National image is a representation of the international public opinion presented by the international community after decoding the public event. After analyzing the contents of Latin American reports on Sino-Japanese conflict on Diaoyu Island, the article finds that Chinese national image is not so positive as imagined, even at a disadvantage when compared with that of Japan, and there exist the main reasons for this “not so positive”: for lack of sufficient and solid historical studies and diffusion of the related knowledge about Diaoyu and because of the populist and passionate discursive and expressive manner. It points out that in order to change such a disadvantage, it is necessary to make sincere investigations of the dispute and diffuse the related knowledge and at the same construct the international communicating capacity on the one hand and to skillfully follow the game rules of international politics and relations on the other.