China's New Strategies for Growth and Influence

China is launching a new digital strategy to improve its image in Africa by partnering with social media influencers and content creators from the continent. The Chinese embassy in Kenya sponsored four popular Kenyan influencers to visit China and promote its culture, tourism, and people-to-people ties. This move is seen as a major shift in Beijing's 'soft power' campaigns, aiming to connect directly with younger audiences through cultural exchange and tourism. Experts view this strategy as 'long overdue' and likely to have a greater impact than traditional state-led approaches.

China is looking to tap into the 'silver economy', the 'she economy', and eco-consciousness to boost consumer spending and drive economic growth. Despite subdued consumer sentiment, analysts believe that these growth drivers can help cushion the economy against potential deflation. The elderly population, Gen Z shoppers, and female wage earners are expected to play a key role in driving consumer spending. In the first eight months of 2025, retail sales in mainland China rose 4.6% to 32.4 trillion yuan. Beijing is focusing on expanding domestic demand to drive the economy amid a property slump and uncertain export outlook.

The article discusses China's gold market, where prices have reached a record high of nearly US$3,900 an ounce. Chinese investors and consumers are torn between excitement and trepidation, unsure whether to buy, sell, or hold their gold assets. Some, like Yue, a Guangzhou-based engineer, have sold their gold only to see prices continue to rise, leading to frustration and a shift to investing in silver instead. The article highlights the complex relationship between Chinese consumers and gold, with Goldman Sachs predicting that gold prices will hit US$4,000 an ounce.