IShowSpeed, a 20-year-old American YouTuber and internet star, recently took his nearly 40 million viewers on a virtual tour of Chinese cities like Beijing and Shanghai. His livestreams showcased the beauty of these locations, highlighting the friendly locals, clean streets, and high-speed Wi-Fi available on the subway. Chinese fans eagerly approached him for selfies on the Great Wall, creating a buzz around his visit. Beijing’s state media embraced the attention, with one blogger even claiming that IShowSpeed had shattered Western propaganda about China in the eyes of a new generation.
Soft power, a term coined by political scientist Joseph Nye, refers to a country’s ability to influence others through attraction rather than coercion. Throughout history, the U.S. has wielded significant soft power through its cultural exports like music, movies, and fashion. However, China is now making strides in this arena, challenging America’s dominance. Chinese films like “Ne Zha 2” and “Detective Chinatown 1900” have broken box-office records, showcasing China’s creative prowess on the global stage.
In the realm of video games, a Chinese-developed game called Black Myth: Wukong has captured the attention of gamers worldwide. Rooted in Chinese mythology, this game has garnered praise for its graphics and gameplay, positioning China as a contender in the gaming industry. Similarly, TikTok, a Chinese-owned app, has become a cultural phenomenon with over 1.6 billion monthly users globally. Its algorithm has propelled content from diverse cultures to the forefront, creating a new transnational pop culture commons.
As China continues to invest in its creative industries and digital platforms, it is shaping the narrative for a new generation of global citizens. The U.S. must now strategize to maintain its cultural edge in the face of China’s growing soft power influence. While China’s authoritarian system may limit its appeal in democratic nations, its cultural exports are undeniably gaining traction among the youth. The question now is whether America has a plan to compete and retain its position in the global cultural landscape.
