Rich Discourse on Climate Adaptation

In Chinese-language reporting, climate adaptation content is still in an early formative stage.
By contrast, English-language coverage features broader and more in-depth discussions, highlighting diverse approaches from around the world—spanning agriculture, urban greening, architecture, and more—where experts actively share adaptation expertise. The wide range of keywords and themes emerging from the term “climate adaptation” provides a strong foundation for developing China’s own adaptation-focused narratives.

03

How We Can Leverage COP28

Our analysis reveals clear differences between Chinese- and English-language markets—in topic preferences, narrative angles, reporting patterns, and focal points. The report dissects these distinctions and, based on the research findings, offers guidance for organizations planning to participate in the UN Climate Conference and other major international events to enhance their brand influence.

Addressing two key needs—domestic climate education and the international telling of a more compelling “China climate story”—the report provides strategic recommendations on how to use the COP window for more effective communication. These include advice on narrative framing, content formats, and platform selection to help participants maximize impact during COP28 and similar high-profile global meetings.

Looking ahead, we will continue to closely monitor and analyze the narrative trends surrounding COP28, aiming to build a deeper library of case studies and data-driven insights. These findings will provide a solid foundation for future communication efforts across the climate field.

If you have feedback on the COP27 Research Report, suggestions for our insight team, or are interested in partnering with us on climate-related topics, we would love to hear from you. You can leave a message via our WeChat account or email us at info@jichuan.org—we look forward to connecting with you.