Youth-driven perception

Younger generations, particularly Gen Z and Millennials, are engaging with China in more nuanced ways. According to Brand Finance's 2025 Soft Power Index, perceptions of China among digitally connected young people have improved significantly since 2020.

"Gen Z appreciates the blend of heritage and hyper-modernity," said Dudarenok. "Black Myth: Wukong isn't just a game, it's a cultural ambassador that shifts how people view Chinese creativity."

Haigh added: "Since 2020, Gen Z and Millennials perceive China more positively than older generations. The biggest gains come from areas like international relations, economic strength, and cultural heritage."

This narrative transformation reflects a structural shift. "China becoming cool can be seen as a result of long-term development," said Harper. "As China becomes more developed economically, its soft power naturally strengthens."

In recent months, China's soft power strategy has gained momentum through policy as well. Visa-free entry for citizens from 75 countries and the participation of global media, such as the BBC's Race Across the World filming across China, are helping open new windows into Chinese life and culture.

"The visa-free entry and exposure through global media will definitely generate more interest in China from people overseas," Loh said. "China's cool factor will contribute immensely to its soft power internationally."