TikTok and the Soft War as Chinese Creators Redefine Luxury
Written by Halima Seemba, Fashion Design Consultant
Halima Seemba is a multifaceted professional, serving as a Fashion Design Consultant & Textile Digital Surface Printing Expert, Brand & Visual Communication Consultant, and Certified Global Trainer. Additionally, she excels as the Co-Founder and Marketing Manager of PURPLE BUBBLES Cosmetics and Perfumes.
In an era shaped by platforms and driven by algorithms, war is no longer just political or economic; it has transformed into a narrative battle waged across phone screens. While the official conflict between the United States and China continues in formal arenas, another kind of war is unfolding on TikTok, a soft war, led by hands that know their craft well.
Photo taken from TikTok app videos
Chinese content creators, many claiming to work directly in factories that manufacture for global luxury brands, share daily videos showcasing the process of making bags that resemble those sold for thousands of dollars, yet cost only a fraction. These videos don’t promote counterfeiting but rather present themselves as the “voice of the factory” that has long remained silent.
The term dupe, often used to discredit a product, has become a badge of pride on Chinese TikTok. “We make it, so why not share it?” This is the underlying message these creators convey. Many display intricate skills in tailoring and detailing, using the same leathers, threads, and tools as in Chanel or Dior bags.
But the greatest irony I’ve observed as a fashion consultant and brand strategist is that even these creators are now imitating each other. Some promotional characters are fully replicated, the same face, the same style, the same presentation. Content creation itself is becoming a new assembly line, void of soul. I've even seen versions of my own image or personal style copied without credit, as if duplication has no limits, even among those who claim to be authentic.
To understand what's happening on TikTok, we need to rewind to 2018, when former U.S. President Donald Trump launched an economic campaign against China, imposing massive tariffs on Chinese goods under the pretext of protecting American industry and intellectual property. According to the U.S. Trade Representative’s 2018 report, this move followed months of investigation into China’s industrial practices.
In response, China accelerated its Made in China 2025 strategy, a comprehensive plan to dominate high-tech and industrial sectors. The confrontation extended beyond trade to the digital realm, with the Trump administration later attempting to ban TikTok itself on national security grounds, as reported by CNBC.
But rather than respond politically, China used the very tool it was targeted through TikTok. The app became a stage for showcasing Chinese craftsmanship to a global audience, raising provocative questions about what truly defines “luxury” versus a simple “brand.”
As reported in The Business of Fashion (2023), TikTok has evolved from a platform of entertainment into a consumer mirror that influences purchasing behavior, particularly among younger demographics. According to Statista (2024), over 70% of TikTok users are between 16 and 34 years old. These users are no longer seeking just logos; they're seeking stories, authenticity, and emotional connections.
This shift in consumer behavior deserves to be viewed from another angle: Is the modern buyer now searching for belonging rather than ownership? Is the story more important than the price?
As an Emirati professional focused on visual identity and brand storytelling for luxury labels, I see what’s happening not as a threat but as an opportunity. This is our chance to redefine luxury from our cultural perspective, not by imitating the West or East. If the world is now calling for transparency, we have real stories of craftsmanship, elegance, tradition, and innovation. All of these are worthy of becoming global brands.
Instead of focusing on who imitates us, let’s focus on what we can offer. Because when you create content with your true voice, you cannot be duplicated.
The soft war on TikTok is not a battle over products; it’s a battle over storytelling. Who owns the ability to tell the story? Who can connect viewers to meaning? Who can build influence through a screen?
TikTok is no longer just an app; it’s a media space. And those who overlook its details risk being left behind. In this shifting space, luxury is no longer measured by price, but by the meaning it carries.
Read more from Halima Seemba
Halima Seemba, Fashion Design Consultant
Halima Seemba, a young Emirati woman, excels as a Fashion Design Consultant Certified Global Trainer. As a pioneer, she co-founded Purple Bubbles Cosmetics, showcasing her entrepreneurial spirit and dedication to her heritage. Her diverse skills and visionary leadership at Jaffair Art Company inspire others, reflecting the limitless potential of Emirati women globally.
