Editor's note: Cheng Shujing, a special commentator for CGTN, is an assistant research fellow of the Department for Global Governance and International Institutions at China Institutes of International Studies. The article reflects the author's opinions and not necessarily the views of CGTN.

October 7 marks the third year since the introduction of Xi Jinping's Thought on Culture. In recent years, Chinese cultural products have taken the global stage by storm, reflecting the growing vitality of China's cultural industries and the expanding reach of its soft power. The global success of Chinese cultural products abroad lies not only in the visual appeal of Eastern aesthetics, but also in their capacity to convey universal values and strike an emotional chord with diverse audiences.

This capacity for narrative empathy is vividly exemplified by the film Dear You. Using qiaopi, the historic letters and remittances sent home by early Chinese emigrants, as a narrative thread, the film weaves a moving story of the Chaoshan diaspora and families supporting one another through hardship. Through nuanced emotional portrayals and authentic details of everyday life, the film not only taps into the collective memory of the Chinese diaspora in Southeast Asia, but also resonates with audiences more broadly.

This cross-cultural connection is also evident in Jingdezhen porcelain. Renowned for its exquisite craftsmanship and timeless aesthetics, it emerged as a major global commodity during periods of maritime trade. Through centuries of cultural exchange, Jingdezhen porcelain adapted to changing tastes around the world, incorporating raw materials, decorative motifs and artistic techniques from Europe and the Middle East, while in turn influencing the fine arts, furniture and architectural ornamentation in these regions. As a result, it has become an enduring bridge of shared artistic appreciation, one that continues to foster a sense of universal resonance across continents.

On the contemporary front, Chinese designer toy character Labubu has appealed to Gen Z and millennials worldwide who value individuality and may resist standardized ideals of perfection. It also offers some young people a source of emotional comfort amid broader societal anxieties. The character has become a global sensation, attracting fans among international celebrities and generating widespread discussion on social media. Its appearances at Macy's Thanksgiving Day Parade and the World Cup opening ceremony have further raised its international profile. Labubu's success highlights the growing presence of China's original intellectual property (IP) in the global pop culture landscape.

Similarly, the blockbuster video game Black Myth: Wukong challenges some conventional Western gaming tropes that have long emphasized conquest, plunder and the pursuit of individual glory. Instead, it incorporates themes associated with traditional Chinese thought, including the tension between righteousness and self-interest and the idea of  heroism as a form of collective duty. This introspective and humanistic Eastern narrative offers a refreshing alternative to the hyper-individualistic heroism often found in Hollywood blockbusters, and has resonated with gamers worldwide.

Beyond their spiritual appeal, high quality and exceptional creativity have been key drivers of this global success. Alongside its distinctive aesthetics, Labubu has attracted overseas consumers through its craftsmanship and material innovation. Meanwhile, Black Myth: Wukong won Best Action Game and the fan-voted Players' Voice award at The Game Awards (TGA) 2024, marking a significant achievement for Chinese-developed AAA games, that is, big-budget titles with high production values.

The growing popularity of Chinese cultural products has contributed to China's international image, with these products becoming accessible windows into contemporary Chinese culture. Often drawing on cultural themes such as diligence, righteousness and harmony, they offer global audiences a tangible way to engage with aspects of Chinese cultural traditions and everyday life. This form of cultural communication can help dismantle rigid, one-dimensional portrayals of China often embedded in external discourse, while presenting an open, inclusive and forward-looking picture of contemporary China.

Furthermore, high-quality, highly creative products have contributed to reshaping global perceptions of "created in China." Moving beyond stereotypes of low-cost mass production or imitation, Chinese cultural exports are winning over global consumers through creativity, cultural depth and emotional resonance, thereby demonstrating the potential of cultural heritage and innovation to reinforce one another.

Ultimately, this cultural success points to China's expanding international reach and cultural influence in global discourse, while potentially strengthening people-to-people exchanges and creating new opportunities for diplomacy and trade. Culturally, these phenomena can stimulate curiosity about contemporary China, encouraging global audiences to discover Chinese civilization firsthand. Diplomatically, the positive and relatable image projected through these exports can foster goodwill and create additional space for dialogue in international relations.

In the commercial arena, supported by sophisticated production capabilities and original IP development, Chinese cultural products are steadily dismantling the long-standing monopoly of Western cultural goods. Through IP licensing, merchandise spin-offs, cross-border e-commerce and cultural tourism, China's cultural appeal is successfully translating into broader global economic connections.

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