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In Germany, the efficiency of cultural diplomacy is ensured by the "separation of powers" approach: The Ministry of Foreign Affairs, as the official lead agency for foreign policy, holds the decision-making power, while leaving the concrete implementation to cultural intermediaries. This paper aims to explore Germany's cultural diplomacy strategies in China by analyzing the content of the public account operated by one of its main institutions in China, the German Cultural Center Beijing - Goethe-Institute. It combines qualitative and quantitative research methods and integrates the disciplinary perspectives of linguistics and intercultural communication. Our findings suggest that the Germany's cultural diplomacy strategies are characterized by preference, pluralism, interaction and individualism. These findings can also provide an optimizing path for China's own cultural institutions. [ABSTRACT FROM AUTHOR]