Bulk ships are the mirror image of container ships: they sail for China fully laden and return nearly empty.

ECONOMIST: Maersk orders ten colossal vessels

And on the heritage front, Ford hopes to capitalize on what it says is an actual brand image in China, based in part on TV images of U.S. presidential limousines through the years as well as the Lincoln Continental that former President Richard Nixon brought with him on his historic visit to China in 1972.

FORBES: Lincoln, Cadillac Bet on U.S. Revival -- And China Up Sleeve

In a move to enhance its image among sports fans in China, Wahaha in January said it would become the official beverage partner of the Manchester United soccer team in the country.

FORBES: Zong Qinghou

With his "Kung Fu Panda" movies, Jeffrey Katzenberg offered American audiences a cuddly Chinese icon to love, and won the hearts of China's cultural czars, who are eager to soften the country's image in the world.

WSJ: Katzenberg Unveils China Film Project