China’s New Soft Power Strategy: Toys, Movies, and Games

China is pursuing a new approach to global influence — not through official slogans or state campaigns, but through consumer culture that travels faster than diplomacy.

From collectible toys and animated films to video games embraced by Western audiences, Beijing is increasingly benefiting from pop culture moments that make China appear creative, playful, and globally relevant.

A recent example came during the Macy’s Thanksgiving Day Parade, where towering Labubu toy floats rolled through New York City — a striking image of Chinese-designed characters featured at one of America’s most recognizable cultural events.

The dolls, produced by Beijing-based Pop Mart and created by a Hong Kong artist, have exploded in popularity worldwide, appearing on luxury handbags, reselling for many times their retail price, and drawing fans to China in search of limited editions.

This cultural surge extends beyond toys. Chinese animated films and video games have posted record-breaking global sales, earning praise from international audiences and critics alike. Titles rooted in Chinese mythology are reaching players unfamiliar with the country’s history, subtly shaping perceptions through entertainment rather than messaging.

Unlike earlier efforts centered on state-led cultural diplomacy, this wave is largely market-driven. Chinese authorities have responded by amplifying successful exports, easing regulatory pressure on creative industries, and framing these hits as proof of China’s growing soft power.

The strategy comes as American cultural influence faces political polarization, trade tensions, and diplomatic setbacks — creating space for Beijing to recalibrate how it presents itself to the world.

Rather than rewriting narratives directly, China is testing whether toys, games, and movies can do the work instead.