Abstract: In the new era of public diplomacy after the 18th CPC National Congress, China’s sports diplomacy faces many challenges. On the diplomatic organizational level, systematic diplomacy organizational mechanism integrating the participation of the public and NGOs is yet to be built; on the diplomatic value level, public sports figures and “Made in China”elements are yet to be further highlighted; on the diplomatic surrounding level, the challenges from Western-dominated public opinions, which are transmitted through new media, intensified. Countermeasures: in practice, turn“action in isolation”into “action in a concerted way”to build systematic sports diplomacy system ; in foreign communication, turn“preaching unilaterally” into “telling good Chinese stories”to create a harmonious sports diplomacy environment; in image shaping, turn“stressing political and economic interests”into “stressing long-term development”to shape a positive image of sports diplomacy; in gesture, turn“responding in a passive way”to“guiding discourse actively”to demonstrate confidence.

Key words: new public diplomacy, sports diplomacy, challenges, countermeasures