In recent months, a viral meme known as Chinamaxxing has swept across social media platforms, particularly TikTok, igniting both curiosity and concern within the Chinese diaspora. This trend encourages individuals—regardless of their actual heritage—to adopt elements of Chinese culture, from drinking hot water and wearing red to enjoying traditional foods. While this phenomenon has gained significant attention, it raises profound questions regarding cultural appropriation and the authenticity of such expressions.
The Rise of Chinamaxxing
Emerging around mid-2025, Chinamaxxing has captured the imaginations of countless users who eagerly share videos showcasing their newfound appreciation for Chinese customs. Creators often describe their experiences in humorous, exaggerated terms, such as proclaiming they are in their “Chinese era” or reflecting on how viewers met them during a “very Chinese time.” As Michelle She, a London-based fashion entrepreneur, aptly notes, “People are trying to be more Chinese regardless of what their heritage is.”
This trend, while seemingly lighthearted, mirrors deeper cultural shifts. Jamie Cohen, an associate professor of media studies at Queens College in New York, argues that such digital trends are not mere aesthetics but rather responses to broader societal changes. Disillusionment with Western ideals, a burgeoning obsession with wellness, and the historical exoticisation of Eastern cultures have all contributed to the emergence of Chinamaxxing beyond the Great Firewall of China.
The Cultural Reaction
For many in the Chinese diaspora, Chinamaxxing elicits a mixed response, often described as “jarring.” British author Jenny Lau, who penned *An A-Z of Chinese Food (Recipes Not Included)*, expressed discomfort at non-Chinese creators offering advice on lunar new year celebrations, feeling it undermines the authenticity of her cultural identity. Vanessa Li, a content creator from Sydney, echoed these sentiments, questioning why those outside the culture are suddenly sharing insights into traditions they may have never participated in.
This trend can be particularly painful for those who have faced stigma or ridicule regarding their heritage in the past. The surge of interest in Chinese culture stands in stark contrast to the xenophobia experienced by many during the COVID-19 pandemic, raising concerns about the motives behind such sudden enthusiasm.
Navigating Cultural Appropriation
Concerns about cultural appropriation loom large in discussions surrounding Chinamaxxing. Sherry Zhu, a prominent figure within the trend, acknowledges the potential pitfalls of distilling complex cultural practices into mere wellness fads. “I don’t want people to forget … the benefits that my culture is providing,” she warns, highlighting the need for recognition of the true origins of these practices.
Lau categorises Chinamaxxing as a modern manifestation of Orientalism, asserting that the Western fascination with the “Oriental Other” has always had a troubling history. Yet, Cohen proposes that, for many young people disillusioned with their own cultural narratives, Chinamaxxing offers a form of escapism and a way to critique their societal context.
A Future Beyond the Meme
As Chinamaxxing appears to be waning—some experts suggest that its peak coincided with its spread to Instagram—there’s hope among creators that a more genuine appreciation for Chinese culture will endure. Michelle She reports an uptick in requests from friends to organise trips to China, indicating a potential shift from online trends to real-world engagement.
Li celebrates the trend’s ability to instil a sense of pride in younger members of the diaspora, observing, “It’s validating to be Chinese.” This newfound visibility can foster a deeper connection to heritage, even if the initial interest stemmed from a viral meme.
Why it Matters
Chinamaxxing represents more than just a fleeting online phenomenon; it highlights the complexities of cultural identity in a globalised world. As individuals from various backgrounds engage with aspects of Chinese culture—whether through food, fashion, or festivals—it prompts vital conversations about authenticity, appropriation, and the ever-evolving narratives of heritage. While the trend may fade, the impact of these discussions could lead to a more nuanced appreciation of cultural diversity and a deeper understanding of the histories that shape us all.
