China has intensified its campaign to market the J-10CE multi-role fighter jet globally, using the aircraft’s alleged combat performance during the India-Pakistan conflict last year as a centerpiece of a renewed export drive.
On May 7, Chinese state media aired a rare interview with Zhang Heng, an engineer from the Aviation Industry Corporation of China’s (AVIC) Chengdu Aircraft Design and Research Institute, the organization responsible for designing the J-10 series fighter aircraft. During the interview, Zhang and other engineers acknowledged that they had provided technical support to Pakistan during the four-day conflict with India in May 2025, including operational assistance linked to the J-10CE.
The comments marked one of the clearest public indications yet that Chinese defense engineers were closely involved in supporting Pakistan’s use of the aircraft during the crisis.
The renewed publicity campaign comes as India and Pakistan mark the first anniversary of the intense hostilities that raised fears of a broader regional war and drew global attention to the military balance in South Asia.
Beijing now appears to be pursuing a two-pronged strategy: amplifying claims regarding the combat effectiveness of the J-10CE while simultaneously leveraging the episode to position the aircraft as a credible and affordable alternative to Western fighters in the global arms market.
Chinese state media and social media influencers have aggressively highlighted Pakistan’s claim that its J-10CE fighters successfully engaged Indian Air Force aircraft during the conflict.
According to Pakistani accounts repeatedly amplified by Chinese outlets, J-10CE fighters armed with PL-15 beyond-visual-range air-to-air missiles shot down multiple Indian aircraft, including at least one French-built Rafale fighter.
Chinese journalist Li Zexin recently posted a promotional video of the J-10C on X, formerly Twitter, reiterating the narrative that the aircraft had proven itself in combat. The video, which circulated widely on Chinese social media before being reposted internationally, originated from the aircraft’s manufacturer.
India, however, has consistently rejected claims that its Rafales were shot down during the conflict. New Delhi has acknowledged no confirmed combat losses linked to enemy action. While reports emerged that one Rafale may have crashed during the period of hostilities, Indian sources attributed the incident to a technical malfunction rather than a missile strike.
Despite the disputed nature of the claims, Chinese analysts and officials have increasingly referred to the aircraft’s “combat record” as a marketing tool.
At a media event in Chengdu on May 8, Li Jun, senior researcher at the Chengdu Aircraft Design and Research Institute and principal designer of the J-10C, directly praised the aircraft’s operational performance.
“The J-10CE’s combat record of shooting down multiple hostile aircraft with zero losses in actual combat is a clear testament to the advantages of its platform and the systems behind it,” Li said.
The comments represented one of the strongest official endorsements yet of Pakistan’s claims regarding the aircraft’s wartime effectiveness.
As part of the export push, Chinese officials also signaled that the J-10CE will continue receiving upgrades aimed at extending its operational relevance over the coming decades.
Speaking at the same Chengdu event, Li Jun said the aircraft still has “ample room for development” despite already achieving what he described as a generational leap over earlier variants such as the J-10A and J-10B.
According to Li, the export-oriented J-10CE has evolved into a fully capable multi-role combat platform with significant flexibility for overseas operators.
“We are willing to export the aircraft to any friendly country that identifies with our development path and whose procurement requirements comply with the relevant laws and regulations of our country,” he stated.
Li emphasized that the fighter can be configured according to customer requirements, including air superiority missions, ground attack operations, and maritime strike roles.
“The J-10CE can adapt to customers’ needs, including air superiority and strike against ground targets, and can be customized based on the environments and mission requirements of different users,” he explained. “We can also offer optional payload packages to clients.”
The aircraft’s designers claim the latest J-10C variant incorporates substantial improvements in avionics, sensors, and weapons integration.
Li noted that earlier J-10 variants could carry roughly 10 categories of weapons, whereas the J-10CE can now employ dozens of air-to-air, air-to-ground, and air-to-sea munitions.
The fighter is categorized by China as a “4.5-generation” combat aircraft and is powered by the domestically developed WS-10B Taihang turbofan engine.
One of the aircraft’s key selling points is its Active Electronically Scanned Array (AESA) radar.
“The aircraft’s avionics system has received a generational upgrade,” Li said. “Its Active Electronically Scanned Array radar system can rapidly detect and track targets, far outperforming traditional mechanically scanned radars.”
Chinese officials claim the radar provides superior resistance to jamming, improved tracking of multiple targets, and greater engagement range compared to older mechanically scanned or passive electronically scanned systems.
Li further stated that the aircraft is capable of network-centric cooperative warfare, beyond-visual-range engagements under heavy electronic interference, and precision strikes against multiple target types.
“The jet boasts powerful features, including network-centric cooperative combat, beyond visual range multiple target engagement in intense electromagnetic scenarios, and multimodal precision strikes,” he said.
Although Chinese officials stopped short of formally announcing future upgrades, open-source defense reporting has pointed to several possible enhancements currently under development.
