China Just Became Cool. Here's What Brands Need to Know


5 Game-Changing Shifts Redefining AI, Chip, EV, and Robotics in China	View in browser

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🔄 China's Market Has Moved — Let’s Realign Your Roadmap

China's net favorability rating has risen to +8.8, while the U.S.'s has declined to -1.5, marking the first time China's global image has surpassed that of the U.S. in 2025.
China has climbed to second place in the Index with a score of 72.8 out of 100, achieving its highest position to date and surpassing the UK for the first time this year.
China's strategic soft power initiatives and the U.S.'s recent trade policies have negatively impacted China's global image, leading to this change.

Hey ,

China and the U.S. have long been competing for global influence, but here's something new: China's cultural power is on the rise, and it's reshaping the world's perception. In fact, for the first time ever in 2025, China’s global image has surpassed that of the U.S. 🤔

From iShowSpeed and Labubu to TikTok dramas, China is rebranding its "cool" factor — not through the usual top-down narratives but through youth, tech, and culture that speak directly to the younger generation.

Gone are the days of Confucius Institutes and state-run media campaigns. Today, China is tapping into something deeper: emotion, experience, and immersion.

🇨🇳 What China Did Right

📹 Bottom-Up Narratives

iShowSpeed’s Cultural Showcase

iShowSpeed's viral China tour amazed his 40 million followers, showcasing a side of China that's not just digitally advanced but also vibrant and fun. His five live-stream episodes generated an impressive 35.16 million views on YouTube and sparked widespread social media conversation.

Why this worked:

China's success with the influencer stemmed from allowing him to operate independently. If another major influencer tries to replicate this, government intervention could dilute its authenticity. The insight? This initiative wasn't a government-led cultural promotion; it was about empowering genuine engagement. Sometimes, less is more.

Read Ashley's full analysis on LinkedIn →

✈️Tourism Incentives

Opening Doors to 30 Million Visitors

In Q1 2025, China saw a 33.4% rise in foreign visitors, with 17.44 million trips—driven by visa-free access for 43 countries and easy travel policies like the 240-hour visa-free transit. With 9.2 million visits in just the first quarter, this 40.2% YoY increase shows how China has become an increasingly popular destination for global travelers.

Why this worked:

China’s expanding visa-free list is building a globally connected economy, fueling cultural exchange and business growth. The tourism surge has also driven strong demand and opportunities for international hotels, with Hilton expanding to 840 properties and Hyatt’s Alila resort hitting 90% occupancy during peak seasons in 2025.

🎮Cultural Exports

The $1.8 Billion Toy that Broke Borders

Labubu, the China-born bunny character from Pop Mart, has become a global sensation, with over 1M TikTok posts and celebrity endorsements from Lisa of BLACKPINK, Rihanna, and Dua Lipa. Limited-edition items now resell for up to $3,000, as fans from New York to Dubai line up for this coveted toy, cities like Macau also launch Pop Mart events to attract global fans.

Why this worked:

With Pop Mart’s revenue reaching $1.8 billion in 2024, Labubu proves how culturally unique products can create massive global demand and economic impact. The success of Labubu shows that culturally unique products, when combined with influencer marketing, limited-edition exclusivity, and viral social media buzz, can create international demand that transcends borders.

📈 China’s image used to be about speed and scale.

Now, it’s increasingly becoming about trending culture and influence. From toys to tech, Chinese brands are setting trends and reshaping identity.

Here’s how you can take a page from China’s soft power playbook and translate it into brand strategy.

💰What Can You Adapt

🎥 Make Culture Look Fun, Not Forced

IShowSpeed didn’t promote China, but he vibed with it and captured its playful side. China amplified it, turning a spontaneous creator stream into national soft power.

✅ Do this: Let creators play with your culture or brand. Don't control the narrative — co-create it. Authentic curiosity travels further than corporate messaging.

🎯 Start with Niche Fans; Let Them Build the Buzz

Labubu wasn’t launched as a global icon. It started as a cult favorite in Chinese toy and alt-fashion circles. What made it blow up? Fans are styling it, posting it, and owning it.

✅ Do this: Pick your tribe. Gamers, anime fans, sneakerheads — design drops just for them and add elements of surprise, exclusivity, or community. Let your audience shape the story.

🤩 What cool things happened in China last month?

Huawei is Reshaping Digital Consumer Behavior

Huawei’s foldable laptop launched HarmonyOS into the PC market with over 47,000 reservations in just 14 hours—priced at $3,300. With a 19% smartphone OS share, Huawei is now challenging both Windows and macOS, signaling a shift in Asia’s digital sovereignty. (Read More)

Robot Boxing is Real

The world’s first humanoid robot boxing match launched in Hangzhou on May 25, 2025, featuring Unitree Robotics. This groundbreaking event showcases AI in combat sports, highlighting China’s tech advancements, with the humanoid robot market set to reach $120 billion by 2030. (Read More)

Pet Luxury is the New Self-Care

Chinese consumers are splurging on their pets! After Gucci and Celine, Adidas launched its first-ever pet apparel collection at its Shanghai flagship in May. With pet ownership reaching 1.24 billion in 2024, spending is shifting to emotional investments in pets, from organic treats to stylish collars. (Read More)

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