Leveraging cross-Strait connections through social media influencers: Beijing’s changing United Front tactics towards Taiwan

This article analyses Beijing’s evolving Taiwan policy under Xi Jinping through a case study of Chung Ming-hsuan, a queer Taiwanese influencer and LGBTQ+ advocate, whose mainland visits have been recognized by Beijing as fostering cross-Strait harmony. Chung’s transformation from a critic of the People’s Republic of China to a figure promoting cross-Strait engagement provides an illustration of Beijing’s changing approach to Taiwan. Central to this approach is the Chinese concept of ‘heart-soul’ (心灵), which Beijing deploys to foster personal connections across the Taiwan Strait. This allows Beijing to strategically distinguish between what they term ‘“Taiwan independence” diehards’ and critics who remain open to dialogue and engagement. The analysis demonstrates how Beijing strategically leverages influencers such as Chung to project an image of openness and reframe cross-Strait relations as a domestic, emotionally driven matter. This approach prioritizes heartfelt exchanges and personal connections over traditional diplomatic and political negotiations.