eSports and Gaming: China’s Quest for Global Soft Power

Abstract This study argues that China strategically utilizes eSports and gaming as tools to expand its global influence, diverging from traditional soft power approaches. The Chinese government embeds historical and cultural elements of China into video games such as “Honor of Kings” and “Black Myth: Wukong.” The combination of broad popularity and official backing enables games to serve as cultural diplomacy tools for China while advancing its cultural exports worldwide. The analysis highlights three key attributes: attractiveness, persistence, and broadness. Attractiveness refers to the inherent appeal of video games that engage players in immersive cultural experiences. Persistence emphasizes the game dynamics that promote long-term involvement, fostering sustained engagement with cultural narratives. Broadness underscores the universal accessibility of digital platforms, enabling them to reach a global audience beyond the capabilities of traditional soft power tools. To demonstrate China’s strategic use of these attributes, this study conducts a comprehensive case analysis of the popular game Honor of Kings and its global eSports event, the 2023 World Champion Cup. We conclude that Honor of Kings reaches numerous international viewers who experience extensive cultural exchanges between China and worldwide audiences, thus establishing eSports and video games as influential tools for Chinese global expansion.