Stepping into the “Chinese Era”
Why is everyone at a very Chinese time in their lives?
Simon Snel · April 2026 · 8 min read
Since early 2025, images of tier-one city skylines, bustling parks, traditional chinese medecine and of course food have been taking over social media. For many of us with close ties to China, we are left wondering — why is it only now that people are discovering this side of China? And what is the reason behind this newfound interest into Chinese people and culture?
The soft power ambition
During the CCP’s 4th plenum, the party stated a strong interest to “make effective moves to boost cultural programs, accelerate the development of cultural industries, and extend the reach and appeal of Chinese civilization.” The impetus put forward here is to increase China’s soft power across the world — as Joseph Nye defined it, the ability to shape the preferences of others through attraction by way of political values, foreign policies and most importantly culture.
Former Chinese President Hu Jintao devised a cultural charm campaign through hosting the Beijing Olympics and the 2010 World Expo in Shanghai. Both were widely regarded as successes and firmly established China as a modern, developed nation — yet China’s cultural reach did not grow.
Initial barriers to achieving cultural confidence
In 1978, when Deng Xiaoping opened up China through his Open Door policy, by welcoming foreign investment and expertise to develop China further within China’s Special Economic Zones (SEZ) along its eastern coast. Western companies seized the opportunity for cheaper manufacturing, and by the early 2000s, China earned its reputation as “The World’s Factory.” China became an important strategic partner in the eyes of foreign businessmen and politicians, but not foreign citizens — limited to being known as the world’s factory, many were oblivious to China’s historical, cultural and ideological significance.
These preconceived notions created two significant issues. Firstly, Deng’s reforms flooded the country with foreign goods, and western lifestyle became synonymous with modernity and luxury within China. This is exemplified by Tianducheng (天都城) — a replica of Paris built on the outskirts of Hangzhou in 2007, complete with Haussmannian apartments, the Champs-Élysées, and a ⅓-scale Eiffel Tower. Nowadays, Chinese citizens view it as a gimmick, signalling that idealised lifestyles are no longer fashioned in the West.
The second issue: due to the primacy of Western goods, certain cultural products destined for foreign markets deliberately obfuscated their Chinese-ness. Genshin Impact is entirely made by Chinese developers, yet designed and marketed to reflect Japanese artstyle and storytelling — becoming one of the highest-grossing games in the world without reflecting any Chinese culture. This was a conscious choice to maximise sales, but it undermines China’s ability to produce globally valued products under its own name, and transfers the interest the game generates to Japan instead.
Xi’s “China Dream” and The Post-COVID revaluation of Traditional Chinese Culture
Xi’s China Dream
These internal issues were recognized by Xi Jinping when he took office in 2012 in his “China dream”, calling for “greater cultural confidence” to instill greater nationalistic fervor among Chinese citizens. Moreover, he wished to showcase China’s ability to act as a global leader and serve as a model for other developing nations, by leading the Belt and Road Initiative (BRI) and implementing the Made in China 2025 policy. Internally however, Chinese citizens hadn’t really embraced China’s newfound global standing.
The post-COVID inward turn
It wasn’t until COVID-19 broke out in late 2019 that China had to rely fully on themselves. Widespread lockdowns and economic downturn produced an inward shift of attention and consumer spending. CCP narratives surrounding their successful handling of the pandemic, contrasted with Western failures, generated greater appreciation from Chinese citizens — mostly expressed by Gen-Z, who through their increased national pride re-discovered traditional Chinese culture. Online, the hashtag 国朝 (guochao — “national dynasty”) showcases this embrace.
Gaming: Black Myth: Wukong
Fast forward to 2025 — new productions fully embrace traditional Chinese aesthetics and are finding great success through this strategy. In 2024, Shenzhen-based Game Science released Black Myth: Wukong, recounting the tale of the Journey to the West, one of China’s four classic novels, originally published in the 16th century under the Ming Dynasty.
The gameplay is centered around the Monkey King, Sun Wukong (孙悟空). Players pass through stunning landscapes and temples visitable in real life — the Jade Emperor Temple in Jincheng, the Ten Thousand Buddhas Temple in Xishan Province. For many gamers across the world, it was their first encounter with Chinese culture. The game has set a new standard: immersive, tradition-forward, and globally competitive.
Fashion: the hanfu revival
汉服 (hanfu) translates to traditional ethnic Han clothing worn by emperors, civil servants and the gentry in the Tang, Song and Ming dynasties. The revival of hanfu is expressed through the embrace of traditional craftsmanship, material, motifs and silhouettes — all tailored with a modern appeal. Designers such as AO Yes, Vivienne Tan and Ms Min are emboldening this generation of Chinese youth to embrace their cultural roots.
This neo-Chinese style extends beyond Chinese brands. Adidas unveiled a collection at Shanghai Fashion Week in October 2025 bringing back the traditional Tang jacket — its frog buttons and mandarin collars intact — with a modern oversized fit and three stripes along the sleeves. It went viral, bringing traditional Chinese design into the mainstream. In and outside of China, the hanfu revival is working to reclaim “Made in China” from a marker of mass production to an emblem of cultural identity and national pride.
Cinema: Ne Zha 2
Ne Zha 2 redefined what success looks like for the Chinese movie industry. Based on a 16th-century novel, its main character Ne Zha is a deity figure within Taoist and Buddhist theologies. The film is a fast-paced, funny and sensible comedy filled with stunning visuals that appealed to audiences worldwide.
Ne Zha 2 broke domestic and international records, becoming the 5th top-grossing movie of all time and the only film produced entirely outside of Hollywood to pass the $1 billion mark — showing that Chinese productions are reaching the level of legendary Hollywood studios.
Why is China having its moment now?
According to the Pew Research Center, favorable opinions on China have risen in 2025. Cultural productions have increased China’s soft power reach — but the biggest factor has been the start of Trump’s second term. Through his withdrawal from collaborative frameworks, imposition of unilateral tariffs, warmongering, and overall “bully” diplomacy, Trump has eroded international credibility with the US’s long-term allies and diminished American soft power globally. China is filling the vacuum.
The CCP has removed many barriers to entry for foreigners — offering two-week to one-month visa-free entry for 43 countries, including most European nations until December 31st, 2026. In 2025, IShowSpeed livestreamed a two-week tour of multiple Chinese cities to his 50M viewers, became a sensation on Chinese social media, and was recognized by government officials for his invaluable promotion of China’s culture and people.
Trends like “Chinamaxxing” or being in “a very Chinese time” also reflect American Gen-Z’s dissatisfaction with conditions at home — high inflation, gun violence, a shrinking labour market, and new wars — prompting curiosity about life on the “other side,” all to Xi’s satisfaction no doubt.
Today, with China shedding its status as a developing nation, it is embracing itself as an established player on the global stage. The newfound pride in Chinese cultural identity has elevated China’s status globally — totally inconceivable a few years ago, if we remember the waves of sinophobia that followed the start of the pandemic. This drastic shift showcases the importance and effect of cultural soft power.
Even though the examples in this article may seem trivial next to tech innovations like DeepSeek AI, which shocked the world earlier this year — cultural products like games, movies and clothes generate attachments and curiosity, as did blue jeans and rock ‘n’ roll during the Cold War. As we start 2026, through the global uncertainty caused by Trump’s administration, it is clear that global attention will turn to the East, and that Xi Jinping is ready to embrace it.