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East Asian Languages
Beijing isn't doing anything different from what the British or the Americans or the French have done - sending emissaries abroad to spread its language and culture," according to Michael Erard in the Wired article "The Mandarin Offensive." Spreading language in fact is spreading culture because language remains the gateway of learning about cultural values, themes, and worldviews. Moreover, spreading language legitimizes societies and encourages social and economic interest in those cultures. The primary reason why the government of China's Hanban is aggressively pursuing a Chinese language education campaign worldwide is to increase popular interest and corporate investment in the world's largest nation. The $25 million per year investment in Chinese language and culture education is justified by expected returns in tourism, consumerism, and acceptance of Chinese culture and values worldwide.
Mandarin Chinese also seems inaccessible and exotic: sending emissaries abroad is essential. The Chinese government cannot rely on Chinese immigrants to carry the torch. Not only are many Chinese immigrants well assimilated into their host nations, but they also have established family businesses that preclude them from being interested in taking up a teaching position. Furthermore, many Chinese immigrants abroad speak dialects other than Mandarin.
Hanban is also a direct emissary for the Chinese government and as such, it can more directly spread Beijing-sponsored values and ideas. Creating and disseminating a uniform message about China is as important as spreading a standardized version of Mandarin. Teaching methods can also be universalized, standardized for quality and effectiveness by Hanban. The government of the United States has actively engaged in language exportation but in less formal ways. While no Hanban equivalent exists, English is disseminated regularly and systematically through the popular media and through international business enterprise.
References
Erard, Michael. "The Mandarin Offensive." Wired.com. retrieved Dec 1, 2006 at http://www.wired.com/wired/archive/14.04/mandarin.html?pg=1&topic=mandarin&topic_set
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