Traditional Chinese culture is beginning to capture the attention of the world. This is true even as popular culture that has traditionally been considered Western begins to spread throughout China.
Kung Fu, especially, has had a great impact on the millions of people who first learned about China through it. From that, they may come to China and learn about other aspects of this culture, such as traditional operas like the Beijing and Sichuan ones.
Asian nations have long known about the greatness of ancient Chinese culture. Their own cultures are a mix of native ones and those Chinese characteristics.
Korea and Japan long ago adopted ideas such as Confucianism is something that continues today even as it is challenged by Pop Culture.
This strength comes from the ideas given in the Four Books of Confucianism (The Great Learning, The Doctrine of the Mean, The Analects of Confucius, and The Book of Mencius). These books built upon the ideas of an even more ancient period codified in the Five Classics.
From them, the West learns such things as Fengshui and other concepts that are uniquely Chinese. China has taken steps to further this spread of its culture by establishing Chinese Cultural Centers in such places as the United States and Europe.