How “Wolf Warrior” Diplomacy Shapes Chinese Brands’ Internationalization Pathways through National Image: A Comparative Study of Western and Non-Western Markets

DOI

10.2991/978-2-38476-577-5_78How to use a DOI?

Keywords

“Wolf Warrior” Diplomacy; National Image; Brands; Internationalization; Country-of-origin Effect

Abstract

Protectionism has gained momentum worldwide. Trade wars, tariff disputes, and non-tariff barriers have proliferated, prompting an increasing number of Chinese firms to pursue a go-global strategy. Going abroad presents firms with fresh opportunities and risks. A central consideration is how national image affects the route to internationalization (the country-of-origin effect). The article examines the period from 2017 to 2022, a time marked by a more assertive Chinese diplomatic posture, commonly referred to as “Wolf Warrior” diplomacy. Drawing on Pew Research Center findings to track changes in China’s image across countries and regions, and review contemporaneous progress in the internationalization of major Chinese brands, the study then evaluates whether this style is linked to a deterioration in national image and, consequently, to lower receptivity to Chinese brands in overseas markets. A mixed-methods design is adopted. The study begins by quantifying national image and then uses representative cases to unpack the mechanisms at work qualitatively. The study illuminates the interplay between foreign policy, national image, and corporate brands. It aims to deliver policy-relevant insights for decision-makers and practical guidance for firms choosing internationalization pathways.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jialin Li
PY  - 2026
DA  - 2026/05/15
TI  - How “Wolf Warrior” Diplomacy Shapes Chinese Brands’ Internationalization Pathways through National Image: A Comparative Study of Western and Non-Western Markets
BT  - Proceedings of the 2026 5th International Conference on Social Sciences and Humanities and Arts (SSHA 2026)
PB  - Atlantis Press
SP  - 756
EP  - 771
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-577-5_78
DO  - 10.2991/978-2-38476-577-5_78
ID  - Li2026
ER  -