BANGKOK (AP) — Have you “become Chinese”?

In recent months, 20-somethings around the world have taken over social media with posts enthusing about how they’re embracing Chinese ways of life. Videos proclaiming users are “Chinamaxxing,” or “in a very Chinese time of their lives” — namely by drinking hot water with boiled goji berries, eating dumplings or wearing slippers in the house, or flying to China and gushing about its modern infrastructure — are racking up millions of views.

Along with its economic and geopolitical rise, China’s government has tried for years to push its soft power on the global stage. But those official efforts never came close to the success the “becoming Chinese” meme is enjoying now.

Even senior Chinese diplomats have noted the trend. Xie Feng, the Chinese ambassador to the U.S., referenced the internet craze recently as he promoted a new visa-free transit policy and urged more Americans to “experience for yourselves a real, dynamic and panoramic China.”

The TikTok trend is the latest example of how Chinese products and consumables are enjoying a cultural cachet they’ve never had before globally. From movies to music, Labubu toys and even ordinary habits like drinking hot water, Chinese things are now seen by many as cool.

“China is gaining real soft power, and you can see it most clearly in how Chinese culture and ‘Chineseness’ are becoming familiar, repeatable, and globally consumable in everyday life,” said Shaoyu Yuan, a professor at the New York University School of Professional Studies’ Center for Global Affairs.

“That legitimacy,” Yuan said, “is earned through taste, utility, and entertainment.”

That soft power rise is enabled by China’s development in many industries: From manufacturing, where it holds a record $1.2 trillion trade surplus with the rest of the world, to social media, where it developed the addictive algorithms that made TikTok, to its own consumer culture, where homegrown names compete head to head with global brands.

Mixed feelings among Chinese Americans

Sherry Zhu, a 23-year-old from New Jersey, posted a couple of videos last year joking about how if you liked noodles and hotpot and wore slippers at home you were Chinese. One of her videos was shared almost a million times in December, and other TikTokers quickly caught on with the “becoming Chinese” meme.

But the trend has also raised thornier questions. For many Chinese people who have long faced discrimination in the West, the internet’s fascination with Chinese culture seems to be the latest form of cultural appropriation.

“Appreciation does not erase the racism that many Chinese people grew up with,” said Elise Zeng, 28, from Brooklyn, New York. A video she posted critiquing the social media phenomenon was liked by more than 36,000 people.

She recalls how during the COVID-19 pandemic she was afraid for her parents stepping out of the house because they heard about people getting attacked just walking down the street. At the time, many Asians reported being assaulted or verbally abused by people who blamed East Asians for the spread of the virus.

“Those experiences don’t just disappear because Chinese culture is suddenly cool and trendy,” she said.

Zhu acknowledged that she, too, has experienced bullying based on her identity, but said she was proud of her Chinese heritage. “I believe that visibility and cultural sharing can reduce misunderstanding over time,” she said.

China’s success in soft power has been building

The meme is riding on a broader embrace of Chinese popular culture that’s been building globally.

The frenzy over Labubus, the fuzzy ugly-cute dolls carried by the likes of Rihanna and other top celebrities, reached a peak last spring and summer, bringing a 300% rise in annual profit for Chinese parent company PopMart.

Several other cultural exports with more distinctly Chinese attributes have also found global success. On TikTok, the Chinese rapper known as Skaii isyourgod or “Lanlao” has gained fans around the world — even though he raps in Cantonese and with a thick regional accent, which many people in China wouldn’t understand either.

But that didn’t matter. Skaii isyourgod’s single “Blueprint Supreme” went viral last summer in China and abroad, amassing billions of views on TikTok globally.

Last year “Ne Zha 2,” the animated blockbuster about a young god from a popular Chinese children’s tale, became the highest grossing animated film of all time even before its release in North America.

Another success, the big budget video game “Black Myth: Wukong,” was similarly based on a story familiar to many Chinese kids about an adventurous monkey hero. The game broke the record for most-played single-player game on Steam when 2.4 million people played it simultaneously after its release.

More recently, Chinese digital maps like Amap have gone viral on social media over standard ones like Apple or Google for their level of detail, such as the ability to inform users if they will be in the shade versus the sun.

Soft power goes beyond official narratives

Xi has long pushed for his government to promote Chinese soft power abroad, calling on officials to “tell China’s story well” since 2013.

They have attempted to do so with ambitious projects like the multibillion-dollar Belt and Road initiative — a plan to build Chinese-funded infrastructure across the world — and investing in hundreds of Confucius Institutes.

But many Confucius Institutes, meant to be Beijing-funded centers teaching Chinese language and culture, have shut down in the West over concerns they were fronts for spying and propaganda, while the Belt and Road Initiative has been criticized as a debt trap by Western countries.

China’s ascending hard power has been well documented. It is the dominant manufacturer in the green energy sector, most visibly with its electric vehicles, but also across solar energy. It has the world’s second-largest military, behind the U.S. It is a manufacturing powerhouse, and its exports have swept the world.

Soft power, in contrast, is harder to quantify — or manufacture. China’s government has been eager to capitalize on the latest social media trend and throw state support behind cultural moments after they’ve broken out.

Global Times, a state-owned tabloid, claimed that the popularity of the “becoming Chinese” meme is linked to the success of “China’s social development.”

But the more officials vocally claim such successes and frame them as part of the “China story,” the more it may be received with skepticism, said Yuan, the professor.

“Cultural influence travels farther when it is chosen rather than announced,” he said.

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