Kuala Lumpur: As tensions between the United States (US) and China extend beyond traditional economic fronts, a new battleground has emerged – one defined not by tariffs or trade deficits, but by algorithms and viral videos. On platforms like TikTok, a digital front in the US-China rivalry is quietly unfolding, reshaping how consumers perceive brands, national identity, and economic power. Gone are the days when trade wars were fought solely through policy. Now, bite-sized content has the power to sway public opinion just as forcefully as any government statement.
According to BERNAMA News Agency, a TikTok clip showing a luxury American handbag with a ‘Made in China’ tag – sold at a fraction of its US price – lays bare supply chain realities. It challenges deeply held beliefs about quality, patriotism, and the true origins of global goods. Academics say these subtle yet powerful messages are shifting the psychological ground on which trade relations stand. ‘Trade wars – or any geopolitical or economic confli
cts – are fundamentally complex. Emotions often guide perceptions rather than facts, and social media plays a key role in amplifying these sentiments, both positive and negative,’ said Nottingham University Business School (NUBS) Malaysia assistant professor of digital marketing Dr Muhammad Hamza Shaha in an interview with Bernama.
This subtle war of perception has turned platforms like TikTok into powerful tools of soft influence. Whether through state narratives or organic virality, these videos are shaping how younger generations view economic self-sufficiency, brand authenticity, and globalisation itself. In this war of minds, information is the weapon and attention is the prize.
Trade disputes may begin in boardrooms and government halls, but their ripple effects often play out in the minds of everyday consumers. National identity, historical tensions, and pop culture all feed into how we perceive the value and origin of a product. Dr Muhammad Hamza explained that a mix of influences shapes consumer pe
rceptions – from marketing cues and national stereotypes to personal values and geopolitical narratives.
Chinese consumers have been known to boycott Western brands during diplomatic spats – an approach the Chinese state has sometimes encouraged. Meanwhile, University of Nottingham Malaysia head of the school of politics and international relations Dr Benjamin Barton noted that such strategies have long been part of China’s domestic playbook. ‘Usually, the dynamic with China’s opportunistic exploitation of nationalist sentiment against the backdrop of trade and geopolitical frictions is to stoke the ire of mainland Chinese nationals against the commercial visibility of the foreign partner in question,’ he added.
But in an ironic twist, the tables have turned. During the Trump administration, the focus shifted to American consumers, with public campaigns urging citizens to ‘buy American’ while vilifying Chinese imports. ‘This time, the onus is on the American consumer. To highlight the self-defeating nature
of the tariffs, emphasis is placed on where cheap consumer goods were assembled – serving as a poignant reminder and countering the narrative spun by the Trump administration about the essence of buying strictly American-made products,’ Barton pointed out.
TikTok’s influence extends beyond just its reach. Its emotional impact and the virality of its content make it a unique platform for shaping perceptions. ‘Young people in particular are spending disproportionate amounts of time on these platforms, and their worldview is being shaped accordingly,’ Barton said. The shift may be slow, but it’s effective – especially when the message does not come from governments but from fellow users who appear authentic and relatable.
Cognitive dissonance, a psychological phenomenon where conflicting beliefs create discomfort, plays a significant role in consumer reactions when they discover their national pride brands are produced overseas. In the US, this tension has been visible in debates over tariffs and reshoring man
ufacturing. Algorithms designed to keep users engaged often amplify content that confirms existing beliefs or provokes strong emotional reactions – whether outrage, pride, or disbelief.
As social media continues to shape global conversations around trade, the question remains how governments and corporations will respond. Regulation is slow to catch up with technology, and experts warn of an increasing imbalance. ‘Tech has become both omnipresent and omnipotent. It’s operating in a regulatory grey zone – much like the financial sector before the 2008 crisis. Unless there’s political will and international cooperation, we’re unlikely to see meaningful reform anytime soon,’ Barton said.
Ultimately, the US-China rivalry is no longer just about traditional economic factors. It’s about perception. The battlefield has moved online, and platforms like TikTok are rewriting the narrative in real-time. Social media has already become a consistent tool in future trade conflicts and geopolitical disputes, influencing m
inds and swaying audiences. ‘We are already way past that stage now, and by the looks of things, there will be no going back to the days when social media was only designed as a means of connecting online users,’ Barton concluded.