China’s brands must outgrow diaspora bubble to hit soft power potential

China’s soft power is usually associated with state-sponsored propaganda, but its more effective cultural ambassadors might be its private companies’ consumer products now ubiquitous across streetscapes and digital feeds in the Global South. Viral footage shows crowds queuing up for the latest Labubu collectibles, but a closer look reveals a more nuanced picture: many of those in line are overseas Chinese consumers. Chinese bubble tea maker Mixue has more stores globally than McDonald’s. In...