Informed by role theory in international relations, this article argues that there is a role conflict between the European Union (EU) and China over the concept of ‘Normative Power Europe’ (NPE). This conflict has triggered a process of compromise in EU–China relations that is carefully managed by both parties. China filters the EU’s role-projecting efforts in the country, whereas the EU attempts to gain recognition for its international role by selecting feasible approaches and channels to interact with China. As a result, the EU implements its public diplomacy (PD) in various channels to engage with Chinese society. In addition to conventional PD methods of publicity activities and cultural and educational exchanges, the EU targets technical professionals, elites, and policymakers in China through its various bilateral cooperation programmes with the country. As such, the EU’s PD in China has become narrowly focused on social and technical elites, and it is unable to directly engage the general public in China. Therefore, the short-term impacts and implications of the EU’s PD in China are generally indirect and difficult to measure.