China's news agency has leased an ad space in the most American of locations: New York's Times Square.
Xinhua (SHIHN'-wah) is taking a spot that used to showcase HSBC at the north end of Times Square. The 60-foot by 40-foot sign will take its place near ads for Coca-Cola, Prudential, Samsung and Hyundai.
The sign is expected to light up for the first time on Aug. 1.
The Chinese news agency has had a presence in the U.S. for decades but has been taking more high-profile steps recently. It moved its headquarters this year to Times Square and last year started a 24-hour English-language broadcast.