A Chinese blockbuster has ignited a cultural identity debate in Singapore, exposing the fragile state of British soft power in the region. The film, a historical epic celebrating Han Chinese achievements, has drawn record crowds in the city-state, but its nationalist undertones have provoked unease among Singapore’s multiracial populace. For those of us watching from London, this is not just about cinema. It is a referendum on influence in a market where the UK is losing ground.
The numbers tell a grim story. While Chinese box office revenues in Southeast Asia have surged 40% over the past year, UK film exports to the region have flatlined. Singapore, a key hub for British cultural exports, saw a 15% decline in UK film ticket sales in 2024. The Chinese hit, meanwhile, grossed over 12 million Singapore dollars in its opening weekend, dwarfing the latest British offering, a period drama that barely broke 2 million.
This is a symptom of a deeper imbalance. British cultural influence in Asia, long a pillar of our soft power strategy, is being outpaced by Chinese state-backed initiatives. The film in question, financed by Chinese state media, is part of a broader push to project soft power through entertainment. It is effective. The narrative of a resurgent China resonates with ethnic Chinese audiences across the region, including in Singapore where they form a majority.
The identity debate in Singapore is telling. Local critics argue that the film’s glorification of Chinese supremacy undermines the island’s multicultural fabric. Yet, young Singaporeans are flocking to see it. This is a generation more connected to Beijing than to London. The UK’s reliance on heritage and the English language as soft power tools is proving insufficient against a rival that offers a direct emotional connection.
Let us be clear: this is not just about films. The same pattern is visible in education, where Chinese universities now attract more Southeast Asian students than UK institutions for the first time. In trade, the UK’s post-Brexit deals have failed to compensate for lost EU access. The final blow is capital flight; Singaporean investment in UK assets fell by 20% last year as funds shifted to Chinese markets.
The government’s response has been characteristically sluggish. The British Council’s budget for Asia has been cut in real terms. The Creative Industries Council, tasked with promoting UK cultural exports, is, to put it mildly, underperforming. Meanwhile, China is spending billions on its cultural offensive.
This is a market failure. The UK is treating soft power as a luxury good, when it should be a core strategic asset. The City understands that market share is lost through inaction. If we do not compete, we will be marginalised. The film in Singapore is a warning shot. We must recognise that the battle for hearts and minds in Asia is being lost. The bottom line is simple: the UK must invest in cultural exports or accept relegation to a bit player in the world’s fastest-growing region.
