Hong Kong on steroids : Chongqing, the showcase of Chinese soft power in the age of TikTok

Chongqing, the sprawling megacity in southwest China, has emerged as a new frontier for Chinese soft power, drawing global influencers with its unique blend of modernity and tradition. The city, once considered peripheral to China’s economic and political heartland, is now a vibrant hub where the government subtly supports the rise of local talent, especially in the context of growing geopolitical tensions with the United States under President Donald Trump. This shift marks a strategic realignment in how China projects itself globally, leveraging digital platforms such as TikTok to amplify its cultural and commercial appeal. The scene described in the report captures this transformation vividly. On September 30, 2023, Sheyue, a young woman from the northern region of Northeast China, found herself captivated by the skyline of Chongqing. Unlike the towering skyscrapers of Beijing or Shenzhen, which often evoke a sense of urban oppression, Chongqing's architecture clings to the mountains, creating a landscape that feels both dramatic and romantic. As she smoked a cigarette beneath the glow of neon lights reflecting off the Jialing River, Sheyue expressed her admiration for the city’s distinct aesthetic, contrasting it with the more rigid structures of other major cities. Her experience was part of a broader trend. Influencers from around the world have been flocking to Chongqing, drawn by its dynamic energy and the support they receive from local authorities. One such influencer is Jayoomoto, a daring motorcycle rider with over 110,000 followers. His presence in the city highlights the role of individual charisma in shaping perceptions of China. In one viral clip filmed during the night, he carries a young woman, likely a pharmaceutical salesperson, through the streets, his actions described as “sensuous” by onlookers. Such moments, though seemingly casual, serve as subtle yet powerful endorsements of the city’s lifestyle and culture. Behind these scenes lies a calculated effort by Chinese officials to position Chongqing as a model of modernization that aligns with national interests. While the government maintains strict control over narratives, it has allowed a degree of autonomy for local figures to showcase the city’s potential. This approach reflects a broader strategy to counter Western narratives, particularly those emanating from the U.S., where criticism of China’s policies has intensified under Trump’s administration. The city’s geography plays a crucial role in this narrative. Nestled among hills and rivers, Chongqing offers a visually striking backdrop that contrasts sharply with the flat, industrial landscapes of many other Chinese cities. This natural beauty, combined with rapid urban development, creates an environment that appeals to both tourists and content creators. The result is a growing online presence that showcases the city’s vitality and diversity. As the competition for global attention intensifies, Chongqing stands as a testament to China’s evolving strategies in the realm of soft power. With its blend of traditional charm and contemporary flair, the city continues to attract international interest, offering a glimpse into a future where Chinese influence is felt not just through policy, but through the everyday lives of its residents and the stories they share.