China is increasingly leveraging its cultural exports to enhance its global soft power, a shift marked by the international success of its popular culture. This strategy contrasts with earlier, more state-led initiatives, aiming to reshape perceptions and foster a more favorable global image.
The Rise of Market-Driven Cultural Influence
Recent years have seen a notable surge in China’s cultural exports, moving beyond traditional state-sponsored initiatives. Products like the “Labubu” doll, the video game “Black Myth: Wukong,” and animated films such as “Ne Zha 2” have achieved widespread international recognition. This success is attributed to their market-driven nature and emotional resonance with global consumers, particularly younger demographics seeking identity and community through cultural consumption.
This phenomenon contrasts sharply with earlier, state-led soft power efforts, including Confucius Institutes and China Global Television Network. These initiatives have often been perceived abroad as “charm offensives” or “sharp power,” criticized for being propagandistic and lacking authenticity. The popular sentiment, echoed by Chinese netizens, suggests that organic cultural successes are far more persuasive than top-down messaging.
Cultural Exports and Domestic Legitimacy
Domestically, these cultural achievements are strategically framed by the Chinese government to bolster its legitimacy and foster a sense of national pride. The revival of traditional culture, championed under Xi Jinping’s leadership, is intertwined with the promotion of Chinese cultural exports. Successes abroad are presented as validation of China’s civilizational strength, reinforcing a culture-centric nationalism.
This approach aims to cultivate a “great power” image at home by showcasing China’s growing influence on the global stage. The government leverages international recognition of Chinese culture, such as its heritage sites and festivals, as diplomatic victories that enhance domestic confidence.
Challenges and Future Directions
Despite the growing success, China faces a dilemma: how to embrace market-driven cultural exports without undermining their credibility through state association. The government’s attempts to integrate these successes into official narratives, like “Telling China’s Story Well,” can inadvertently play into Western stereotypes of state-directed propaganda.
Furthermore, the expansion of Chinese culture abroad raises concerns about regional uniqueness and the potential for cultural homogenization. In regions like Africa, while Confucius Institutes promote language and culture, they have also faced criticism for potentially intertwining with economic and political influence, and even interfering with academic freedom. Experts suggest that a more nuanced approach is needed, one that allows market-driven cultural exports to flourish organically while also ensuring adaptability to local markets to avoid potential resistance.