Zhang Taofu, a communication professor at Fudan University, said an important factor behind the growing interest in and embrace of Chinese culture is China's increasing visibility on the global stage.

As China's interaction with the world continues to expand in both depth and breadth, the era of relying solely on a limited number of media outlets or communication channels, characterized by relatively closed information, has come to an end.

"This increased visibility also means that more people now have the opportunity to visit China in person, to see it with their own eyes, to actively participate, and to gain a firsthand understanding of the real China," he explained. "This direct experience has helped break down past stereotypes about China, marking a significant and transformative shift," he added.

The most noticeable trend so far this year was the bigger number of foreigners who came to China to celebrate the Chinese New Year.

During the 2026 Spring Festival holiday, border inspection authorities nationwide processed 1.31 million entries and exits by foreign nationals, marking a 21.8 percent daily increase compared with the previous year. Among the inbound foreign visitors, 460,000 entered under visa-free policies, data from the National Immigration Administration showed.

Many foreign tourists sought immersive traditional holiday experiences such as wearing hanfu, making dumplings, crafting sugar figurines and watching fireworks displays.

Briton George Miller and his wife spent 10 days in China in February to experience the Chinese New Year. During their trip, they visited Xi'an in Shaanxi province, Chengdu in Sichuan, and Beijing. In April last year, the retired couple both in their 60s, traveled to Yunnan province where they explored the region's diverse ethnic cultures and stunning natural landscapes.

Miller shared their photos on social media, sparking the admiration and curiosity of friends and relatives. Many of them expressed a desire to visit China and experience it themselves. Miller said that he could feel the presence of Chinese culture everywhere — from the variety of products to delicious restaurant meals.

"The Chinese culture and lifestyle quietly and subtly influence everyday lives," he said.

Jonathan Choi Koon-shum, a CPPCC National Committee member from Hong Kong, has established more than 10 Choi Centres that promote Chinese culture across the globe.

He vividly remembered launching the Choi Centre in Vietnam 11 years ago, and the challenges and skepticism he initially encountered. Now, with the rising global fascination for Chinese culture, many regions and countries are inviting him to establish new centers.

The cultural centers showcase elements of the Chinese lifestyle, such as listening to guzheng music and enjoying tea. His team is introducing "exciting" tea experiences at the centers, such as blending traditional tea with cocktails and other creative combinations, all of which have received positive feedback, he said.

"My foreign partners have shown great interest in the Chinese lifestyle I present," said Choi, who is also chairman of the Hong Kong-based conglomerate Sunwah Group.

Shu, the political adviser, believed that now is a critical moment for Chinese culture to go global. He stressed that Chinese culture needs to be integrated into all aspects of daily life rather than simply becoming a passing trend.

"How to make culture truly resonate and endure is a gradual process," Shu said.

"It's similar to chili peppers, which were originally introduced to China from abroad. Over time, they have become an indispensable part of our culinary traditions, as if they were inherently ours."

dengzhangyu@chinadaily.com.cn