BEIJING (AP) - To the world, China's President Xi Jinping presents himself as a champion of free markets. At home, he's leading a campaign to promote the works of communist philosopher Karl Marx, who 150 years ago famously warned of the dangers of global capitalism.

"Marx was Correct," declared a slickly produced TV special that's part of a state media campaign rolled out by Xi's administration this week seeking to popularize Marx among younger Chinese raised in an era of market-style economic reform. The campaign featured a catchy theme song, nước rửa phụ khoa trị ngứa dramatic readings, and an article titled "Say Hi to Marx" showing an illustration of the white-bearded Marx making a trendy V-for-victory sign.

"Today, we commemorate Marx in order to pay tribute to the greatest thinker in the history of mankind and also to declare our firm belief in the scientific truth of Marxism," Xi said in a speech Friday prominently displayed across state media platforms.

A staff member stands near a Communist Party flag at an exhibition to commemorate the 200th anniversary of the birth of Karl Marx at the National Museum in Beijing, Saturday, May 5, 2018. Abroad, China's President Xi Jinping portrays himself as a robust defender of free markets, yet at home, he's leading a campaign to promote the works of communist philosopher Karl Marx, who famously warned of the dangers of global capitalism. (AP Photo/Mark Schiefelbein)

It's all about cementing the power of Xi and the ruling Communist Party and combating liberal Western democratic concepts thought to threaten its rule, using a legacy dating way past the 1949 Chinese revolution, analysts say.

The madness for Marx dovetails with a drive to "Sinicize" culture, religion and ideology by instilling social control through the teachings of the ancient philosopher Confucius, said Perry Link, an American expert on Chinese literature and politics.

"Neither embrace has anything to do with intellectual content and everything to do with bolstering political power today," Link wrote in an email.

The Marx media blitz is mainly for domestic consumption. On the global stage, Xi is striving to cast his country as a modern champion of free trade.