How China exploits the West’s biggest flaw

China’s Soft Power and the Global Fashion Game

Author

Ark
May 23, 2025

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Researching this topic was eye-opening. It made me reflect on what it means to be a Westerner, a perspective you don’t often question until you encounter something starkly different. That contrast forces you to examine what shapes your worldview. In the West, we’re rarely encouraged to explore other cultures deeply. From a young age, we’re told our art, films, ideas, and craftsmanship are the best. But China’s rise as a global power challenges that narrative, introducing alternative ways of doing things that can feel unsettling. If you’ve been taught your whole life that you’re at the top, why look elsewhere? Yet, when you do, it’s fascinating—some might even say transformative.

More and more people are turning to Chinese content out of curiosity, disillusionment, or a search for alternatives. China recognizes this and leverages it as a form of soft power, particularly through fashion. Westerners are highly susceptible to aesthetics and trends; we consume them, and they become part of our identity. China steps in here, showing people how to order directly from manufacturers, bypassing tariffs and Western markups. From shoes to clothing, you can get brand-name products—or their equivalents—for a fraction of the price. This isn’t just about economics; it’s a strategic move in the global influence game.

UN Island: A Reality TV Take on Global Diplomacy

Global diplomacy might not sound thrilling, but think of it like reality TV—full of drama, alliances, and betrayals. Let’s imagine a show called UN Island, featuring five countries: China, Russia, the UK, France, and the US. Picture it set on a rugged Northern European coast, far from a tropical paradise. Here’s how the dynamics play out:

  • China and Russia: the besties of the island, always whispering in the corner. In May 2024, President Vladimir Putin’s visit to China solidified their alliance, with record trade levels and mutual support on international issues. They’re a counterbalance to Western influence.

  • Europe (UK and France): The diplomats of the group, favoring well-worded speeches and respectability. They try to bring everyone to the table, projecting an air of sophistication.

  • The US: No longer playing the respectability card, the US is locked in a 21st-century Cold War reboot with China, vying for global dominance. The internet’s rise has shifted power dynamics—the US no longer holds all the cards.

These dynamics reflect a broader transition. To understand it, we need to rewind to the 1970s, when the Post-it note, Rubik’s Cube, and even a flying car were born. That era also saw a pivotal shift in US-China relations.

The Dark Deal: A Global Economic Shift

In 1972, Richard Nixon’s visit to Beijing aimed to pull China away from the Soviet Union. US policymakers saw China as an opportunity—a potential manufacturing powerhouse like Japan. Under Deng Xiaoping, China opened to Western trade, and factories multiplied. This led to what some call a “dark deal.” Countries like China, Japan, and South Korea produced goods—electronics, clothes, and cars—for American consumers. Chinese elites amassed US dollars, reinvesting them in US real estate, bonds, and financial products. The US didn’t sell goods; it sold investment opportunities, becoming a magnet for global capital.

But this deal had costs. In the US, factories closed, jobs vanished, and wages stagnated. In China, workers faced grueling hours in hazardous conditions for low pay. Ordinary workers on both sides paid the price while profits soared.

Then came 2008, the worst Wall Street crash since 1987. A new economic force emerged: cloud capital—platforms, algorithms, and digital infrastructures that extract wealth globally in real time. Economist Yanis Varoufakis describes this as a shift from a profit-based economy to a “technofeudal” one based on rent. For example, YouTube hosts videos and takes 45% of ad revenue—a form of digital rent. US platforms like YouTube, Meta, and X dominate this space, but China’s TikTok changes the game. Unlike shipping physical goods, pushing a viral video to a US user costs almost nothing, allowing Chinese platforms to extract rent directly from Western markets. This sparked panic in Washington, leading to threats of a TikTok ban under the Trump administration—not just for security but to curb Chinese cloud capital’s encroachment on Silicon Valley and Wall Street.

China’s Soft Power in the Digital Age

As tensions between China and the West grow, China has adapted its soft power strategy. Traditional soft power—cultural programs, educational exchanges—can be disrupted by sanctions. The internet, however, is harder to control. When the US threatened to ban TikTok, 700,000 people joined China’s Red Note (a TikTok-Instagram hybrid), and interest in Mandarin surged by 216%. Digital platforms allow grassroots influence, bypassing diplomatic barriers.

Chinese creators are gaining traction on Western platforms. Take Li Ziqi, a YouTuber with over 26 million subscribers, known for her meditative videos on traditional crafts, cooking, and rural life. Her calm, skillful portrayal of Chinese culture contrasts with Western stereotypes of “Made in China” as low-quality. Li Ziqi’s brief disappearance from YouTube sparked speculation—some cited a studio dispute, others pointed to China’s crackdown on influencers who violate rules like tax evasion or excessive wealth displays. Though she aligns with China’s promoted values, her case highlights the complexities of China’s digital economy.

The Rise of Live-Stream Shopping

China’s e-commerce boom, particularly live-stream shopping, is a key part of this digital strategy. Popularized in the 2010s, it surged during the pandemic and continues to grow amid tariff wars. Influencers like Tony from LC Sign promote business-to-consumer platforms like DHgate and Taobao, sometimes using controversial tactics to sell brands like Adidas or Disney. Videos revealing how luxury goods—like $38,000 Birkin bags made for $1,600—are produced in China have gone viral, exposing the gap between Western branding and manufacturing realities. Even politicians, like Press Secretary Caroline Levitt, have been called out for wearing Chinese-made clothing while promoting American products.

This challenges Western assumptions that non-Western goods are inferior. Fast fashion’s “Made in China” label reinforces this bias, but creators like Li Ziqi showcase China’s centuries-old craftsmanship, reshaping perceptions. Similarly, India’s influence, seen in events like the 2024 Ambani wedding, sets global fashion trends, with brands like Reformation drawing inspiration from South Asian designs while facing accusations of cultural appropriation.

The Real Winners: Cloud Elites

Westerners’ obsession with consumerism—treating fashion as identity—makes us ripe for soft power influence. But who benefits? Not the workers. The global elites—American, European, Chinese, and Indian—profit at the expense of the international working class. In the West, manufacturing jobs vanished when factories moved to the Global South. In the South, workers toil in factories to fuel emerging economies. Migrants seeking better lives in the West are often scapegoated, despite being victims of the same system.

So, what’s left for the rest of us? Buying discounted goods made by exploited workers isn’t empowerment—it’s part of the problem. Reclaiming agency means resisting cloud elites globally and advocating for workers who can’t afford the clothes they make or those whose livelihoods were lost to outsourcing. Power operates across borders, so resistance must too.

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Conclusion

China’s soft power, from Li Ziqi’s videos to live-stream shopping, is reshaping global perceptions and economies. As Western dominance wanes, we’re challenged to rethink our assumptions and embrace diverse cultures. But the real winners are the cloud elites, profiting while workers bear the cost. Reclaiming agency requires global solidarity. The conversation continues—share your thoughts below, and don’t forget to like and subscribe. Thanks again to Paired and my patrons for making this possible. See you soon!

#Innovation #Leadership #Entrepreneurship #DigitalMarketing #Technology #Career #Networking #Business #Motivation #FutureOfWork

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