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The aim of the article is to present the results of the survey on the structure of the discourse on Poland present in the content of various Chinese newspapers and magazines. In the first part, we provide an overview of the history, characteristic and development trends of the Chinese newspaper market. In order to construct the collection of messages about Poland and Poles, a query was carried out in 172 journalistic materials published in 2015-2020. The first step of analysis performed in this research was the lexical analysis of the Chinese print media gathered in the text corpus of app. 160 thous. words. Additionally, the authors of the article used text mining analytics software to extract the main concepts. The next phase of the survey was the computer assisted content analysis. For the research purposes 150 categories dictionaries were created. Those dictionaries consisted of the set of words gathered on the same semantic basis. The unit of the analysis in this phase of the research was a single paragraph (N=2465 units) and the results of this analysis were the hierarchy and key-ness of collective symbols, themes, actors and places present in the press discourse on Poland. In the last part of the research—as a result of factor analysis—the structure of the discourse on Poland in the Chinese press was reduced to 9 strongest factors determining which different (detailed) categories have the tendency to co-occur and that is why they create easily distinguishable configurations.