For weeks now, on its official Facebook account, China’s embassy in Sarajevo has been promoting the northwestern region of Xinjiang, home to a large Uyghur ethnic community, as a place of peace and harmony – in articles and video content drawn from media outlets in China and allied countries.

“The extraordinary development seen in the Xinjiang Uyghur Autonomous Region in northwest China speaks for itself and refutes Western allegations of so-called ‘forced labour’ and ‘human rights violations’ against the Muslim population,” the embassy said in one post on its Facebook account, attaching TV footage from an Egyptian media outlet.

The campaign, which started in July, followed the announcement of a gathering of the World Uyghur Congress, an event bringing together exiled Uyghurs that took place in Sarajevo from October 24 to 27.

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