China's President Xi Jinping claps after his speech as he and other new Politburo Standing Committee members meet with the press at the Great Hall of the People in Beijing, China October 25, 2017.

On the Google map of Beijing there is an empty quarter, an urban block next to the Communist party's leadership compound in which few of the buildings are named. At street level, the aura of anonymity is confirmed. Uniformed guards stand by grand entrances checking official cars as they come and go. But there are no identifying signs; the sole information divulged is on brass plaques that bear the street name and building numbers.

The largest of these nameless compounds is 135 Fuyou Street, the offices of the United Front Work Department of the Chinese Communist party, known as United Front for short. This is the headquarters of China's push for global "soft power", a multi-faceted but largely confidential mission that Xi Jinping, China's president who on Wednesday was confirmed in place until at least 2022, has elevated into one of the paramount objectives of his administration.