Has China become cool?

Trend Shift in China's Global Image

• Surveys indicate China's brand is rising, particularly among young people, shifting from a view of geopolitical rivalry to a "cool" travel and cultural destination.
• Poll data suggests a correlation between China's technological output (electric vehicles, video games, deep seek AI) and increasing positivity in global sentiment.

Strategic Objectives of the Communist Party

• The Party aims to leverage "soft power" to achieve geopolitical goals without relying solely on coercion or "hard power."
• Strategic focus shifted from an outdated "rustic" stereotype (cattle, muddy roads) to an image matching its economic status, notably highlighted by the Beijing Olympics.
• Officials are increasingly willing to capitalize on organic trends rather than manufacturing content, as seen in the acceptance of unscripted creator trips.

Case Study: iShowSpeed's Visit

• YouTube streamer iShowSpeed (38 million followers) visited China for two weeks, generating a viral sensation and being cited in a Ministry of Foreign Affairs presser.
• Key Viral Moments:
  • Drone delivery of KFC in Shenzhen.
  • Interaction with humanoid robots.
  • Endorsements of high-speed rail and foldable Huawei phones.
• The trip is framed by officials as presenting a "panoramic view" of China "without edits or filters."
• Thematic Output:
  • Highlights classic cultural assets (history, food, friendly people).
  • Showcases advanced technology unfamiliar to many Western audiences.

Outlook and Skepticism

• While China possesses "untapped" cultural and technological assets, the lasting impact on global affinity remains uncertain.
• The ultimate metric for success is whether "coolness" translates into tangible business and political leverage, such as favorable policies or influence over future voters and leaders.
• Beijing remains skeptical about whether improved soft power will effectively support hard power interests, viewing the two as linked but not yet guaranteed.