Beijing’s efforts to expand its global influence are increasingly visible, extending beyond traditional economic and military power to encompass a burgeoning cultural presence. While China has long sought to project an image of strength and stability, marked a turning point, with Chinese cultural products gaining significant traction internationally, challenging the long-held dominance of Western soft power.
A Shift in Strategy
For years, China’s approach to international influence focused primarily on economic engagement and, increasingly, military modernization. However, officials recognized the limitations of this “hard power” approach. As David Shambaugh, Professor of Political Science and International Affairs at the George Washington University, noted, the realization dawned in the early that image matters
. This acknowledgment spurred a deliberate strategy to cultivate a more positive international perception, leveraging what is known as “soft power” – the ability to persuade and attract rather than coerce.
This shift wasn’t immediate. Liz Economy, C.V. Starr Senior Fellow and Director for Asia Studies at the Council on Foreign Relations, points out that China’s interest in soft power began in the early , but didn’t truly gain momentum until the mid-, around , when then-President Hu Jintao explicitly linked national rejuvenation to the effective deployment of soft power. This signaled a top-down commitment to shaping global perceptions.
Cultural Exports Take Center Stage
The most visible manifestation of this strategy is the growing success of Chinese cultural exports. Films like Ne Zha 2
and the highly anticipated video game Black Myth: Wukong
have garnered international acclaim and attention. The global popularity of Chinese dramas and historical series on streaming platforms demonstrates a broadening appeal for Chinese storytelling. This isn’t simply about entertainment; it’s about shaping narratives and fostering a more nuanced understanding of China.
The emergence of cultural phenomena like Labubu, an inflatable character that gained prominence in in Hong Kong, exemplifies this trend. While seemingly a minor detail, the widespread recognition of Labubu represents a broader acceptance and even embrace of Chinese-created content. As Don Weinland, a China business and finance editor for The Economist, observed, China has historically massively underpunched on its cultural exports
, given its economic size. This is now changing.
Filling a Vacuum?
China’s rise in soft power coincides with a perceived retreat from international engagement by the United States. The sixth annual Global Soft Power Index, released in , confirmed China’s ascent to the world’s second most influential soft power nation, trailing only the United States. This shift is particularly notable given the policy direction of the current U.S. Administration. With President Donald Trump championing a more isolationist approach, China is strategically positioning itself to fill the resulting void.
This divergence in approach presents a fertile ground for China’s soft power to flourish. By emphasizing openness and engagement, as outlined by Premier Li Qiang, China is actively courting international goodwill. This is not simply a matter of public relations; it’s a calculated effort to build relationships and influence perceptions in a way that complements its economic and geopolitical ambitions.
Challenges and Limitations
Despite the gains, challenges remain. Experts caution that the ability of Chinese cultural exports to cultivate deeper, enduring influence across diverse populations
is still uncertain. The long-term impact of these cultural initiatives remains to be seen. The top-down nature of China’s soft power strategy – driven by government directives and state-sponsored initiatives – raises questions about its authenticity and potential for genuine connection with audiences worldwide.
Joseph S. Nye Jr., University Distinguished Service Professor at Harvard University, emphasizes that China believes that This proves not going to be a global power… unless it has the ability to attract. Unless it has soft power.
However, translating economic and military strength into genuine attraction requires more than simply producing popular content. It demands fostering trust, promoting cultural exchange, and demonstrating a commitment to shared values.
Implications for the Future
China’s growing soft power has significant implications for the global balance of influence. As U.S. Cultural dominance faces increasing competition, the international landscape is undergoing a fundamental transformation. The success of Chinese cultural products and digital platforms suggests a potential shift in global narratives and a growing willingness among younger generations to engage with Chinese content. This trend could have far-reaching consequences, impacting everything from international diplomacy to economic partnerships.
The situation is not simply a zero-sum game. The rise of Chinese soft power does not necessarily mean the decline of American influence. However, it does signal a more multipolar world, where cultural and ideological competition is increasingly prominent. The ability of nations to shape perceptions and build relationships will be crucial in navigating this evolving landscape. The events of suggest that China is rapidly becoming a formidable player in this arena.
