C-Drama Craze: China's Softer Power Captivates Southeast Asia

From historical epics to modern romances, Chinese dramas are dominating screens and hearts across Southeast Asia, subtly reshaping regional perceptions of Beijing.

A young empress's quest for justice, the heart-wrenching tales within The Princess Weiyoung captivated Nadhiroh Napri, and her story isn't unique. Across Southeast Asia, a growing C-drama fever is taking hold.

What started as casual viewing for the 27-year-old Malaysian quickly became a passion, leading her to learn Mandarin and plan a trip to China. "I loved it. I would miss assignments during my school days because I was so busy binge-watching," she shared.

Cheryl Goh, a 27-year-old Singaporean, enjoys romantic C-dramas like the 2023 hit, Till the End of The Moon, drawn to the actors. "Chinese celebrities are a large driving force," Goh said. "(After) watching the shows, I begin to like them and want to follow them." She also noted the accessibility: "C-dramas are sometimes easier to understand compared to Korean or Japanese shows ... there's no language barrier."

From AI and social media like DeepSeek, TikTok, and Xiaohongshu to blockbuster animation and sought-after toys, China is using new trends and technologies to augment its soft power. Experts suggest this is important for shaping regional perceptions, especially amidst geopolitical tensions.

The success of dramas from Hong Kong and Taiwan in the early 2000s paved the way for the current C-drama boom. Shows like Meteor Garden, which launched the careers of the Taiwanese boy band F4, created a sense of nostalgia and familiarity.

Tran Hoang Bao Chau, a 27-year-old from Ho Chi Minh City, who grew up with Hong Kong dramas and Chinese martial arts movies, says these shows shape her perceptions. C-dramas like 2022’s Wild Bloom, depicting the early struggles of Chinese entrepreneurs, resonate with her. "It shows how people from lower classes struggled a lot," she said, finding the characters "vivid and real."

Yap highlights China's push for cultural diplomacy and "telling China’s story well."

Beyond C-dramas, China's cultural influence extends to social media, cuisine, and popular games like Genshin Impact. The success of Black Myth: Wukong, which sold millions of copies globally, further solidified China's position in the gaming world.

Sheng Zou, an assistant professor at Hong Kong Baptist University’s School of Communication, highlights the need for compelling stories that resonate emotionally. He also mentioned the national pride sparked by the success of Chinese animation Ne Zha 2.

However, these cultural influences don't always shift perceptions, particularly when politics is involved. A recent ISEAS survey revealed that trust towards China remains divided in many Southeast Asian countries. Distrust levels are high in countries like Myanmar, Indonesia, Vietnam, and the Philippines, where China's economic and military power is seen as a threat. Nadhiroh, for example, says Chinese entertainment, in general, doesn't change her perception, and noted some recent dramas show concerning amounts of propaganda.

Thailand has emerged as a hub for Chinese production companies. Jeff Han, a spokesperson for Tencent, cited Thailand's talent pool and entertainment production infrastructure. Reality idol competition series Chuang Asia was filmed in Bangkok.

A spokesperson from iQiyi noted the rise of C-dramas on streaming services, especially in Thailand and Malaysia. In 2023, C-dramas accounted for up to 20% of streaming viewership in five Southeast Asian countries. Thailand has the highest number of monthly active users.

Dr. Kornphanat from Thammasat University calls this a strategic move, allowing Chinese companies to bypass domestic regulations and open opportunities in international markets.

China is becoming a top holiday choice for Southeast Asian travelers.

Many fans are living their dreams, visiting destinations in China to immerse themselves in C-drama experiences. Like K-drama fans visiting South Korea, C-drama enthusiasts flock to Hengdian World Studios and dress in hanfu.

Chongqing is a draw for fans of Xiao Zhan. Pocky, a Thai TikTok creator in Chongqing, made a video that went viral, inspiring fans to visit.

The Xiatianxia Tourist Area, where tourists can dress in hanfu, is another popular location. Desirae Tan from Singapore said her love for C-dramas was "a catalyst" for her trip to China.

Yap from ISEAS concludes that, while C-dramas may not reshape every perception, they serve as powerful tools, sparking curiosity and drawing regional audiences into stories that bring Chinese culture to life.