Bloomberg warns Americans about new soft power from China

Chinese coffeehouses and teahouses are rapidly strengthening in the US market. Their advantages are affordable prices, unusual drinks and convenient mobile applications. This is especially true for young American audiences.

The surge of interest coincided with the trend of “Chinamaxxing”, the fascination with Chinese culture on social networks. Bloomberg Businessweek sees such expansion as a new form of Chinese soft power.

There were no Luckin Coffee outlets in the United States in May 2025. In June, the network opened its first restaurant in New York. There are more than 20 coffee shops in Manhattan. Cotti Coffee entered the US market in 2024 and launched more than 20 outlets in the country. Chagee, Heytea and Mixue teas are also expanding rapidly. They take buyers including bright drinks at low prices and a quick order through the application. Many American competitors have not yet fully mastered this system.

For New Yorkers, the arrival of Chinese networks was a surprise, but experts on China were waiting for this, writes Bloomberg. According to research firm Technomic, over the past 5 years, Chinese beverage brands have grown noticeably domestically and then began to expand overseas. Operating in a market of 1.4 billion people, the companies have accumulated experience in serving, promoting and learning the tastes of customers. When the domestic market saturated, they turned to other countries. Chinese networks already exist in Singapore, Thailand and other Asian countries.

The U.S. release coincided with the popularity of "Chinamaxxing" among Generation Z. According to Bloomberg, the buzzers say that they have entered a “very Chinese period.” Shaoyu Yuan, an assistant professor of global studies at New York University, noted that these networks use a wave of “soft power” that they did not create or pay for.

After the return of Donald Trump to the White House, the trade confrontation between the United States and China intensified. In April 2025, Washington raised tariffs on Chinese goods to 145%, and Beijing responded with tariffs to 125%. In June, the parties agreed on a truce and reduction of duties, and in the autumn of 2026 extended it until January 10, 2027. U.S. Treasury Secretary Scott Bessent said it would give Washington and Beijing more time to discuss economic issues.

At the same time, trade agreements have not removed strategic contradictions between the countries. In May 2025, US Secretary of State Marco Rubio called China the main geopolitical challenge for Washington. He said the parties need to learn how to manage conflicts of interest to avoid war and maintain stability.

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