Taiwan placed advertisements in four major US newspapers on Wednesday marking its National Day in a move to bolster its claim over the disputed Senkaku Islands in the East China Sea.

The sponsored ads in The New York Times, The Washington Post, The Wall Street Journal and Los Angeles Times, in stark contrast to same campaigns launched by China, presented a “conciliatory” tone outlining the East China Sea Peace Initiative, reports the Asahi Shimbun. Taipei says it shares marine resources with Beijing and promotes dialogue to avoid conflict.

Taiwan’s foreign ministry said it “could not accept Japan’s assertion of sovereignty” and blamed Tokyo for inflaming the dispute with China.

Last month, Taiwan sent a flotilla of boats near the contested waters to protest over claims on what it deems as its “traditional fishing grounds” amid souring relations between Beijing and Tokyo.