Why are people online suddenly “turning Chinese” or are in “a very Chinese time in their lives” lately?
Traditional practices such as drinking hot water, embracing herbal remedies, wearing slippers at home, eating dim sum, or practicing qigong have unexpectedly become content currency. Popularised largely by American Gen Z creators, including Chinese-American TikToker Sherry Zhu, “Chinamaxxing” reflects a visible admiration for Chinese habits and aesthetics. Zhu regularly shares tips with her 740,000 followers on TikTok; her most watched video about drinking hot water has amassed over 5.5 million views and comments include statement like “first time being Chinese” or “I’m going to start being Chinese tomorrow” (sherry (@sherryxiiruii) | TikTok). The trend is most likely further fuelled by the recent Chinese New Year which fell on 17th February 2026, marking the Year of the Horse.
But this isn’t just a quirky social media moment
Some commentators suggest this trend signals something deeper: a generation reassessing Western identity and looking elsewhere for cultural inspiration. As Zing Tsjeng, a journalist and podcaster recently observed in a video filmed for The I Paper: “Being American no longer commands the same cultural cachet. Now social media users are looking towards other countries like China.”
And the ripple effects go beyond TikTok
But it doesn’t stop there. The viral limited-edition adidas Tang jacket, also dubbed as a ‘Mandarin’ jacket features traditional pankou closures. Hypebeast rounds up the best ‘red packets’ for the Year of the Horse showcasing how brands like Gucci, Apple, Nike and many more have adopted the traditional red envelope which is a traditional gift of money symbolising good luck, happiness and prosperity given during Chinese New year, birthdays, weddings and other celebrations.
And what can marketers learn from Western Gen Z’s embrace of other cultures?
As a German-born German-British marketer with Chinese roots, I experience this shift with mixed emotions. I’m delighted to see Chinese culture embraced more openly. During the pandemic, Asian communities experienced hostility and exclusion, today’s tone feels different, more celebratory, more curious.
Take Netflix’s Regency hit show Bridgerton as another example: its female lead is Australian actress Yerin Ha who has Korean roots. The casting and subsequent success of the current season have led to a discourse on social media echoing an important sentiment of representation in the entertainment industry. Similarly, the success of the Netflix sensation K Pop Demon Hunters including its recent nominations for two Oscars (Best Animated Feature and Best original Song) show that K Pop has become mainstream.
Yet it is somewhat bemusing that traditions and habits once dismissed as “old-fashioned” and “odd” are now reframed as wellness hacks. Cultural heritage has become a trend aesthetic. The question for marketers isn’t whether to participate, but how.
“Chinamaxxing” is not a campaign brief, it's a cultural signal
The trend reveals that Gen Z is comfortable exploring identity across borders. That representation now drives resonance and cultural literacy is no longer optional for global brands. However, brands must carefully assess how to celebrate different cultures without simply appropriating them and to give credit where credit is due. Jumping on a trend without cultural understanding risks becoming the next version of greenwashing or purpose-washing.
Brands that invest in long-term cultural competence, in diverse voices internally, in meaningful collaborations externally as well as authentic storytelling, will build relevance that outlasts a viral trend.
3 key takeaways for marketers
Cultural trends are signals, not stunts
Viral moments reveal shifting identity narratives. Brands should decode them, not mimic them.
Representation now drives cultural authority
Audiences reward brands that demonstrate lived cultural understanding, not aesthetic borrowing.
Cultural intelligence is a leadership capability
In a borderless media environment, brands must build internal diversity and literacy to remain relevant.
2 action items for marketing leaders
Audit your cultural credibility
Do you have diverse decision-makers shaping campaigns or only diverse casting in the final output?
Build long-term partnerships, not seasonal gestures
Collaborate with cultural creators and communities beyond campaign cycles to build authenticity.
“Real knowledge is to know the extent of one’s ignorance.” Confucius
