By Jessie Yeung, CNN
(CNN) — This article may be meeting you at a very Chinese time in your life.
At least, if you’ve spent enough time recently on social media, where the phenomenon of “Chinamaxxing” has swept feeds with videos of people sipping hot water, shuffling around the house in slippers and donning a viral Adidas jacket resembling historic Chinese fashion.
These things, content creators joke, will help you “become Chinese” – reflecting a growing Western fascination with Chinese culture and aesthetics.
“Morning routine as a new Chinese baddie,” one TikTok creator captioned a video in which he does a series of traditional Chinese exercises. Another video, viewed more than 2.4 million times as of late February, shows the creator boiling apples to make fruit tea – a supposedly old-school Chinese elixir for gut health.
We’ve seen this play out before as Asia steadily accumulated global cultural capital. K-dramas, K-pop and K-beauty have become beloved worldwide, while record numbers of tourists are flocking to Japan and gushing over its pristine streets and high-speed rail.
Now, it seems it is China’s turn.
“For the longest time, there was all this discussion about (how) China didn’t really have as much soft power vis-à-vis South Korea or Japan,” said Tianyu Fang, a PhD student at Harvard University’s Department of the History of Science.
“We see that changing quite a bit over the last few months – with Chinese video games, Chinese films, and even tiny things like Labubus that are really reshaping the cultural imagination of China in the US, and more broadly in the West.”
But this feels a little different from previous Asian cultural waves. For starters, South Korea and Japan are both democracies and staunch US allies, while China is an authoritarian state and major US rival.
The trend also marks a vibe shift within the American public.
Just a few years ago, the Covid-19 pandemic fueled a surge in deadly anti-Asian hate crimes. US President Donald Trump repeatedly used racist language, calling Covid “kung flu.” A trade war and other tensions deepened the widespread Sinophobia.
Against this backdrop, it can seem like something of a 180 for many Gen Z Americans to now embrace “becoming Chinese.”
But experts say the trend reveals deeper undercurrents like dissatisfaction among many Americans with life at home – from political turmoil, gun violence, immigration crackdowns and persistent racial tensions. All this has dulled the veneer of the US, driving curiosity for American youths to see what life is like on the other side.
It’s also about simple exposure, Fang pointed out. While Chinese products have long been ubiquitous across the planet, more Americans are now noticing Beijing’s dominance in many fields – especially in the competitive world of tech.
And increasingly, what they’re seeing is redefining their image of cool.
Has the US lost its ‘cool’ factor?
This isn’t the first time China has drawn intrigue from the West. In the 2000s and early 2010s, as China began opening up to the world, more outsiders began learning Mandarin, and travel and immigration to and from China spiked.
Much of the enthusiasm to engage with the Asian giant was economically driven, said Fang.
In the past decade, however, “China became more self-sufficient, it is much more inward-looking than it used to be, especially during Covid.”
Relations with the US also soured drastically as China turned increasingly authoritarian under leader Xi Jinping, instead of more democratic and liberal as Western leaders had hoped.
But now, it appears people are drawn to China not purely because of money – but because of the cool factor.
That may