For years, China’s global image has been shaped by perceptions of authoritarianism, censorship and human rights issues, often reinforced by limited access to independent media. This narrative, which has largely dominated Western media, has led to misconceptions about China’s development, especially in the areas of technology and infrastructure. However, as the world becomes more connected and information flows more digitized, China is making strategic moves to redefine its image, particularly through the use of foreign influencers. A key moment in this shift occurred in 2025 when American YouTuber IShowSpeed visited China. With over 120 million followers across various social media platforms, IShowSpeed’s live broadcasts gained tremendous traction, especially in Shenzhen[1]. The broadcast reached the top and hottest positions on Weibo with 2 topics namely “IShowSpeed’s China trip super successful” and “IShowSpeed ‘seeds’ China travel to foreigners” reaching the top positions in the hot search list, with over 12 million and 29 million views respectively[2].
China’s use of foreign influencers is in line with its broader soft power initiatives, which have gained significant ground in recent years. According to the Global Soft Power Index 2025, China surpassed the UK to take second place globally, reflecting the country’s growing cultural influence[3]. China’s growing investment in digital platforms like TikTok has opened the door for greater cultural exchange, further strengthening its global reach. What makes this approach unique is China’s willingness to engage foreign nationals, especially Americans, as a means to promote its image. China’s strategy of using internationally recognized figures from competing countries especially the US reflects a more inclusive and diverse approach to diplomacy. By engaging these foreign influencers, China can expand its reach and connect with a global audience in a way that feels more genuine and relatable, ultimately challenging negative stereotypes.
Through the use of digital influencers, especially those from abroad, such as IShowSpeed, the country is trying to shape a more positive and realistic perception in the eyes of the international community. This approach seems to be leading to a sea change in the way China influences global public opinion, which many have known to be limited to strictly government-controlled narratives. As China continues to refine its soft power strategy, the role of digital influencers is likely to become more prominent. However, the real question lies in how China uses this approach as a tool to promote its image and begins to allow foreign media or foreign influencers the freedom to convey a more objective and authentic picture of the country. These questions are important to understand in order to assess how far the transformation of China’s cultural diplomacy will affect China’s international relations in the future.
This transformation can be understood through the lens of international relations, namely by using the theory of soft power, as proposed by Joseph Nye. Joseph Nye introduced the concept of soft power in the late 1980s, defining it as “the ability to influence others to get the results you want through attraction and persuasion rather than coercion or payment”[4]. He identified three main sources of soft power: culture, political values, and foreign policy[5]. The basic premise of Soft Power Theory is that a state can achieve desired outcomes in international relations by making other states want what it wants, rather than by imposing its will through military force or economic incentives.
ARGUMEN
IShowSpeed’s tour of China in 2025 exemplifies this application of soft power. During its live broadcast, it showcased China’s modern infrastructure, technological innovation and vibrant culture, providing a first-hand perspective that challenged prevailing stereotypes. China’s strategic engagement with foreign digital influencers, exemplified by IShowSpeed’s visit in 2025, reflects a deliberate shift in its cultural diplomacy. The initiative aligns with China’s broader goal of enhancing its global image and influence, especially in the face of declining American soft power and evolving international perceptions. China’s decision to host IShowSpeed is not a coincidence, but rather a calculated move to capitalize on the vast online presence of influencers to showcase China’s progress in terms of technology, infrastructure, and culture.
The Chinese government carefully planned IShowSpeed’s itinerary, ensuring that its experience highlighted aspects of Chinese society that aligned with the country’s soft power goals. From showcasing cutting-edge technology such as electric cars from BYD and Xiaomi, as well as advanced transportation infrastructure such as bullet trains that can reach speeds of 350 km/h, it also demonstrated stable 5G internet connections underground to engaging in cultural exchanges. Content generated during the visit was strategically disseminated across multiple platforms, thus reinforcing China’s desired narrative. Media response to IShowSpeed’s visit was overwhelmingly positive, with coverage emphasizing China’s openness and modernity. State-run media, such as CGTN, played an important role in amplifying the content, ensuring that the portrayal of China matched the government’s objectives. This regulated media strategy underscores China’s commitment to controlling its narrative in the international arena.
Public perception of China has been a focal point in these efforts. While historical surveys show a largely unfavorable view of China, recent data shows little change. According to a Pew Research Center survey conducted in March 2025, the percentage of Americans who have an unfavorable opinion of China decreased from 81% in 2024 to 77% in 2025. Moreover, the proportion of Americans who consider China an enemy has decreased from 42% to 33% over the same period. The diminishing influence of American soft power provides an opportunity for China to assert its presence on the global stage. By positioning itself as a more reliable and attractive partner, China seeks to attract countries and individuals disenchanted with American policies. This strategic positioning is not only reactive but also proactive, aiming to reshape global narratives and perceptions. By controlling the narrative through influencers and the media, China seeks to present itself as modern, open and culturally rich.
China’s engagement with foreign digital influencers like IShowSpeed is a multifaceted strategy aimed at enhancing its global image and influence. Through careful planning, strategic media deployment, and capitalizing on the dynamics of shifting international perceptions, China seeks to assert its soft power in a rapidly changing global landscape. As the international community becomes more interconnected and information flows more freely, China’s approach to cultural diplomacy can serve as a model for other countries seeking to navigate the complexities of global influence in the digital age. The success of this strategy will also depend on how China navigates the tension between maintaining control of its narrative and embracing more open and authentic depictions of its achievements. This dynamic is likely to play an important role in shaping China’s future international relations and its position in global diplomacy.
[1] Kaufman, A. (2025, April 16). Tour by YouTube star IShowSpeed hailed as soft power win for China. China Digital Times (CDT). https://chinadigitaltimes.net/2025/04/tour-by-youtube-star-ishowspeed-hailed-as-soft-power-win-for-china/#:~:text=With%20nearly%20120%20million%20online%20followers%20across%20all%20of%20his%20platforms%2C%20IShowSpeed&text=During%20his%20Hong%20Kong%20stream%2C%20he%20reached%20a%20personal%20record%20of
[2] Team, D. (2025, April 10). IShowSpeed in China: “abstract humour” breaks down cultural stereotypes. Dao Insights. https://daoinsights.com/exclusives/ishowspeed-in-china-abstract-humour-breaks-down-cultural-stereotypes/?utm_source
[3] Kumarappa, K. M. (2025, February 21). China overtakes the UK to claim second place in Global Soft Power Index 2025 | Press Release | Brand Finance. Brand Finance. https://brandfinance.com/press-releases/china-overtakes-the-uk-to-claim-second-place-in-global-soft-power-index-2025?utm_source
[4] Nye, J. S. (2019). Soft power and public diplomacy revisited. The Hague Journal of Diplomacy, 14(1–2), 7–20. https://doi.org/10.1163/1871191x-14101013
[5] Nye, J. S., Jr. (n.d.). Soft power: the means to success in world politics.
