China’s top ideology official has issued a directive for propaganda departments to sharpen their focus on economic matters as the nation confronts persistent challenges including sluggish growth, elevated unemployment rates, and tepid consumer spending.

During a national meeting of publicity department heads in Beijing on Monday, Politburo Standing Committee member Cai Qi emphasized the importance of establishing “a good start” for China’s newly launched five-year plan, according to state news agency Xinhua. The plan, which will guide the country’s social and economic development through 2030, comes at a critical juncture for the world’s second-largest economy.

“We need to do our job well in media and communication, with a particular focus on the economy,” said Cai, who oversees China’s ideological apparatus, cultural policies, and internet regulation. His remarks signal growing concern among top leadership about public perception of economic conditions.

The directive comes as China struggles to maintain economic momentum amid a prolonged property sector crisis, rising youth unemployment, and weakening consumer confidence. Recent economic data has shown uneven recovery patterns, prompting authorities to introduce stimulus measures and policy adjustments to stabilize growth.

Cai stressed the need for propaganda officials to “respond to public sentiment and guide public opinion, as well as strengthen mainstream ideology that is self-confident, self-reliant and united.” This approach reflects the government’s dual focus on acknowledging economic realities while maintaining optimistic messaging about China’s development trajectory.

Economic concerns have become increasingly prominent in official communications since last year. The government has been navigating a delicate balance between acknowledging challenges and projecting confidence in its economic management. This latest directive reinforces the Communist Party’s recognition that economic performance remains a cornerstone of its legitimacy.

The meeting also highlighted Beijing’s continued emphasis on controlling information flows. Cai called for “tighter management of cyberspace,” suggesting ongoing efforts to regulate online discourse about economic conditions. Chinese regulators have previously acted against what they consider “negative” economic commentary that could undermine market confidence.

Additionally, Cai urged propaganda officials to intensify efforts to “tell China’s stories in a truthful, three-dimensional, comprehensive way” to international audiences. This push for improved external communication comes as China faces growing skepticism abroad regarding its economic data transparency and policy direction.

Analysts note that the explicit instruction to focus on economic messaging represents an acknowledgment of public concerns. “The leadership is clearly aware that economic anxieties are top of mind for Chinese citizens,” said an economist at a Beijing-based research institute who requested anonymity. “They’re trying to ensure messaging on economic matters is coordinated and constructive.”

China’s economic growth target for 2024 stands at around 5 percent, matching last year’s goal. However, many economists believe achieving this target will require additional policy support, particularly to revive the troubled real estate sector and boost household consumption.

The emphasis on economic messaging also coincides with Beijing’s push for “high-quality development” and technological self-reliance amid ongoing tensions with the United States and other Western nations. Chinese officials have increasingly framed economic challenges as part of a longer-term transition toward a more sustainable growth model.

As the new five-year plan unfolds, propaganda departments will likely play a crucial role in shaping public expectations and explaining policy shifts. With external headwinds and domestic structural challenges persisting, how effectively China communicates its economic narrative – both internally and externally – may prove as important as the policies themselves.