For years, China’s image abroad was largely defined by cheap exports and strict censorship. But a significant shift is underway. The country is actively cultivating its soft power, and the results are undeniable. From the rise of Chinese coffee shops in New York to the global popularity of homegrown beauty brands, China’s cultural influence is expanding rapidly.
One surprising element in this transformation is a seemingly unlikely contender: Labubus, the adorable (and slightly bizarre) plush toys from Pop Mart. These $30 keychains have become a global phenomenon, adorning the bags of celebrities like Rihanna and Blackpink’s Lisa. Pop Mart’s strategic expansion, coupled with its innovative “blind box” marketing, has propelled the brand to incredible success. The company is even outpacing established Japanese giants like Sanrio (Hello Kitty) in sales growth.
The success of Pop Mart isn’t an isolated incident. It reflects a broader trend of Chinese brands capturing global attention. The video game industry is a prime example. Titles like *Black Myth Wukong*, based on a classic Chinese folktale, and *Genshin Impact*, a popular gacha game, have generated billions in revenue globally, surpassing their domestic success. These games aren’t just financially successful; they’re introducing Chinese culture and storytelling to a vast international audience.
This growing cultural influence is reflected in recent soft power rankings. Brand Finance has placed China second in its global soft power index, surpassing the UK for the first time. This upward trajectory is attributed to strategic image-building efforts, a focus on sustainable development, and the strength of emerging Chinese brands. The post-pandemic reopening of China to international visitors has also played a significant role.
Experts suggest that a key factor in this change is a shift in global perception. Young consumers are increasingly able to view Chinese products on their own merits, rather than through a pre-existing, often negative, filter. This suggests a successful decoupling of the product from the political context, a critical element in China’s soft power strategy.
However, the future remains uncertain. Whether a state historically known for its top-down approach can truly allow its brands to organically represent its image remains to be seen. The ongoing success of Chinese brands like Pop Mart and the creators of *Genshin Impact* will be a key indicator of China’s ability to sustain this cultural and economic momentum on the world stage.
