Labubu as an agent of the Chinese soft power

Abstract

This article analyses how the Labubu toy can be considered an agent of Chinese soft power by inducing new perspectives on contemporary China. The central research question is how the aesthetic characteristics associated with Labubu contribute to modifying international perceptions of China and strengthening its cultural influence. The analysis utilises concepts under the rubric of Cute Studies, combined with an interdisciplinary literature review that articulates international relations, political economy and cultural studies, examining data on the Labubu phenomenon and Chinese strategic policies such as Made in China 2025. The article suggests that Labubu emerges as an instrument of cultural diplomacy, where its 'cute' aesthetic operates by softening critical thinking while generating emotional connections, simultaneously establishing a new image of China as a producer of desirable goods and cultural capital. This phenomenon occurs alongside the country's economic and technological strategies, shifting the perception of China from the 'world's factory' to a power in innovation and culture, with significant impacts on its geopolitical position. Thus, Labubu exemplifies how seemingly trivial objects can, in fact, function as vectors of transnational political influence through the affective economy.