From Bubble Tea to Mangroves... Asia’s Pop Culture Dominates the U.S. and Southeast Asia, Accelerating a “Cultural Shift from East to West”

K-pop, J-pop, and Chinese pop culture are rapidly spreading across global markets such as the United States and Southeast Asia. The previous trend of Western culture flowing eastward has now reversed, with cultural movement from east to west becoming the norm. A new boutique in Minneapolis named Moona Moono has gained significant popularity by selling products tied to Asian pop culture, including Korean beauty masks, Japanese stationery, and China’s Labubu blind box sets. The store owner, Angie Lee, said, “In the past, trends moved from west to east—McDonald’s and Britney Spears are examples of that. Now we are seeing trends moving from east to west.” Clear indicators of the surge in access to Asian pop culture in Minnesota include the explosive growth in bubble tea shops, mochi doughnut stores, hot pot and Korean barbecue restaurants, Daiso stores, Asian bakeries, Japanese claw machine parlors, and retail outlets selling Labubu blind boxes over the past one to two years. Social media platforms like TikTok have played a decisive role in this trend. Jelly cat, a vegan jelly dessert shaped like a cat that dances when shaken, went viral on TikTok and gained massive popularity among American teenagers. Customers at Moona Moono seek out this product, and drinks like Seoul’s popular “shotcha” (a summer ice drink made by mixing peach tea with espresso shots) are also attracting interest. China’s Labubu blind box figurines have created a worldwide phenomenon. From keychains attached to backpacks to long queues and counterfeit versions sold by street vendors, Labubu’s global success demonstrates China’s cultural influence. Designed by Hong Kong-Belgian artist Kasing Lung and marketed by Chinese retailer PopMart, these toys represent an era in which Asian pop songs, dramas, and food are more accessible through social media than in the West. Just like the popularity of K-pop and sushi, Korean and Japanese cultures are gaining worldwide acclaim. Historically, China has exerted broader influence over the world through frequent foreign trade, colonial rule, and overseas communities established by Chinese sailors in the 19th century. The fact that Labubu became famous after Lisa of K-pop group BLACKPINK posted a photo of it is evidence of this. China’s expanding cultural influence is the result of systematic policies. Since the introduction of reform and opening-up policies in 1978, China has implemented the “Go Out” policy (introduced in 2000), which promotes overseas acquisitions through government support, and launched the Belt and Road Initiative in 2013 to connect China with the rest of the world. Thanks to these government policies and economic achievements in recent years, China has solidified its position as the world’s largest manufacturing country. China is now moving beyond simple manufacturing to focus on developing its own brands. Made in China 2025 is a plan aimed at reducing dependence on foreign technology and shifting the economy toward high-value industries such as artificial intelligence, robotics, and electric vehicles. Games like Black Myth: Wukong and animated films such as Ne Zha 2 illustrate the success of these investments. Black Myth: Wukong has sold over 20 million copies worldwide, featuring stunning graphics powered by AI and an interactive combat system. Centered around the hero Wukong from Chinese mythology, the game includes traditionally translated poems and fables in English, deeply integrating Chinese culture into its narrative. Ne Zha 2, also powered by AI, generated over $201.9 billion in box office revenue, becoming the highest-grossing animated film ever and surpassing Disney’s Inside Out 2.