Beijing Is Using Influencers to Burnish Its Image

Why It Matters

The tactic signals a new, decentralized soft‑power front that can reshape international perceptions of China faster than conventional diplomatic channels.

Key Takeaways

• Chinamaxxing trend sparked by IshowSpeed's 2025 China trip
• Western micro‑influencers earn about $1,500 per China‑focused video
• Chongqing's skyline becomes Instagram‑ready backdrop for global audiences
• China mirrors Dubai's influencer playbook to reshape global image
• Content hides hukou limits, real‑estate slump, and labor exploitation

Pulse Analysis

China’s pivot to influencer‑driven soft power reflects a broader shift in how nations craft their overseas narratives. By co‑opting Western micro‑creators, Beijing sidesteps the overt propaganda of outlets like CGTN, instead offering bite‑sized, shareable moments that feel spontaneous. The catalyst was IshowSpeed’s 2025 trip, which demonstrated the viral potential of authentic‑looking travel content. Since then, platforms have seen a surge of creators—often with fewer than 10,000 followers—earning roughly $1,500 per video to highlight sleek cityscapes, modern amenities, and a lifestyle portrayed as orderly and aspirational.

The mechanics rely on China’s vast urban backdrops, such as Chongqing’s dramatic riverside towers, which are tailor‑made for short‑form video aesthetics. While the Great Firewall limits domestic distribution, Western influencers bridge the language gap, amplifying the image to audiences hungry for alternatives to Western urban woes. This model mirrors Dubai’s earlier influencer boom, where cheap labor built the glossy façade that influencers then sold worldwide. In China, internal migrant labor and the hukou system supply the workforce that constructs these photogenic environments, allowing the state to project a polished veneer without direct credit.

Strategically, the approach offers Beijing a low‑cost, high‑reach channel to counter criticism on human rights, real‑estate volatility, and social inequality. However, the curated reality risks backlash if audiences detect the disconnect between the glossy feed and on‑the‑ground hardships. For policymakers and marketers, understanding this nuanced, decentralized propaganda is crucial as it reshapes perception dynamics and challenges traditional state‑media narratives. The rise of Chinamaxxing underscores the growing power of influencer ecosystems in geopolitical storytelling.