HONG KONG — On a recent afternoon, the staff of The South China Morning Post, a 114-year-old newspaper, gathered around roast suckling pig in their lavish new headquarters in Hong Kong to celebrate a remarkable turnaround.

Readership has been surging. The Post has launched new digital products and added dozens of journalists. After more than a decade of decline and editorial chaos, the newsroom now buzzes like a tech start-up, with table tennis and an in-house pub serving free craft beer.

The revival began with The Post’s acquisition two years ago by the Alibaba Group, the Chinese technology and retail giant. But if Alibaba is breathing new life into the paper, it has also given it a new mission: improving China’s image overseas and combating what it sees as anti-Chinese bias in the foreign media.

In effect, Alibaba has taken Hong Kong’s English-language paper of record since the days of British rule and put it on the leading edge of China’s efforts to project soft power abroad. Every day, The Post churns out dozens of articles about China, many of which seek to present a more positive view of the country. As it does, critics say it is moving away from independent journalism and pioneering a new form of propaganda.