China's growing presence in Southeast Europe (SEE) has not remained unnoticed and is causing an intense debate on the nature of its influence. This paper aims to answer three key questions: What shape and form does Beijing's soft power projection take in the region? Secondly, to what extent do China's soft power efforts help it attain its objectives in Southeast Europe? Thirdly, what else may be needed in view of future research into China's soft power in the region?