These reportedly include gallium nitride (GaN)-based radar technology upgrades aimed at increasing radar efficiency and detection performance.
Some unverified reports have also suggested that newer production batches of the J-10C may feature radar-absorbing materials, refined panel shaping, and surface treatments intended to reduce the aircraft’s radar cross-section.
Additional efforts may also focus on lowering the fighter’s infrared signature through modifications to engine nozzles, exhaust systems, and specialized coatings.
Chinese military analysts increasingly portray the J-10C not merely as a fighter aircraft but as part of a broader integrated combat ecosystem.
Li stressed during the Chengdu event that AVIC offers customers more than just the aircraft itself.
According to him, China can package the fighter with airborne early warning systems, command-and-control architecture, and electronic warfare support.
Recent People’s Liberation Army exercises have reportedly demonstrated tighter integration between the J-10C, KJ-500 airborne early warning and control aircraft, ground-based air defenses, and other platforms.
Chinese analysts say such integration allows the fighter to function as a networked combat node capable of sharing targeting information and participating in cooperative engagements in heavily contested airspace.
Defense observers believe Beijing may now be using operational lessons from the India-Pakistan conflict to refine future upgrades for the aircraft.
The conflict offered China a rare opportunity to evaluate Chinese-origin combat systems under real combat conditions against advanced Western equipment.
That perception was echoed by Lieutenant General Rahul R. Singh, India’s Deputy Chief of Army Staff for Capability Development and Sustenance, who said in July 2025 that China was effectively using Pakistan as a “live weapons laboratory.”
“If you are to look at statistics, in the last five years, 81% of the military hardware that Pakistan is getting is all Chinese,” Singh said at the time. “China is able to test its weapons against other weapons.”
China’s broader export strategy appears aimed at positioning the J-10CE as a lower-cost alternative to Western fourth-generation and 4.5-generation fighters such as the American F-16, the French Rafale, and the Eurofighter Typhoon.
Chinese analysts frequently highlight the aircraft’s cost competitiveness as one of its strongest advantages.
According to estimates cited by Chinese media, a single J-10CE costs roughly US$40–50 million, substantially lower than the estimated US$90–100 million price tag attached to many Western competitors.
Zhang Xuefeng, a retired People’s Liberation Army Air Force officer and military analyst, told China Daily that Chinese fighter aircraft are reshaping the international defense market.
“Chinese fighter jets offer high cost-effectiveness,” Zhang said. “Compared with Western fighter jets, which usually cost hundreds of millions of dollars each, our products are more affordable yet offer comparable performance.”
China has also attempted to capitalize on broader geopolitical and industrial shifts in the global arms market.
One factor is the strict export controls and operational restrictions often attached to US-made systems, which can complicate procurement and independent operation for some countries.
Another factor is Russia’s declining role in the global arms market following the Ukraine war, which has strained Moscow’s defense industry and disrupted exports.
Beijing additionally hopes to exploit Pakistan’s claims of superior combat performance against Indian Rafales to bolster the J-10CE’s reputation.
However, despite the extensive publicity campaign, concrete export success remains limited.
Countries including Egypt, Iran, Uzbekistan, Indonesia, and Bangladesh have all reportedly shown interest in the aircraft in recent years, but no major new deals have yet materialized.
Pakistan remains the only confirmed export customer and operator of the J-10CE.
Nevertheless, some recent reports suggest Islamabad may be considering additional purchases to expand its existing fleet.
The information battle surrounding the India-Pakistan conflict has also extended into the broader global fighter market.
Earlier this year, French intelligence reportedly accused China of attempting to undermine Rafale export prospects following the conflict by spreading narratives questioning the aircraft’s survivability and effectiveness.
Similar concerns were reportedly raised by the US-China Economic and Security Review Commission.
Despite those allegations, the Rafale appears to have retained strong international buyer interest.
Analysts note that the French fighter continues to secure orders and maintain a robust export pipeline despite the online information campaign.
Meanwhile, China’s J-10CE export drive, though increasingly visible, has yet to produce the wave of international sales Beijing may have anticipated.
Even so, China’s aerospace industry appears to be benefiting financially from heightened global attention.
AVIC Chengdu Aircraft Co. reported that its revenue increased 15.8% to 75.4 billion yuan (approximately US$11 billion) in 2025, while profits rose 6.5% to 3.4 billion yuan.
The company described the figures as its strongest annual performance to date.
Defense analysts believe the growing visibility of Chinese military systems in recent conflicts has played a role in boosting investor confidence and international interest.
Whether the J-10CE ultimately secures broader export success remains uncertain.
However, China’s latest messaging campaign indicates that Beijing sees the aircraft not only as a military platform but also as a symbol of its growing ambitions to challenge Western dominance in the global defense market.
With continued upgrades, aggressive marketing, and rising geopolitical competition shaping the arms trade, the J-10CE is likely to remain at the center of China’s export strategy in the years ahead.
