China’s Soft Power Rises Through Livestreamers and Gaming
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China's Soft Power Rises Through Livestreamers and Gaming
- Chinese-developed video games generated over $20.45 billion in overseas sales in 2025, marking six consecutive years above $14 billion.
- American livestreamer Darren Watkins Jr., known as IShowSpeed, visited China in March and April 2025, broadcasting his experiences to 38 million followers.
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China is increasingly leveraging popular culture, including video games and social media livestreamers, to enhance its global image and soft power. This approach complements traditional diplomacy by reaching younger, international audiences through engaging digital content.
One notable example is the two-week visit of American YouTube livestreamer Darren Watkins Jr., known as IShowSpeed, to China in March and April 2025. During his trip, Watkins, who has 38 million followers, showcased various aspects of China, from historical sites like the Great Wall to modern technology such as amphibious electric SUVs and humanoid robots. His broadcasts, which included exploring cities like Beijing and Shanghai, experiencing local food, and participating in activities like kung fu, generated significant online discourse and attracted thousands of fans.
Concurrently, China’s video game industry has become a major global player, with overseas sales reaching $20.45 billion in 2025. Titles like “Genshin Impact,” “Arena of Valor,” “PUBG Mobile,” and “Black Myth: Wukong” have garnered massive international followings. “Black Myth: Wukong,” for instance, sold over 10 million copies in three days and was recognized as “Best Action Game” at The Game Awards 2024, demonstrating the industry’s growing capacity for AAA titles. These games often embed Chinese cultural and historical elements, serving as a form of cultural diplomacy by offering immersive experiences to a global audience.
The Chinese gaming market itself is substantial, with 720 million players in 2025, representing over half the country’s population. China accounted for 27% of all consumer spending on games worldwide in 2025, with total sales reaching $49.8 billion. This growth is partly attributed to a shift towards deeper, more immersive gaming experiences and the increasing popularity of cross-platform titles, where PC games often generate a significant portion of revenue. While Western culture has historically influenced Chinese youth, there’s a growing trend among Gen Z in China to embrace their cultural roots and domestic brands, integrating traditional mindsets with modern digital lives.