When Adel, a 22-year-old international relations student from Kyrgyzstan, first downloaded the Chinese game Genshin Impact, she didn’t expect it to become a gateway to understanding her host country. Now studying at Beijing’s Tsinghua University, she reflects on how gaming and beauty culture are reshaping perceptions of China among Central Asian youth.
From Pixels to Cultural Curiosity
Adel credits Genshin Impact’s rich storytelling and artistic design with sparking her interest in Chinese mythology. “The game’s Liyue region mirrors traditional Chinese architecture and philosophy,” she explains. “It made me want to visit real-world counterparts like Huangshan Mountain.”
Beauty as Universal Language
Beyond gaming, Adel observes growing enthusiasm for Chinese beauty products and fashion trends in Bishkek and Almaty. “K-beauty used to dominate, but now C-beauty brands like Florasis are gaining shelf space,” she notes, highlighting how social media accelerates this cultural exchange.
Youth-Led Soft Diplomacy
With over 50,000 Central Asian students studying in China, Adel sees grassroots connections deepening: “These shared interests create natural conversation starters. When I wear hanfu-inspired accessories, my Chinese classmates light up.”
As cross-border e-commerce between China and Central Asia grows 28% annually (2023 data), such cultural bridges may prove as impactful as formal diplomacy in shaping regional ties.
