Labubu’s Rise Mirrors Declining Faith in US Leadership

For decades, the United States has held a dominant geopolitical position, its soft power radiating through Hollywood blockbusters, Silicon Valley innovations, and democratic ideals. Yet, in recent days, a subtle but significant rebalancing has been underway. While the U.S. image faces a discernible decline, particularly among its traditional European allies, China’s popularity appears to be quietly, yet steadily, on the rise, often through avenues less conventionally associated with grand power plays.

Consider Labubu, the mischievous, sharp-toothed monster elf that has captured hearts across Asia and beyond. Designed by Hong Kong’s Kasing Lung and marketed by the Chinese powerhouse Pop Mart, Labubu isn’t a state-sponsored cultural export; it’s a phenomenon born of contemporary consumer culture and shrewd merchandising. Its surge in popularity, amplified by endorsements from K-pop stars like Blackpink’s Lisa, speaks to a burgeoning Chinese soft power that operates outside the traditional state-driven narratives. This isn’t about patriotic anthems or government-funded art exhibitions. It’s about appealing aesthetics, engaging narratives, and a burgeoning creative industry that is increasingly capable of producing globally resonant cultural products.

Labubu’s success, in essence, is a microcosm of a broader trend. Although the West often focuses on China’s economic might and geopolitical ambitions, a more nuanced understanding reveals a growing cultural footprint. Chinese social media platforms like TikTok have become global phenomena, reshaping entertainment and communication. Chinese animated series and films are gaining traction, and Chinese fashion and design are increasingly influencing global trends. Platforms like Xiaohongshu are attracting Western users, showcasing Chinese consumer culture. This rise isn’t always overt or confrontational. It’s often subtle, appealing to a younger, more globally interconnected generation that values authenticity and innovation, regardless of origin.

Beyond its immediate commercial appeal, Labubu’s triumph embodies a deeper shift.  Labubu’s global popularity, much like the acclaimed game “Black Myth: Wukong” or the animated film “Ne Zha,” is fundamentally a testament to Chinese enterprises’ long-term commitment to innovation and quality. Its success signals China’s profound transformation from merely the “world’s factory” to an emerging “global creative center,” where high-tech, high-value-added cultural products are increasingly driving its influence and export growth.

Beijing has actively supported this cultural push, seeing it as crucial for enhancing its international image. Initiatives range from promoting the Chinese language and culture to investing heavily in its cultural industry, encouraging the global export of films, dramas, and video games. Although criticisms persist regarding censorship and human rights, China’s soft power strategy is proving effective in projecting a modern, appealing image. The strategic alignment of market success with cultural messaging allows for a subtle yet pervasive spread of influence.

Contrast this with the declining image of the United States, particularly within the European Union, a region historically bound by shared democratic values and strong alliances with Washington. Recent polls paint a stark picture. A June 2025 Pew Research Center survey of 24 nations, including many in Europe, revealed a decline in the U.S. image in 15 of these nations. A significant factor cited is the return of Donald Trump to the presidency, with more than half of the respondents in 19 countries expressing a lack of confidence in his leadership. The perception of Trump as “arrogant” by 80 percent and “dangerous” by 65 percent of respondents underscores the deep reservations held by many.

This sentiment is echoed across other recent surveys. The 2025 Democracy Perception Index, surveying over 110,000 respondents across 100 countries, reported that America’s reputation has suffered a “particularly massive hit in EU countries.” This decline is directly linked, in part, to Trump’s negative comments about the EU, which have clearly left a lasting impression, labeling the bloc “horrible” and “pathetic.” The European Council on Foreign Relations (ECFR) in February 2025 corroborated this trend, finding a “newly pessimistic and transactional view of the transatlantic partnership.” Europeans are increasingly viewing the United States as a “necessary partner” rather than a true “ally,” a significant shift from the traditional understanding of the transatlantic bond.

Further highlighting this decline, a March 2025 YouGov EuroTrack survey demonstrated a slump in favorable attitudes towards the United States in several Western European countries since Trump’s re-election. Drops in favorability ranged from six to 28 percent in various countries like Sweden, Germany, and France. A survey conducted by Le Grand Continent and Cluster 17 in March 2025 across the EU’s eight largest countries and Denmark delivered perhaps the most striking finding: more than half of Europeans (51 percent) consider Trump an “enemy of Europe,” and a resounding 63 percent believe his election makes the world less safe.

Other factors also contribute to this decline in U.S. popularity. Long-term trends such as the U.S. withdrawal from the Paris Climate Accord under the Trump administration, and even the perceived lack of consistent accountability for climate action, have alienated a climate-conscious European populace. Moreover, deeply divisive domestic issues have profoundly corroded America’s international standing. These include the recent widespread protests that erupted in Los Angeles directly in response to intensified federal immigration raids as well as the ongoing controversy surrounding immigration policies that have resulted in tragic family separations at the border. These events, extensively documented and debated by international media and civil society, have acutely challenged the perception of the United States as a beacon of human rights and justice, fostering deep disillusionment and prompting a profound questioning of its moral authority on the world stage.

These figures are not merely statistical anomalies. They represent a fundamental erosion of trust and confidence. The perceived unpredictability of U.S. foreign policy, the “America First” rhetoric, and disengagement from multilateral institutions have created a vacuum that other powers, including China, are implicitly or explicitly filling. Although China’s rise is not without its own controversies and criticisms, its cultural products and economic partnerships are often perceived as less overtly political and more geared towards mutual benefit.

The lessons from Labubu and the alarming European polls are clear. Soft power is not solely built on military might or economic leverage. It is also forged in the crucible of cultural appeal, perceived reliability, and shared values. As the United States grapples with internal divisions and a shifting global perception, China is quietly cultivating a different kind of influence, one that resonates with consumer trends and cultural sensibilities. The world is becoming increasingly multipolar, and the contest for hearts and minds will be won not just through grand strategic maneuvers, but also through the subtle power of a mischievous monster elf and the perception of a reliable partner.

This first appeared on FPIF.

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