For years, China grappled with a stubborn image problem, often associated with cheap exports, heavy censorship, and a veil of secrecy. However, that perception is slowly evolving as the nation seeks to enhance its reputation on the global stage, buoyed by rising soft power rankings and the innovative efforts of domestic businesses.
Chinese coffee chains are making inroads in New York, video games are booming with billions in worldwide revenue, and “c-beauty” companies are expanding into international markets, contributing to a refreshed image of China. Surprisingly, the standout vehicle driving this cultural renaissance isn’t a cutting-edge AI or a bestselling game-it’s a toy. The Labubu, an endearing keychain created by Pop Mart, has become a viral sensation, adorning the bags of celebrities like Rihanna and Blackpink’s Lisa, captivating fans around the globe. Recently, Pop Mart opened its first store in Germany, part of a rapid expansion that now includes over 500 locations internationally.
Pop Mart’s signature blind boxes-mystery packages containing collectible items-are at the forefront of its aggressive global growth. The company is projecting a staggering 350% increase in profits for the first half of this year alone. According to Goldman Sachs, Pop Mart’s sales could potentially reach $11.3 billion globally, positioning it on par with industry giant Lego.
This success is not merely happenstance but a strategic approach designed to resonate with consumers. Michelle Cheng, co-lead of the Asia consumer research team at Goldman Sachs, highlights the attraction of “chasing small pleasures,” particularly among younger generations. Cheng states, “It’s something the young generation loves-not just in China or Asia, but globally.”
Beyond toys, China’s cultural influence is being bolstered through its video game industry, which is shedding its previous constraints. Games like Black Myth Wukong, based on the Chinese classic “Journey to the West,” sold 20 million units in just its first month, ranking among the fastest-selling titles ever. Meanwhile, Genshin Impact, a popular “gacha” game, raked in $2 billion during its first year and is currently generating more revenue internationally than domestically, with significant markets in Japan and the U.S.
These homegrown innovations are changing perceptions. This year, consultancy Brand Finance ranks China second in its global soft power index, surpassing the U.K. for the first time and trailing only behind the U.S. The improvement is attributed to China’s concerted efforts to rejuvenate its global image, a focus on sustainable development, and the revival of international tourism post-pandemic.
Yaling Jiang, a consumer analyst, notes, “Finally, China has become visible, and young people are no longer attaching negative brand perceptions to China. The best outcome of these consumer products is that people can see through the negative filter of them being Chinese and see them for what they are.”
While significant strides are being made in reshaping China’s image, the question remains: can a state historically characterized by a top-down approach allow its brands to redefine their reputation on their own terms? As domestic innovations thrive and gain credibility, the answer may become clearer in time.
Original Source: https://www.cnbc.com/2025/08/18/labubus-boost-chinas-soft-power-as-its-brands-find-global-appeal-.html
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Publish Date: 2025-08-18 11:55:00
