China records growth in cultural influence

China's cultural presence expanded over the past year through a mix of entertainment releases, consumer products and online trends, and that shift attracted wider international attention.

Visa-free transit policies supported increased people-to-people travel; Shanghai recorded inbound visits that rose nearly 40 percent last year, and Beijing received 1.56 million European visitors, a gain of 47.9 percent. The Brand Finance Global Soft Power Index 2025 ranked China second worldwide, surpassing the United Kingdom.

Box office performance, branded merchandise and digital content drove much of the activity: Ne Zha 2 climbed the all-time global box office list and overtook Disney's Star Wars: The Force Awakens within 45 days of its global release; the Labubu doll, created by Kasing Lung and sold through Points of Presence (PoP) Mart, drew celebrity attention and large resale multiples from a 599 yuan retail price; livestreamed visits by IShowSpeed and viral creators amplified exposure.

Online movements such as #BecomingChinese and #ChinaMaxxing generated tutorials and lifestyle content; creator Sherry XiiRuii published videos on practices like sipping hot water and wearing house slippers, and online discussions evolved into broader appreciation for Chinese daily life, modern infrastructure, safety and development. These elements appeared alongside commercial and travel activity.

The recommendations said “flourishing culture” as a hallmark of its modernization, said they aimed to “inspire greater confidence in Chinese culture” and said they would achieve “a continued rise in China's soft power”.

Those recommendations were framed for the 15th Five-Year Plan (2026-30).