ChinaMaxxing: What's behind the growing interest in Chinese culture?

Are you also living through a "very Chinese" phase of your life? From cooking Chinese food and using Chinese apps to declaring "I'm becoming Chinese," a viral trend is sweeping social media worldwide. At the same time, China is opening its doors wider than ever. In 2025, China welcomed 41 million inbound travelers, following the extension of its visa-free transit policy to 10 days, marking a 27% year-on-year increase. Transit visa arrivals alone surged by 60% compared with pre-policy levels. So what's behind this sudden wave of China enthusiasm? Why is China so cool right now? Is this just an internet fad, or the beginning of a deeper global shift in how China is perceived?