China’s global ambitions are no longer confined to infrastructure megaprojects or its booming trade networks. The country has found an unlikely but effective tool for soft power: video games. At the heart of this strategy lies Chinese tech giant Tencent, whose dominance in the gaming world has turned digital entertainment into a powerful vehicle for projecting China’s culture and influence globally.
For decades, soft power – a country’s ability to attract and persuade others through cultural appeal rather than coercion – has been shaped by Western forces. Hollywood movies, American music, and Japanese anime have long been the main cultural exports dominating global pop culture. But China, too, is now stepping into this space with a surprising contender: its rapidly growing gaming industry.
Tencent’s Global Gaming Empire
Tencent, China’s largest tech conglomerate, has quietly established itself as a global leader in the gaming industry over the past decade. Through acquisitions and investments, the company has built a gaming empire that spans the globe. Tencent owns Riot Games, the developer behind “League of Legends,” one of the most popular e-sports titles in the world. It holds a 40 percent stake in Epic Games, creators of “Fortnite,” a cultural juggernaut with a player base exceeding 400 million worldwide.
Tencent’s strategy is simple yet powerful: invest in games that captivate international audiences while integrating elements of Chinese culture into the gaming experience. This approach does not rely on overt messaging or propaganda. Instead, it weaves subtle threads of Chinese history, mythology, and aesthetics into engaging, interactive platforms that appeal to millions worldwide.
Take “Honor of Kings,” Tencent’s flagship mobile game and one of the world’s most played titles. Originally designed with heavy Chinese cultural themes, the game has expanded globally under the name “Arena of Valor.” However, in recent years, Tencent has brought “Honor of Kings” – complete with its rich Chinese mythology – directly to Western markets, signaling confidence that global audiences are now ready to embrace culturally specific content.
The Cultural Footprint in Gaming
What sets China’s gaming soft power apart is its subtlety. Games are not didactic tools but immersive experiences that allow players to engage with Chinese culture on their own terms. Characters inspired by ancient Chinese figures, such as the legendary craftsman Lu Ban or the Monkey King from the classic novel “Journey to the West,” are seamlessly integrated into games like “Honor of Kings” and “Fortnite.” These inclusions don’t just add novelty; they introduce global audiences to Chinese folklore and history in a way that feels natural and entertaining.
Another game, “Black Myth: Wukong,” developed by Chinese studio Game Science, has generated significant buzz for its breathtaking visuals and compelling adaptation of “Journey to the West.” While Western games have long borrowed Chinese themes in superficial ways, “Black Myth” offers a more authentic experience rooted in Chinese mythology. Its international popularity highlights a growing appetite for culturally rich content beyond the Western-centric narratives that have historically dominated the gaming industry.
Tencent’s influence extends beyond individual titles. The company plays a central role in the booming global e-sports industry, which has become a cultural phenomenon in its own right. Games like “League of Legends,” under Tencent’s stewardship, have created international tournaments watched by millions. These events often feature Chinese branding, sponsors, and even nods to Chinese cultural elements, further embedding China’s influence into global gaming culture.
A Digital Silk Road of Influence
China’s embrace of gaming as a soft power tool fits within its broader strategy under the Digital Silk Road (DSR) initiative – the digital arm of the Belt and Road Initiative. While the DSR is often associated with infrastructure like fiber-optic cables and 5G networks, it also promotes the global reach of Chinese digital services, including e-commerce, payment systems, and entertainment platforms like Tencent’s games.
This strategic push ensures that Chinese-developed games are accessible worldwide, particularly in developing markets where China is actively expanding its digital footprint. By establishing itself as a technological leader and cultural exporter, China is positioning its digital platforms – and the narratives they carry – at the center of global digital culture.
A Mixed Reception
While Tencent’s gaming portfolio has achieved immense commercial success and cultural impact, it has not been without controversy. Some critics point to concerns about the export of China’s digital governance model, which emphasizes state control over internet content. Tencent, like other Chinese tech giants, maintains close ties with the Chinese Communist Party (CCP), raising questions about the intersection of state interests and corporate strategy.
Tencent’s success in global gaming also highlights a broader tension between cultural exchange and influence. On one hand, games like “Honor of Kings” and “Black Myth: Wukong” showcase Chinese culture, fostering greater appreciation among international audiences. On the other, the integration of Chinese narratives into widely consumed entertainment raises concerns about the subtle influence of state-backed initiatives in shaping global perceptions.
A New Era of Cultural Diplomacy
Despite these challenges, China’s use of gaming as a soft power tool represents an innovative shift in cultural diplomacy. Video games are uniquely positioned to engage global audiences in ways that traditional media cannot. They are interactive, immersive, and deeply social, offering opportunities for cultural exchange that feel organic and engaging rather than top-down.
For China, this strategy well facilitates with a departure from its previously assertive diplomatic posture, often referred to as “wolf warrior diplomacy.” Instead of confrontation, China’s gaming industry offers collaboration, cultural storytelling, and shared entertainment experiences. This softer approach has the potential to reshape how global audiences perceive China, presenting it not just as a rising power but also as a vibrant cultural force.
As video games continue to grow as a dominant form of global entertainment, China’s strategic investments in this sector are likely to yield long-term cultural dividends. Tencent’s success highlights how digital entertainment can serve as a bridge for cultural exchange, positioning China as a key player in shaping the future of global digital culture.
Whether through mythological heroes in “Honor of Kings” or e-sports spectacles watched by millions, China’s gaming industry is redefining the role of digital platforms in soft power. For Beijing, the next frontier of global influence is not just on land or sea – it’s in the immersive worlds where millions of players log in, explore, and connect every day.
This article expands on the findings of a research paper published in The Pacific Review; an international relations journal covering the interactions of the countries of the Asia-Pacific.