Social media trend exerts Beijing's soft power through "Chinamaxxing"

Cultural exports from China have been gaining traction across Western social media. While partly rooted in growing disillusionment with society and politics in Europe and the US, the trend is making it easier for Beijing to build soft power among younger audiences for its long-term interests.

Some observers describe this surge as a broader “unlearning” of narratives shaped by decades of US cultural dominance, as cited by the European Council on Foreign Relations. Its analysis suggests that China is increasingly seen as offering an alternative to Western neoliberalism and hypercapitalism—one that not only rivals but, in some views, may even surpass the US model.

According to the article, this perception blends long-standing Chinese talking points—such as having “lifted 800 million people out of poverty”—with the familiar slogan that “the East is rising and the West is declining.” It is also fuelled by growing frustration with what many perceive as US neo-imperialism and attempts to contain China’s rise.

In recent months, so-called “Chinamaxxing” content has surged across platforms like TikTok, Instagram, and X. Influencers—mostly English-speaking—document their attempts to “become Chinese,” often blending lifestyle experimentation with political commentary.

The trend presents China as appealing and aspirational, highlighting everything from wellness habits—like drinking hot water, practicing tai chi, wearing Adidas' Tang-style clothing or the recent hype about Labubu bag charms—to admiration for infrastructure, public safety, and perceived social stability.

More broadly, it challenges the long-held assumption that China cannot cultivate soft power in the same way as countries like Japan or South Korea.

West vs East

As the outlet notes, this phenomenon is unfolding against a shifting geopolitical backdrop. In the West, political turbulence—particularly during the era of Donald Trump—has shaken confidence in the US-led global order. This has deepened existing dissatisfaction with Western governance, especially among younger generations.

Polling data reflects this shift. A recent survey cited by Politico found that 40% of Germans now believe it is better to depend on China, compared to just 24% who favour reliance on the US. Among Germans aged 18–24, 19% support closer ties with China, versus only 7% among older groups.

In France, support among younger respondents is even higher, with 22% advocating stronger ties with Beijing. Meanwhile, polling by the European Council on Foreign Relations indicates that Europeans broadly expect China’s global influence to continue expanding.

Indication of wider issues

Combined with evidence that many young Europeans rely on social media as a primary source of information about China, the rise of Chinamaxxing may play a more significant role in shaping public opinion than previously assumed.

China has long sought to strengthen its “discourse power”—its ability to shape global narratives in line with its interests—but has, according to the outlet, often been criticized for clumsy or counterproductive messaging.

While Beijing has adapted its approach over time, including by amplifying voices abroad, Chinamaxxing appears largely organic rather than state-driven. It may signal a broader shift: a growing openness in Western societies to more positive views of China.

Much of the English-language Chinamaxxing content originates in the US itself and often serves as an implicit critique of American society. Rather than offering a nuanced picture of China, it tends to project what creators feel is lacking at home—better infrastructure, lower crime, and more affordable lifestyles.

At the same time, China has made itself more accessible through expanded visa waivers and increased cultural visibility. High-profile figures travelling to the country have further amplified its appeal. Even Ai Weiwei—once a prominent critic of Beijing—has returned to China, noting that he now perceives similar patterns of surveillance and censorship in the West.

The council argues that the latest trend "might be yet another form of Orientalism, yet this time around it is in line with Beijing’s strategic interests. It is about non-Chinese people re-imagining China and projecting their own aspirations, fears and shortcomings onto an imagined China."

By Nazrin Sadigova